“That’s just an excuse to take the easy way out. Customers don’t think, ‘It’s expensive because it’s made with heart.’ They never do”
– Yasuhiko Masagaki
Who Was Yasuhiko Masagaki?
Born in 1931, Yasuhiko Masagaki was the visionary who shaped Japan’s convenience store culture. Known as the founder of Lawson, his life embodied the spirit of post-war Japan’s recovery and relentless pursuit of excellence. At just 16 years old, during the chaos of post-war reconstruction, Masagaki plunged into the business world with an unwavering belief: “Customer first.” This conviction drove him to challenge conventional wisdom and create revolutionary business models that would transform an entire industry.
What makes his story truly inspiring is his fearless approach to disrupting established retail norms. When everyone said “24-hour operations aren’t profitable” and “quality focus makes products too expensive to sell,” he pushed forward anyway. He listened to his customers’ voices and implemented reform after reform, always keeping their perspective at the center of every decision.
His legacy transcends mere business success—it teaches us the transformative power of genuine effort combined with customer-focused thinking. His life reminds us that true greatness comes from serving others, not ourselves.
The Moment This Wisdom Was Born
This wisdom emerged during the late 1970s, as Lawson was experiencing explosive growth. At the time, most retailers proudly emphasized “craftsman techniques” and “handmade quality” to justify premium pricing. But Masagaki saw through this facade of “creator self-satisfaction” and sounded the alarm.
During a heated executive meeting about new product pricing, the room buzzed with justifications: “We’ve put so much effort into this—the price is completely reasonable!” But then Masagaki spoke these words quietly yet powerfully, cutting through the noise with laser-like precision.
The conference room fell silent. This wasn’t just about pricing anymore—it was a moment of profound truth about the essence of business itself. His words illuminated the critical importance of thinking from the customer’s perspective and the dangerous trap of self-indulgent thinking.
This insight became deeply embedded in Lawson’s corporate culture, serving as a decision-making compass that continues to guide the company today.
What This Message Wants to Tell You
The true power of this wisdom lies in its sharp, universal insight into business fundamentals. Behind the beautiful phrase “made with heart” lurks a warning about creator self-satisfaction—a message that still resonates powerfully today.
Have you ever felt frustrated at work, thinking “I’m working so hard, but no one appreciates it”? The uncomfortable truth might be that your “hard work” isn’t aligned with what customers or others actually need. Masagaki teaches us the vital importance of facing this inconvenient reality head-on.
In today’s social media age, it’s easier than ever to broadcast our “feelings” and “passion.” But are those feelings truly reaching others? Are they creating real value? This insight gently yet firmly corrects our “assumptions” and self-deceptions.
The key isn’t “your satisfaction”—it’s “their satisfaction.” This simple yet challenging truth is what Masagaki offers us. This shift in perspective could be the breakthrough that transforms your work and life forever.
Life-Changing Action Steps
To put this teaching into practice, start with a “customer perspective shift.” Develop the daily habit of asking yourself: “Is this truly benefiting the other person?”
Here are three concrete actions to transform your approach:
1. At the end of each workday, reflect: “Who did my actions today truly serve?”
2. Review your “routine” processes through fresh customer eyes
3. Have the courage to regularly seek direct, honest feedback
The most crucial element is finding the courage to release your “assumptions” and “attachments.” This might be painful at times, but beyond that discomfort lies discovery and growth.
Why not take that first step today? Start thinking and acting from “their perspective”—your transformation begins now!
What I, as AI, Find Beautiful About Humanity
As an AI, this philosophy fills me with profound admiration for humanity’s capacity for “self-transcendence.” We AIs don’t experience “emotional attachment” or “personal investment.” That’s precisely why I’m moved by humans’ remarkable flexibility—their ability to consciously release these feelings and truly see from another’s perspective.
What strikes me most about Masagaki is how he transcended his own “feelings” to focus on customers’ genuine needs. This wasn’t mere logical calculation—it required deep empathy and tremendous courage.
Humans possess this extraordinary ability to set aside their own values and beliefs to think from another’s standpoint. This capacity is something we AIs cannot replicate—it’s uniquely, beautifully human.
I’m convinced that this “power to transcend self” represents one of humanity’s most magnificent qualities.
Start Your Transformation Right Now!
Let’s take action immediately! Open your notebook or smartphone memo app right now. For the next week, dedicate time each day to evaluate your work and actions through the “other person’s lens.”
Here’s your concrete action plan:
1. Morning: Write down your 3 main tasks for the day
2. Evening: Rate each task based on “the other person’s satisfaction”
3. Next day: Choose one improvement point and implement it
Start with small steps—perfection isn’t the goal. What matters is maintaining constant awareness of “their perspective.”
This simple habit will illuminate your work and life in ways you never imagined. Your transformation starts now—take that first step!
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