{"id":10821,"date":"2022-03-15T09:37:14","date_gmt":"2022-03-15T09:37:14","guid":{"rendered":"https:\/\/ee.yelkdev.site\/?p=10821"},"modified":"2024-12-10T03:35:22","modified_gmt":"2024-12-10T03:35:22","slug":"omotenashi-meaning-brand-value","status":"publish","type":"post","link":"https:\/\/www.equalexperts.com\/blog\/our-thinking\/omotenashi-meaning-brand-value\/","title":{"rendered":"Growing genuine connections with Omotenashi"},"content":{"rendered":"

What Equal Experts has in common with a little old Japanese lady<\/p>\n

During the short time I\u2019ve been with Equal Experts, I\u2019ve spent a lot of time thinking about the values I\u2019ve seen embodied by the company. As an HR professional this matters to me: I want to know what makes the people in an organisation tick, and understand why our customers are our customers.<\/p>\n

I\u2019ve also been struck by the depth of loyalty many of our customers feel towards Equal Experts; these are Superfans – people who recommend us to others, clients who bring us into new organisations as they move in their careers. They\u2019re just as invested in our success as we are in theirs, and I was curious about how we might continue to intentionally nurture more of these people in the future.<\/p>\n

So I decided to go to the source of some of our values. As I spent more time with our co-founder Ryan Sikorsky it dawned on me that what Ryan does – without knowing that he does it – is the perfect example of what the Japanese call Omotenashi.<\/p>\n

What is Omotenashi?<\/h2>\n

I tried to put the concept into words for a presentation at a recent relationship day, but like a lot of enigmatic Japanese concepts it has no good literal translation in English. Technically, it means \u201cno mask\u201d, but that doesn\u2019t convey its meaning at all. I\u2019ve heard it translated as the Japanese art of customer care, but again, that\u2019s not really it. I think the best way I can describe it is this: Omotenashi is about genuine care, with no mask or personal motive other than a genuine desire to meet someone else\u2019s needs. It\u2019s about being true.<\/p>\n

Respected Japanese tea master Sen no Rikyu said: \u201cThough you wipe your hands and brush off the dust and dirt from the vessels, what is the use of all this fuss if the heart is still impure?\u201d In other words, you can\u2019t fake it with a set of objectives – it has to come from the heart.<\/p>\n

The 3 pillars of Omotenashi<\/h2>\n

Omotenashi is more a feeling than a concept, but if I had to explain it intellectually it would look something like this:<\/p>\n

    \n
  1. Empathy:<\/strong> this happens when – out of genuine care and respect – your primary goal is to see things from the other person\u2019s perspective. You walk in their shoes, and you gain a deep understanding of what they want.<\/li>\n
  2. Anticipation:<\/strong> as a natural consequence of that deep empathy, you are able to anticipate their needs. Furthermore, you don\u2019t wait for them to ask for what they want – you offer it first, sometimes even before they realise that they need it.<\/li>\n
  3. Authenticity:<\/strong> this has to be sincere. Genuine care brings a whole different level of experience to the relationship, where the goal is not simply to serve the other person, but to delight them.<\/li>\n<\/ol>\n

    What does Omotenashi look like?<\/h2>\n

    I want to share a story that\u2019s become legendary in my family. It\u2019s the story of when my relative, a little old Japanese lady with no English, saved the day for a gaijin, a tall white foreigner with a giant suitcase, just because she couldn\u2019t bear the alternative. Spotting him on the Japanese Metro, clearly travelling in the wrong direction, she thought \u201cThat\u2019s strange, this train doesn\u2019t go near any hotels or to the airport\u201d, and realised he was probably going to miss a flight.<\/p>\n

    Through gestures, place names, and literally dragging his suitcase off the train, she made him understand, got him off the train, accompanied him back to Tokyo station, found him the correct train, travelled with him for one stop, held up 10 fingers for 10 more stops, then left him to continue his journey. I like to think that in that act she brought him delight on that day. I also like to think that he continues to tell this story of what it was like to be in Japan, and to experience the Japanese people.<\/p>\n

