Proven to boost Dentsu Inc. employees' performance by 1.47 times! What is this "proactive" mental care that maximizes performance?

This series features interviews between Dentsu Inc. employees supporting startups and entrepreneurs, executives, investors, CMOs, and others from startup companies. We explore how they overcame challenges encountered during the growth of their companies and businesses.

This episode's guest is Ayaka Haga, CEO of Boost Health, which operates BOOST, an AI and coach-supported corporate mental care platform. As part of promoting the venture client model, she discussed the background, outcomes, and future prospects of introducing BOOST within Startup Growth Partners (SGP), Dentsu Inc.'s startup support organization, with Dentsu Inc.'s Shunsuke Takai.

The difference between high performers and others lies in stress management skills!?

Takai: First, could you briefly reintroduce what kind of company Boost Health is?

Haga: We are a startup founded in 2022. Our mission is "To foster a positive mindset at work. To elevate company performance." We aim to support employees not only in becoming healthier but also in achieving high performance that contributes to corporate growth.

Takai: Could you also share the background behind starting the company?

Haga: My previous job was at a consulting firm, which wasn't directly related to mental health. However, in consulting, there's constant pressure to deliver high performance and achieve results quickly. Amidst that, I kept wondering what the difference was between people who tackled challenges proactively and achieved results, and those who didn't. At first, I thought innate intelligence was the decisive factor, but I gradually realized that wasn't the case. Instead, how people handle stress and manage their mental state creates a significant difference.

Takai: I see. It's true that the more successful people seem to have some form of self-developed mental care routine, even if it's just their own way.

Haga: Exactly. On the other hand, corporate support often stops at training or OJT. Few companies systematically teach specific stress management techniques or self-care skills. This is a loss for both the company and the individual. I wanted to create a solution that supports employees in a reproducible way – not just because they happened to have a good boss or a favorable environment.

Takai: That origin is connected to the research theme you pursued at the University of Tokyo, right?

Haga: Yes. As a student, I majored in social psychology and researched how people behave within organizations. However, back then, I couldn't find many ways to apply that to business, so I first entered the consulting world. But my interest always remained in "how can we help people work more positively?" Even in consulting work, I wasn't just focused on developing strategies; I was constantly thinking about how to ensure the employees on the ground could implement them positively.

Takai: Recently, employee engagement and well-being have finally started gaining attention in Japan too, haven't they?

Haga: I truly believe so. Compared to Europe and the US, Japanese companies are said to invest very little in their people. While Western companies already allocate significant budgets to education and mental health care, Japan is still catching up. That said, as the population ages and birth rates decline, support for employees to work healthily and long-term will become essential for every company. That's precisely why I feel now is the perfect timing to offer solutions like ours.

Takai: To achieve that mission, what kind of solution does your company's "BOOST" provide?

Haga: Our "BOOST" is a hybrid solution combining coaching-based accompaniment support with an AI tool grounded in cognitive behavioral therapy. It helps employees articulate their stress and anxiety as "specific challenges," then proposes options for thoughts and actions to address them. It makes vague worries visible and empowers individuals to take proactive steps. It's a system designed to cultivate this ability to manage stress.

Takai: So by combining CBT with technology, you've made it more practical and accessible for everyday use.

Haga: That's right. While CBT was originally used in clinical settings for conditions like depression and adjustment disorders, it's recently gained attention for helping healthy individuals work more proactively. Work involves various stresses, big and small, and how you handle them greatly impacts your experience. Cognitive behavioral therapy focuses on changing your "perspective" and "coping methods" to manage stress effectively. BOOST is designed based on this concept, using tools to help users practice these skills daily.

Not just avoiding burnout, but aiming for peak performance

Takai: SGP is a relatively new department within Dentsu Inc. We often encounter situations where traditional theories or manuals don't apply, requiring us to take on new challenges daily. Facing unprecedented situations, we naturally feel pressure to consistently deliver high performance. Amidst this, we considered utilizing BOOST as part of SGP's DEI project and as a practical application of our venture client model. The impetus came from recognizing that, as a team with members from diverse backgrounds, we needed to create an environment that prevents isolation, builds resilience, and fosters positive engagement.

Haga: At that time, Dentsu Inc. was increasingly emphasizing new ways of working and resilience, right? BOOST isn't just about preventing issues; it's a solution that supports corporate growth and employee challenges. We felt it aligned perfectly with that direction.

