Do you truly understand the meaning of values?

In an era where finding the "right answer" for a company is difficult, there are energetic companies that demonstrate originality. What exactly is their secret? This ongoing column series introduces insights gathered by Dentsu Inc.'s "Company Design" team from key figures at these companies.

The second installment features the case of IKK, originating in Saga Prefecture.

Read the full "Company Design" series on Web Dentsu Inc. News here.

 

 

I.K.K.

Driven by its power to attract people, it continuously takes on new challenges

IKK, headquartered in Kyushu, operates wedding businesses nationwide. Having achieved seven consecutive years of revenue growth, it enjoys overwhelming popularity among job-seeking students. The driving force behind this rapid expansion was the vitality of its frontline staff.

Speaker: Kazutoshi Kaneko (President, IKK)
Interviewer: Takeshi Nakano (Dentsu Inc., First Integrated Solutions Bureau)

 

IKK
Operating guesthouse wedding businesses at 18 locations nationwide under the philosophy "For the Happiness and Delight of Our Guests." Plans to open a new location in Tokyo in June 2020.

Guesthouse Wedding Venue (Photo shows the venue during daytime preparations)

Only companies where every employee speaks up will survive

"Half our employees didn't originally aspire to work in the wedding industry; they came because they wanted to work at IKK." Visiting IKK, ranked number one for two consecutive years in student employment popularity rankings (Kyushu/Okinawa area), I was overwhelmed by the energy of the frontline staff.

Even during the daily noon meeting, everyone listens intently as employees take turns speaking. "It's crucial to gather input from everyone, from management to the front lines," says Mr. Kaneko. "For example, we hold a monthly session where everyone proposes at least three lines of improvement ideas. New challenges may lead to failures, but that's an opportunity to learn. Ultimately, I believe only companies where employees from every department and level speak up can survive," he continued with a determined gaze. Both employees and students are drawn to Mr. Kaneko's ability to maximize the power of the frontline.

Employees speaking vibrantly during the daily noon meeting

Everyone listens intently to the voice of the employee speaking

The 360-degree mindset: "Everyone except yourself is a customer"

Mr. Kaneko explained that the company holds a unique value: "Everyone except yourself is a customer." By viewing both superiors and subordinates as customers, mutual support and initiative naturally emerge. Rather than binding everyone with uniform rules, it's the thorough permeation of the "for the customer" value and the freedom granted to each employee under it. I felt I glimpsed the secret behind IKK's "power to attract people." Kaneko states his role is to "initiate future businesses"—creating an environment where employees can freely take on challenges and then pioneering new fields for younger members to thrive. "I'm the youngest in the company... in spirit," he declares. His own relentless pursuit of new challenges is likely the source of the company's vibrant energy.

IKK President Kazutoshi Kaneko (left) and Dentsu Inc. Takeshi Nakano (right) of the First Integrated Solutions Bureau. "I'm a person full of crisis awareness," Kaneko says, his eyes sparkling with excitement for new challenges. "I look forward to seeing what IKK does next, continuing its challenges like overseas expansion and entering Tokyo," says Nakano.

Editor's View: "Company Design Techniques" #02

The word "values" frequently appears in President Kaneko's comments. You might expect the typical sentiment of "I want employees to properly understand the values held by the company and the president," but that's not it. In fact, it's quite the opposite. He wants to work with people who have their own solid "values." Position, age, or even gender are completely irrelevant. What matters most, he says, is the attitude of constantly asking oneself: Why did I join IKK? Why am I working at IKK?

But the story doesn't end there. It continues: while confronting your own "values," it's equally important to respect the unique "values" of others and strive to learn from them. It's no surprise coming from the person who pioneered the concept of guest weddings using entire mansions in Kyushu. From hospitality to cuisine to photography, everything is provided one-stop by IKK employees. And each wedding is a bespoke creation tailored to the specific couple. It's work demanding both meticulous attention to detail and bold vision, but when he says its essence lies in "values," it makes perfect sense.

While terms like "bottom-up" and "top-down" are common, President Kaneko adds two more: "middle-up" and "middle-down." A company where "every employee speaks up" means every employee confronts their own "values," communicates them, and simultaneously respects and continuously absorbs the "values" of others, regardless of seniority. The phrase "people are a company's most valuable asset" often feels like a cliché. Yet, encountering President Kaneko's philosophy, conviction, and execution makes one feel strangely outdated for thinking that way. This peculiar charm continues to attract and nurture people today.

"The Secret Behind Why This Company is So Vibrant" #01 is here.
The "Company Design" project site is here.