100 Next-Era Leaders in Asia 2015 -The region's best brightest, most promising-

Principle Co., Ltd.

CEO Kenichiro Kusuyama

Message to young people
I want young people to think outside the box and try to achieve the goals they want to achieve. People around you may wonder why you want to leave your comfort zone, but you only live once! You should step outside yourself and meet your challenges.

When I established my company in 2011 with two other staff, I was already 38 years old and very scared to start up my own company. This was because I had so many things to protect, including my family and my home. I cringed at the thought of throwing away the stable monthly income as a salaried worker, for the unstable position of having no foreseeable income from the coming month.

But then, help came from President Inc., a highly respected business magazine publisher with which I had been doing business. They proposed not only to provide capital support, but also become the first client for my company. Thanks to such support, my company has grown today to have 25 employees serving such world-class clients as Google, Yahoo and Amazon.

After founding the company, I took prompt action to reinforce our professionalism by applying for and being accredited as one of the only 15 Google Analytics Certified Partners in Japan. This certification assures our high consultation, technology and business resolution capabilities to our customers, in addition to our linguistic ability to make presentations in English. For example, we are capable of setting up key tags in the HTML background browser of a website to clarify the specific hidden problems thereof. Our distinctive technology allows us to collect invaluable data and analyze it properly, so that both the client and us can visualize the problems and take effective measures to increase the sales of our clients.

Another strength of my company is that I am keen on employing smart people who don’t exactly “fit in” to the working environment of big Japanese companies that demand uniformity. My staff thus tends to be considered a bit eccentric and stand out in the crowd. But at Principle, each person can work comfortably, come in contact with a huge amount of high-quality big data and they can learn a lot from the many outstanding professionals around them.

Having the right tools and people isn’t enough, however, and I think our corporate philosophy becomes vital: Respecting the basic rules as a human being and pursuing a win-win condition for everybody; polishing the potential of each individual; and working together in earnest to realize all dreams. I have made it a rule for all the staff to get together every morning, and make a one-minute speech each on the credo. I also stress the importance of the time-consuming second area activities such as personal health care, reading and the transfer of rights. Among them, I especially strain on the transfer of rights, which is difficult to do for a capable person who tends to find it quicker and easier to get things done on their own. However, such transfer creates a win-win situation for both the junior staff and management, as the staff will be motivated and work harder to do a good job, while the boss accumulates experience to manage people well. Furthermore, we hold the Principle University to learn from each other and raise the overall level of everybody. Through these activities, I have changed and matured as a person as much as my staff, and obtained the end result of cohesion among the staff and raised overall performance of the company.

Toward the future, I want to turn Principle into a global player that sticks out like a tomboy that is smart, attractive and fun loving. Making the most of IT and bringing together the smartest people in Japan, I want to simplify and customize the existing big data into a human-oriented scale tool that increases the sales of each client around the world.

Company Profile

Principle Co., Ltd.
24 including part time workers
Web service