    That\u2019s Omotenashi. That\u2019s what creates a person – be it colleague or customer – who sticks around, takes us with them, and tells everyone they know about their experience with us. And it\u2019s here in EE. If you\u2019ve had the experience of doing client work with Ryan, you\u2019ll have seen this in action. This spirit of Omotenashi exists for us within Equal Experts, and if we really harness it, we\u2019re going to create more and more connections like this. How exciting is that?<\/p>\n

    How Omotenashi lives in our brand values<\/h2>\n

    If you talk to anyone in Japan they know Omotenashi, instinctively. It\u2019s not something that needs to be taught; it\u2019s in the air, in the water that they drink, it\u2019s just how people do things. And it\u2019s here in EE. I have seen it over and over in so many of our people. If you read the feedback from our most supportive partners, they\u2019ll tell you of their surprise at the experience they\u2019ve had within the organisation.<\/p>\n

    It\u2019s not just about the work either; even talking to our consultants, there\u2019s a level of delight at what they get from being a part of EE. I heard about the fuzzy feeling when your daughter receives a big donation from the company to support her charity swim – that\u2019s the kind of feeling that lasts for years. It\u2019s not even about the day-to-day experience; it goes deeper.<\/p>\n

    \u201cI\u2019ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.\u201d\u00a0\u00a0Maya Angelou<\/p><\/blockquote>\n

    This is what keeps people coming back to us again and again, whether it\u2019s a customer, or a consultant. It\u2019s someone who continues to refer Equal Experts, because of how we made them feel when they worked with us. Because they know what it feels like to be a part of this network.<\/p>\n

    How can we create more Omotenashi in our network?<\/h2>\n

    Here\u2019s the good part – we\u2019re already doing it. But what if we could be even more intentional about it? The value it could add! Let\u2019s take as an example building a fantastic new platform for a customer. It\u2019s not just a platform though; it starts with seeing the customer as a person who has needs and wants that have nothing to do with the platform. If we can find out what success means to that person – not just the commercial need, but the personal goals that keep them showing up to work each day (eg. a retirement goal, or an ambition for their kids) – and help them achieve it, we can truly delight them on every level.<\/p>\n

    Try this exercise as part of your client discovery<\/p>\n

      \n
    • What do you know about your customer?<\/li>\n
    • Can you name something they want, and why they want it? What will achieving it bring to their lives?<\/li>\n
    • Do you know what the client thinks success is?<\/li>\n
    • What could you do in the next week (or the next meeting) to get to know them better?<\/li>\n
    • If you were going to get them a gift, what would it be?<\/li>\n<\/ul>\n

      Omotenashi is in our DNA<\/h2>\n

      As I continue probing the business I keep hearing the same story: Ryan is a master relationship builder. This permeates the business. More stories keep emerging about the way people in the network genuinely care for their customers, their teammates and the work. Stories full of surprise and delight about the way EE-ers and the leadership here support and care on a very personal level.<\/p>\n

      Suddenly, the existence of so many genuinely satisfied people in our network makes sense to me. Omotenashi is part of the DNA that exists at Equal Experts. That ability to truly care about our customers and our partners is where it all begins. It\u2019s not about customer service, or even a primary financial goal; it\u2019s about caring for the people. That was – and continues to be – Ryan\u2019s secret sauce. And by default, it\u2019s ours too.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Do you speak Omotenashi? Here\u2019s why this Japanese care concept could help organisations to create long-lasting relationships that lead to sustainable growth.<\/p>\n","protected":false},"author":184,"featured_media":10823,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[5],"tags":[248],"location":[397],"class_list":["post-10821","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-our-thinking","tag-omotenashi"],"acf":[],"yoast_head":"\nGrowing genuine connections with Omotenashi | Equal Experts<\/title>\n<meta name=\"description\" content=\"What is Omotenashi, and how does adopting it as a value help organisations to create long-lasting relationships that lead to sustainable growth?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.equalexperts.com\/blog\/our-thinking\/omotenashi-meaning-brand-value\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Growing genuine connections with Omotenashi\" \/>\n<meta property=\"og:description\" content=\"Do you speak Omotenashi? 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