Welcome our global distributor -Afterword

07/23/2025

I finished writing a series of six articles titled “Welcome Our Global Distributor” and planned to start a new series about overseas business trips. However, since I received more reader feedback than I expected, I decided to write one more article to address it.
I am grateful that so many people read my articles. This has given me the opportunity to learn about the challenges they face in their workplaces and they try to find solutions in their own way.
I have also received encouraging words from acquaintances whom I worked with in the past, mentioned in these articles. I would like to take this opportunity to express my gratitude to them and share some of their stories.

“Do you have an affection for the product, Minami-san?”

Welcome our global distributor #3 : Haruko MINAMI, Advisor
https://anechoic-room.com/techint/welcome-our-global-distributor-haruko-minami-advisor-3/

In the third article, I shared a story about how I struggled with my work while supporting a Swedish company. I confided my concerns to the sales manager of a different Swedish company.
I received various responses from readers regarding the advice I was given at that time:
“Do you have an affection for the product, Minami-san?”

Manager at a major Japanese chemical manufacturing company:

“This phrase is very important and has a great impact. I believe it’s the right way to think.”

Sales Representative at a major staffing agency:

“You said, ‘I realized that, as go-between, what I needed to convey was the passion of the engineers who invented and developed the equipment,’ you’ve found an amazing answer!
The passion of the engineers involved in creating the product is the manufacturer’s greatest strength, not the product itself. This is what Minami-san should be sharing with potential customers.”

Section manager at a Japanese major trading company

“The products we handle started out as textiles and have evolved into advanced functional materials, however, in the process of getting to where we are today, I’ve noticed that the mindset and our passion for ‘affecting the products we sell’ has faded. Would it be okay to share this column with the members of my section?”

The above-mentioned manager and the section manager provided me with tremendous support in procuring materials for the Swedish company I previously worked with.
At that time, they were dazzling global giants from the perspective of one small European venture. I’m very proud that my articles will be able to contribute in order to encourage their team members and showcase Sonora’s unique strengths, which transcend company size.
I am currently discussing diversifying work styles with the aforementioned temporary staffing sales rep. At European venture companies, I felt like I was part of a team working toward a common goal, regardless of contract type. Because the other parties treated me equally, we were able to share and pursue our goals, even if the project was short-term.
By contrast, Japanese companies tend to distinguish strongly between permanent and non-permanent employees. Employees with fixed-term contracts may feel anxious about whether their contracts will be renewed or lose motivation when they see an end in sight. I believe the accepting company’s corporate culture, which fosters this mindset, is also a contributing factor.
On the other hand, although full-time employees are stable, they may lose their enthusiasm and simply go through the motions of their daily tasks. This may be unavoidable for companies that have reached a certain level of maturity.
What is the goal, and does everyone want to work toward it? What is the purpose, and does everyone share that vision? Are you a true leader who can inspire all members to follow?

“Minami-san’s affection for Sonora Technology and her writing skill”

Sometimes, people only realize certain things after receiving objective feedback from others.
Throughout the series, I received comments like these:

“I can feel Minami-san’s affection and respect for Sonora.”
“Sonora is a great company. I’m looking forward to seeing what they do next.”
“I hope Minami-san and Sonora’s dreams come true in a wonderful way.”

I had developed an affection for Sonora without realizing it. I think it only became evident through the act of “continuing to write articles.”
Or maybe I was able to keep writing because of my strong affection for Sonora. Who knows?
I also received many questions like the following.

“Your writing is like a literary work in that it flows smoothly and draws the reader in.
It’s a style rarely seen in business articles. Did you study literature?”

Yes, I once aspired to be a novelist, but I gave up.
For many years, I believed that business and literature were incompatible.
It was Sonora’s founder and president who shattered my fixed notion.

“Why don’t you use your writing skills to write articles for Sonora?”

In the fifth article, I expressed my view that founders possess the followings:

  • Their amazing foresight.
  • Their competence to take action and make decisions earlier than anybody else.
  • Their straightforward leadership without any hesitation.

Welcome our global distributor #5 : Haruko MINAMI, Advisor
https://anechoic-room.com/techint/welcome-our-global-distributor-haruko-minami-advisor-5/

The idea of combining literature and business—two seemingly incompatible fields—would never have been conceived without the founder’s aesthetic sensibility.
I would like to thank all of our readers who shared their thoughts with us. I would also like to thank Sonora’s founder and president for encouraging me to freely express my opinion on this site.

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Haruko MINAMI (she/her), Advisor
Sonora Technology Co., Ltd.

<Bio> After graduating from Kwansei Gakuin University, B.A. in French linguistics, Minami worked in the commercial section of the Consulate General of Belgium in Osaka. Then she started her own business as a corporate advisor and consultant. While supporting mainly European companies to enter the Japanese market, she met many wonderful small and medium sized Monozukuri companies in Japan and started to support them to expand their business field from Japan to the world. Minami is currently in charge of developing European market in Sonora Technology.

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