Takai: That's right. Services focused on mental health often tend to emphasize the "defensive" aspect. But what we aimed for was maximizing results through improved mental well-being. That's precisely why we resonated with BOOST's perspective: not just preventing issues, but enhancing stress management skills to boost performance and strengthening resilience to bounce back from stress. BOOST's approach doesn't stop at preventing issues; it elevates healthy individuals to a 120% state. That aligned perfectly with SGP's culture.

Haga: While companies showing interest in employee health is becoming commonplace, the idea of going further—asking "How can we support them to achieve even more?"—has yet to fully permeate Japan. In that regard, it was impressive to see Dentsu Inc., including SGP, taking a proactive stance to enhance human performance.

Takai: This might be an extreme example, but when I heard about BOOST's solutions, I thought of Shohei Ohtani. Even a top athlete like him achieves his results only because he has excellent coaches and support systems covering not just physical but also mental aspects. The business world should similarly prioritize daily conditioning and inner care. BOOST embodies that philosophy.

Haga: Exactly. Just as athletes have mental coaches, I feel business professionals need that kind of support too.

Takai: Actually, one reason I felt an instant connection when I met Boost Health was not just the solutions they offer, but your personality, Mr. Haga. You're bright and positive, and you really "fit" this solution perfectly. Products focused on psychological care and deepening self-understanding really show the human touch, which is why who's behind them matters so much.

Haga: I'm flattered (laughs).

Takai: When speaking with venture capitalists, the perspective of "whether the service has meaning precisely because this person is doing it" is highly valued. In Haga-san's case, I felt everything – your consulting experience, your background in social psychology, and your family environment with your mother being a psychosomatic medicine doctor – is deeply connected to this venture. It's precisely because of this accumulation that you can overcome the various "hard things" startups face.

Haga: Your words are truly appreciated. Personally, I've spent years reflecting on what's needed for people to work more positively, drawing from my past experiences. BOOST is one answer I hope will contribute to companies and society.

A 47% improvement in Condition Score: Tangible Results

Haga: Within the SGP, we introduced the BOOST program, targeting 13 individuals who were prone to feeling pressure and stress due to environmental changes, such as immediately after a transfer. The program combined tools with human coaching. Through interviews, we clarified themes like "what they wanted to become" and "what their challenges were," then repeated a process of setting weekly action steps.

Takai: Despite busy schedules, many members actively engaged. It became a space where they could openly discuss things they might not easily voice during regular work. The program satisfaction rate was exceptionally high at 92%.

Haga: While BOOST prioritizes participants feeling "glad they took part," it's equally important for companies to see measurable results. This time, participants' "Condition Score" improved by an average of 47%, with particularly notable improvements among those initially showing high stress concerns. Stress management skills also improved, and we found that higher stress management skills correlated with higher engagement and productivity.

Takai: What was interesting was how stress management skill patterns varied completely from person to person. BOOST's tools visualize stress coping skills across six axes like "Information Gathering," "Distraction," and "Positive Interpretation," making it clear where your biases lie. For example, I was really weak in "Positive Acceptance." Thinking about it, I've always been the type to feel a bit negative about giving up. But when my coach advised me, "Letting go of things you can't change is also a skill," I realized that perspective was missing for me.

Haga: That's a wonderful realization. Takai-san, you could become a BOOST instructor yourself (laughs).

Takai: No, no (laughs). But seriously, "avoidance" isn't negative; sometimes it's the best choice. I learned that situations exist where you can't overcome them just by actively planning, gathering information, or interpreting things positively. In those moments, choosing to avoid or shift focus to other options is actually incredibly important.

Haga: Of course, life isn't exactly like a game, but comparing it to an RPG might make it easier to understand. When a monster appears in the grass, the player can choose to "fight," "flee," or "use an item," right? The appropriate action depends on your remaining HP (hit points) and the enemy's strength. When facing difficulties or challenges at work, it's not about using the same approach every time, but choosing the optimal method suited to the situation. BOOST's goal is to empower each individual to practice this themselves.

Takai: That was precisely a major realization for all 13 participants this time. Of course, from a privacy perspective, I don't know the specific results for any individual. But looking at the anonymously aggregated reports and feedback, there were numerous insights about improving performance and overcoming anxiety.

For instance, some mentioned that adding an outsider's perspective helped them realize, "This approach is actually fine," regarding points they struggled with at work. Others found the AI's advice surprisingly effective.

Haga: I hear that a lot. There's a sense that you can say or hear things precisely because it's AI. You might hold back when talking to people, but you can be candid with AI. Getting general advice in response to what you input can be strangely satisfying and convincing.

