Hiroyuki Sasaki, Chairman and Group CEO of Pro Labo Holdings Co., Ltd.

Pursuing the purpose of working and doing work

■ Profile

After graduating from Waseda University, he worked for a listed company before founding a comprehensive marketing company in 1998. He provided corporate consulting services such as branding strategies and PR planning. In 2002, he founded Esthe Pro Labo Co., Ltd. (now Pro Labo Holdings Co., Ltd.) and became its representative director. In the 15 years since the brand was launched, he has grown it into a salon-exclusive brand with operations in approximately 13,500 beauty and health facilities in Japan and in nine countries overseas.

Pro Labo Holdings sells inner beauty products both domestically and internationally. President Sasaki started the company out of a desire to become a manager, but troubles have occurred one after another... After even being the victim of fraud and thoroughly reexamining himself, what is the true essence of management that he has come to understand? We sat down for a passionate discussion!

■During my student days, I always wanted to become a manager

　Ever since I was a student, I had made up my mind that I wanted to become a manager someday. I admired people like Kakuei Tanaka and Den Fujita of McDonald's, and often read their books. So I didn't think that finding a job was an option for me, but I accompanied a friend on his job hunt and applied to just one company, and by chance I was offered a job. I still wasn't keen on it, but a senior working adult advised me to "gain some experience first," so I went ahead and got a job.

■30Although he started his own business at the age of 18, he continued to have zero orders....

　After that, driven by the desire to "do something on my own," I decided to go independent at the age of 30. I used Kawasaki City's startup support system to receive a loan of 11 million yen to start my business, and started an advertising business for a free paper. I published 200,000 copies of the paper as an information magazine inserted into newspapers along the Denentoshi Line, but for six months, despite visiting 120 places a day, I didn't get a single order...
　Also, the paper was just covered with advertisements, so we received a lot of complaints that it was hard to read. We started with no know-how or track record and an optimistic outlook, so looking back, it was impossible for it to go well, but it made me realize just how important "trust" is when it comes to getting paid work.
　After six months, a company president I knew placed an advertisement in the magazine, and little by little, the number of projects increased. Then, in order to improve the quality of the paper, we recruited and hired professionals to help with design and proofreading, and the paper improved dramatically, and the number of complaints decreased.
　I learned the importance of honestly asking for help and learning.

■ Just when you thought you had finally succeeded, a sudden turn of events

　Many women helped me with the paper renewal. I met many women who had previously worked hard and had a wealth of skills and experience.
　So I came up with the idea of ​​a "Mrs. Talent Bank" that would allow housewives to do the work they are good at in their spare time. When I started the service under the name "1 Denentoshi Mrs. Network," I started to receive advertisements from politicians and real estate agents. Before long, I became something of a company that excelled in attracting female customers and marketing. The business got on track and the number of employees grew to around 30.
　It was around that time that I was scammed out of 7000 million yen.
　I couldn't pay back my bank loans, my salary was zero for two years, I couldn't pay my social insurance, and my health insurance card was taken away. Even when my child caught a cold, I couldn't take him to the hospital because it was too expensive (because my insurance didn't cover it). People who were still working were also worried, and many of them were quitting their jobs... This period, when I was around 35, was the hardest for me.

What the rock bottom experience taught me

　I wondered why things weren't going well when I was working so hard on it. After much thought and consideration, what conclusions did I come to?
　It was that the zero orders, complaints, and even the fraud were all caused by me. I had been blaming it on various things, like the environment, the timing, or the fraud, but I realized that it was undoubtedly me who had brought it all about, and that it was my own "feelings" that had made me do it. Working hard and only thinking about my own success and happiness is a lie.
　Planting the seeds of good ideas, building character, and creating a good destiny is what I realized at that time, and it remains the foundation of the training I provide to my employees today.

■Who does the company exist for?

　In addition to the self-cause theory mentioned earlier, we place the utmost importance on "purpose-driven management." A company cannot last long without a purpose. The purpose lies beyond the goal. In other words, what is the purpose and for whom does the company exist?
　If a company is run solely with the goal of making money, it will inevitably collapse. For what purpose? For whom? By asking yourself these questions, you will eventually see the reason for the company's existence - its purpose. This process of honestly facing yourself is not easy, but it is essential, and we thoroughly train our employees to have the attitude of "facing themselves."
　The purpose of Pro Labo Holdings is to improve character through work, ensure a fulfilling family life, make customers happy, and make people all over the world healthy. When you center your purpose on "making others happy," you attract talented people who share the same goals. We want to make people happy, and we want to improve society, not just ourselves. We want to grow our company together with employees who have this altruistic spirit.

■Message

　We live in an age where we are bombarded with information. However, please develop the ability to not be overwhelmed by information. Gain the sensitivity to see through to the essence of things.
　If there's something you're interested in, try it out with a spirit of challenge, even if it means going off the rails. Even if you fail, you can always try again. Just like me (laughs).
　Is that information really necessary in life? I want you to continue thinking about it even after you enter society and are challenged. I think true happiness can be found by asking yourself what your purpose is beyond your goals.

Student Newspaper April 2020 Edition Anna Yamamoto, 4th year student at Keio University