--- title: Creating Burning Comrades! description: Creating Burning Comrades! image: https://blog.assentia-hd.com/hubfs/%E7%B4%A0%E6%9D%90/%E3%82%B9%E3%83%A9%E3%82%A4%E3%83%891.jpg --- [![Assentia Holdings](https://blog.assentia-hd.com/hs-fs/hubfs/Assenti_logo.jpg?width=993&height=142&name=Assenti_logo.jpg "Assentia Holdings")](http://assentia-hd.com) Open main menu Close main menu - [Home](https://www.assentia-hd.com/en/) - [Inspection Tour](https://fc.assentia-hd.com/inspectiontour) - [Brand List](https://fc.assentia-hd.com/brandlist) - [Best ramen20](https://fc.assentia-hd.com/bestramenfranchise) [ceo blog](https://blog.assentia-hd.com/en-us/ceoblog/tag/ceo-blog) [ceo](https://blog.assentia-hd.com/en-us/ceoblog/tag/ceo) # Creating Burning Comrades! ![Akira Tsuchiya(en)](https://app.hubspot.com/settings/avatar/a388bcd440947d185082b011694402a5) [Akira Tsuchiya(en)](https://blog.assentia-hd.com/en-us/ceoblog/author/akira-en) [Share this blog post on Twitter](https://twitter.com/intent/tweet?text=I+found+this+interesting+blog+post&url=https://blog.assentia-hd.com/en-us/ceoblog/creating-burning-comrades) [Share this blog post on Facebook](http://www.facebook.com/share.php?u=https://blog.assentia-hd.com/en-us/ceoblog/creating-burning-comrades) [Share this blog post on LinkedIn](http://www.linkedin.com/shareArticle?mini=true&url=https://blog.assentia-hd.com/en-us/ceoblog/creating-burning-comrades) ![](https://blog.assentia-hd.com/hubfs/%E7%B4%A0%E6%9D%90/%E3%82%B9%E3%83%A9%E3%82%A4%E3%83%891.jpg) ## Creating Burning Comrades! Is Reward All It Takes to Create Burning Comrades (like-minded people)? Is compensation enough to create a group of like-minded people? As a service provider, we often hear people say, "We don't have good executives," "We need good store managers," or "We need employees who can think like managers. It would be great if we could hire and develop such employees, but that is rarely the case. The environment in which such employees are born depends on their surroundings and the influence they receive from their surroundings. Where does corporate culture come from? If we formulate an appropriate corporate philosophy, will such people be born? It is not like that. A corporation has a personality just as a person has a personality. It is a legal 'personality' (corporate culture). A person's personality is something that emerges over many years as a result of the influences of those around him or her, melding with his or her own thinking. In the same way, it is not the hardware but the software that creates corporate culture. It is created by the personality of each and every employee melding with each other. If this is the case, then the corporate culture is the aggregate of the personalities of each and every employee and part-timer. This is what "creating culture" means. Each employee creates his or her own personality, which in turn influences those around them, and the form (style) and inclusions that propagate this style and inclusions create the corporate philosophy. It is not the personality of each individual that creates culture, but the ideas, thoughts, etc. that are created by influencing each other that become culture. This is why the words, ideas, and identities created by each individual are so important. Many companies often say that the philosophy they set forth is just a "picture of a cake". What does your company do? If you are in the restaurant business, do you simply serve food? If you are in the restaurant business, do you simply serve food or do you provide a third place, like Starbucks? Is it a cab company that simply transports customers? Is it a cab company that gives customers the best possible experience while they are in transit? Even in the same business or industry, a company can take any shape it wants, depending on its thinking and approach. A corporate philosophy is a promise to customers, employees, and shareholders. The employees and part-timers are the comrades who are influenced by the corporate philosophy. Hiring just anyone or anything is not enough to be comrades. Training is important for employees, but recruiting is even more important before that. The key is whether or not they can agree with your promise (philosophy). When I founded Prime Link, a restaurant company, I put the most emphasis on recruitment. Even back then, I couldn't attract people to the restaurant business, so I created a philosophy first. I preached it and made people who were moved by it into employees. The "Inspiration Sharing Business." This philosophy would later be used by many companies in different forms. At first, it was my company. I can still explain how we came up with this philosophy. I think all the old ex-employee members can explain it. The three stages of the emotion-sharing business. Not offering, not creating, but sharing (I'll write more about this in the next issue). In short, recruitment. We are not in the restaurant business, but in the "emotion-sharing business". We have decided in our stomachs to do "human development" together. When we were recruiting in this way, real ''warriors'' would gather. Of the one-hour interview at that time, 55 minutes was me talking about my dream. I was excited myself as I talked. The people who were inspired by that excitement were the first founding members. After the interview, I told them, "If you want to join us, call me yourself. And that was the end of it. Everyone who wanted to work with me called me. And then, I was hired. That's how we started our business, creating "like-minded people who are on fire. Akira Tsuchiya, Assentia Holdings Pte. → My facebook  ![Akira Tsuchiya(en)](https://app.hubspot.com/settings/avatar/a388bcd440947d185082b011694402a5) #### Akira Tsuchiya(en) [Follow me on my website](http://www.assentia-hd.com/en) [Follow me on Facebook](https://www.facebook.com/atutiya) [Follow me on LinkedIn](https://www.linkedin.com/in/akira-tsuchiya/) [Follow me on LinkedIn](https://twitter.com/Atutiya) Our background In 1991, we started the business that was not yet found in Japan, or even in the world. That business was to become an agency who provides franchise store-development service. We came up with the idea to persuade companies to join a franchise as their new business; our target was not individuals, but the small and medium-sized enterprises who already established with their businesses. With that as a start, we managed to expand over 30 franchise brands including various restaurant brands i.e. Bakery Restaurant St.Marc(650 uint in Japan, BBQ “Gyu-kaku”(850 unit in Japan), Katsudon “Katsuya”(350 unit in Japan), Sushi delivery “Gin-no Sara”(730 unit in Japan), and from other hospitality business categories i.e. Second-hand automobile dealer “Gulliver”(450 unit in Japan), Second-hand golf club dealer “Golf Partner”(350 unit in Japan), Women’s fitness club “Curves” (2,000 unit in Japan as a master franchisor of the American brand), by selling new businesses to small to medium-sized enterprises in Japan. Number of the stores we successfully opened are over 8000 ! During this time, in 1996, Akira has established a company, Prime Link Co.Ltd., to start a business that we become franchisee ourselves to grow the business. In 2001, Prime Link Co, Ltd., became the very first franchise business company that is listed on the stock market(Nasdaq Japan). In 2006, Akira left Prime Link and started our company, Assentia Holdings, Inc. In 2010, Akira has established Assentia Holdings PTE. Ltd. in Singapore, and started the business to connect Japan and the world. During the last 5 years, our client’s franchise stores have spread in 19 countries（180 unit) in the world. Japanese food business and Japanese-style service are catching a great deal of attention from the world. Our work is spreading out from Asia to Oceania, Middle Eastern, Europe and North, Central and South America. 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I would like to ask you to look up the... ![Akira Tsuchiya(en)](https://app.hubspot.com/settings/avatar/a388bcd440947d185082b011694402a5) [Akira Tsuchiya(en)](https://blog.assentia-hd.com/en-us/ceoblog/author/akira-en) [Read More](https://blog.assentia-hd.com/en-us/ceoblog/the-white-hakama-of-the-navy-blue-house) [![](https://blog.assentia-hd.com/hubfs/%E7%B4%A0%E6%9D%90/%E3%82%B9%E3%83%A9%E3%82%A4%E3%83%891.jpg)](https://blog.assentia-hd.com/en-us/ceoblog/measures-to-reform-business-type-corporate-obsolescence) [ceo blog](https://blog.assentia-hd.com/en-us/ceoblog/tag/ceo-blog) [ceo](https://blog.assentia-hd.com/en-us/ceoblog/tag/ceo) ### [Measures to Reform Business Type (Corporate) Obsolescence](https://blog.assentia-hd.com/en-us/ceoblog/measures-to-reform-business-type-corporate-obsolescence) ## Measures to Reform Business Type (Corporate) Obsolescence Companies have a life span. ![Akira Tsuchiya(en)](https://app.hubspot.com/settings/avatar/a388bcd440947d185082b011694402a5) [Akira Tsuchiya(en)](https://blog.assentia-hd.com/en-us/ceoblog/author/akira-en) [Read More](https://blog.assentia-hd.com/en-us/ceoblog/measures-to-reform-business-type-corporate-obsolescence) #### About - [Assentia Holdings](https://www.assentia-hd.com/en/) - [Franchise Opportunity](https://www.assentia-hd.com/en/worldbridge/) - [Business Design Firm](https://www.assentia-hd.com/en/2020/07/19/the-business-design-firm-a-new-service-that-turns-your-companys-core-business-into-intellectual-property-and-knowledge-industry/) #### Services - [Find a Japanese franchise](https://www.assentia-hd.com/en/2022/01/19/franchise-show-2022/) - [Find a Ramen franchise](https://www.assentia-hd.com/en/tag/ramen-franchise/) #### News - [What is a corporation, or a company?](https://www.assentia-hd.com/en/our-spirit/what-is-a-corporation-or-a-company/) - [Things I think at the shop](https://www.assentia-hd.com/en/our-spirit/things-i-think-at-the-shop/) - [Howard Schultz](https://www.assentia-hd.com/en/our-spirit/howard-schultz/) ### メールマガジン登録 Follow us on Facebook Follow us on LinkedIn Follow us on Twitter Follow us on Instagram