Takai: Exactly. You can converse without overthinking things like "What might they think of me?" and the AI's responses aren't filtered through unnecessary biases. As a result, you genuinely think, "Yeah, that makes sense." Through these experiences, you become aware of your own thought patterns and your range of actionable choices expands. That's one of the major values we've gained from introducing BOOST.

Strong success experiences with the venture client model enhance proposal persuasiveness

Takai: While this initiative also involved putting the venture client model into practice, from that perspective, the fact that we "practiced it ourselves and achieved results" is incredibly significant. We plan to propose BOOST to Dentsu Inc.'s clients going forward. After all, having achieved convincing results after implementing and utilizing it ourselves as stakeholders provides the most persuasive material when proposing it to clients.

I truly believe the venture client model is challenging; success isn't guaranteed, and it often ends ambiguously. However, this time, I feel it's a rare example where we achieved tangible results.

Haga: We are truly grateful. First, meeting someone like Mr. Takai, who trusted BOOST and partnered with us throughout, was a major factor in our success. Looking back at our track record, the results achieved through our collaboration with Dentsu Inc. are notably high. In an environment where many are already highly capable, striving for even greater results naturally increases the pressure. It's precisely because these individuals operate in such demanding environments that they needed coaching and support like BOOST.

Furthermore, solutions like ours are still relatively new in Japan, so many companies are interested but currently in a wait-and-see mode. In this context, the fact that a company like Dentsu Inc. utilized BOOST and achieved clear results sends a very powerful message.

Takai: I believe the success of BOOST, moving beyond a simple trial to a tangible success story, was also due to the implementation process. For the venture client model to function effectively, while an excellent solution is a fundamental prerequisite, the key lies in how well consensus is built within the organization and how carefully each step is taken.

For example, since this solution utilizes AI, compliance with internal rules and guidelines regarding AI usage was also essential. We repeatedly communicated with HR and related departments to ensure they understood and supported the initiative. Each of these individual steps was crucial.

Haga: That's absolutely right. I strongly feel that no matter how good the solution is, that alone won't get it adopted by large corporations. You need to gain the buy-in of each relevant department and proceed step by step.

Takai: We want to leverage this success experience, including building such processes and reaching consensus, when supporting client companies with implementation.

Balancing Growth and Care: Making It the Japanese Standard

Takai: Based on the results from this initiative, there's momentum to further expand BOOST adoption within our company. We're already exploring its application for onboarding support in other departments and for career hires, with concrete plans underway. We also plan to launch new programs within SGP this fiscal year. More members are reaching out after hearing about our efforts, and the team is genuinely excited.

We are now planning to involve higher-level management, such as bureau chiefs and executive officers, hoping they too will experience the value of BOOST.

Haga: We also aspire to make BOOST the new standard for Japanese companies. Japan's work culture has shifted from an "offensive" era valuing outdated hard work to a "defensive" phase focused on work-style reform and well-being. But what's needed now, we feel, is a balanced form of support—one that cares for physical and mental health while still driving growth.

In that sense, we find great meaning in creating a new wave together with companies like Dentsu Inc., which aims to "balance high performance with physical and mental care."

Takai: BOOST is a solution I personally want to keep using indefinitely. Actually, a BOOST coach once told me, "The policies you hold dear in your work might be holding you back right now." It made me realize that what I thought were my convictions were actually hindering flexible thinking. It's precisely because I genuinely feel my state has clearly improved through this program that I wholeheartedly want to recommend it to others.

Haga: That's exactly why it's such a good fit for startups and departments tackling new ventures. With limited manpower, there are situations where management can't reach everywhere. I think BOOST could become that "shadow companion" supporting the areas where follow-up is lacking.

Takai: Exactly. Having AI or coaches issue alerts before someone burns out, or helping individuals build the strength to recover on their own—such mechanisms should dramatically enhance the resilience of the entire organization.

Haga: Our collaboration with SGP has been a major step forward for us. For startups proposing new value, building initial adoption track records isn't easy. Yet, you took the plunge as the first penguin, providing tangible feedback from the field and detailed insights. This has been a truly significant opportunity to further refine BOOST's value. We sincerely appreciate your sincere support, including navigating internal coordination.

Takai: Thank you. We're also delighted to have introduced BOOST as a new option within our company. We look forward to continuing to work as one team to further improve the solution. We appreciate your ongoing support!