Mitsutaka Tokuda, President and Chairman of Diana Co., Ltd.

Bring joy to everyone involved through inspiring work

■ Profile

He has served as executive director and president of a major retail group, and as executive COO and president of a listed apparel company, and completed an MBA program at the University of Wales Graduate School of Management in the UK. In 2009, he was invited by an investment fund to join Diana Co., Ltd. He then served as an executive officer and vice president before becoming president and representative director in the same year.

Diana Co., Ltd. provides comprehensive support for women in creating a perfect figure. Of the approximately 730 salons nationwide, the majority of franchisees are former customers who have actually used and loved Diana products. We spoke with CEO Mitsutaka Tokuda about the secret to building a company that is so loved by users and employees, and what points to consider when choosing a company for employment.

■"The joy of making others happy" learned from part-time work

When I was in high school, I was crazy about surfing and lived my days with the attitude that "whatever is fun is fine." As a result, my love of fashion led me to prioritize a part-time job at a clothing wholesaler for a major distribution company over studying at the university I had just enrolled in. While working as a buyer for a retail store, I began to feel happiest when customers were pleased. When choosing a new job, I considered companies other than the one I was working at part-time. However, in the end, I decided to join the distribution company where I was working part-time because the amounts of money it handled were large and it would have a big impact on society.

■Reach higher by differentiating yourself from others

When I first joined a part-time company as a new graduate, I planned to quit after three years and start my own business. However, a senior colleague told me, "You'll be able to move more money by becoming the president of this company than by running your own business," so I, being the simple-minded person that I was, aimed to become the president of the company I joined. And lo and behold, 15 years later, at the age of 37, I was able to become the president of a core company.

Of course, I worked harder than anyone else to get there. However, the main reason I was able to become president was to stand out in the company. I came to work earlier than anyone else and left later than anyone else. I did this repeatedly.

By arriving at work first thing in the morning, I was able to grasp the characteristics of the hot-selling products that were in stock in large quantities. I also made sure to pay close attention to small details, such as adding a word of thanks when sending faxes to business partners. By standing out from the crowd in a good way, I gained a good reputation with my superiors and business partners. As a result, I was promoted to new business marketing in my third year at the company, an unusually fast pace. After that, I was involved in various businesses, and after serving as president of a core company, I became president of the core company and vice president of the entire group at the age of 41.

However, because it was an owner-managed company, the company itself was inherited by the owner's family, and I was put in charge of a joint venture with a certain trading company. After that, I was asked to turn around a listed company that was in the red, so I first became a managing director and achieved a return to profitability. However, after the company became profitable, I decided to leave due to differences in management policy with the shareholders (owners). Later, when I was assigned to Diana, the business content was very attractive, and the fact that it was a company under a fund (with multiple investors) that allowed me to focus more on management in a more detached manner was also a deciding factor.

■ Delivering happiness to end users

I love Diana, a company. Since joining Diana in 2009, I've always felt that by developing a business that truly makes end users happy, we are making a difference in society. As franchisors (parents), our job is to protect our approximately 730 franchisees (children) nationwide. Following the Great East Japan Earthquake in 2011, we quickly delivered relief supplies to each store in the Tohoku region. Our employees on the ground delivered the supplies to salons, and salon chiefs delivered them to salon customers. I myself visited the affected areas the month after the disaster to deliver condolences and donations. The recipients, along with our franchisees and customers, were thrilled. This experience reaffirmed my belief that we are doing work that is appreciated. Since then, we've received feedback from customers and franchisees alike that we want our president to be a true parent. We overcame various obstacles and made this a reality in 2014.

There is one thing that Diana always keeps in mind. That is, to continue making efforts to change the lives of our franchisees for the better. If our franchisees become wealthy, then our headquarters will inevitably make a profit. Furthermore, one of our strengths is that we provide a comprehensive service to help women achieve a perfect figure, using a variety of tools such as shapewear, nutritional supplements, cosmetics, and body care products. By approaching women in a variety of ways, we can solve their concerns.

■To be a company where people can take pride and responsibility in their work

Diana is in the business of helping customers achieve their "ideal self." Therefore, we seek to work with honest individuals who are genuinely moved and delighted by the changes they experience. It's also important for employees to have a clear vision of who they want to be, rather than relying solely on their company. Diana has been certified as a "white company" on many occasions. We expect employees to work diligently, even with limited working hours. I believe I am where I am today thanks to the many people who gave me opportunities when I was young. Therefore, we strive to create an environment where employees can pursue their passions. We also encourage hard-working employees to take on new business ventures and attend classes to improve their skills.

■Message

University students have limitless possibilities, so you should try everything. If you work hard, your future will be bright. While you may change jobs in the future, I believe you will work for over 50 years. I think it's best to work at your first company for three years in order to advance your career. That's why you should carefully choose the first door you open - the first company you work for. Look at the president, employees, and company culture to see if it's a good fit for you. Working conditions and location may change, but the company culture remains the same. Work is fun. By not working for money, but by demonstrating your abilities in an environment you enjoy, paths will surely open up.

Student Newspaper Online Interview August 18, 2022 Meiji University 4th Year Student Sakai Yaku