Episode #248: Rodrigo Lima, President of Danone Japan,

“You need to build trust by being transparent about what you know—and what you don’t know.”

“When the big meeting happens, it’s often too late—the real decisions were already made beforehand.”

“If you want people to follow, you must observe deeply and adjust—Japan won’t change for you.”

Previously Rodrigo was Managing Director Danone Oceania, Managing Director Danone Nutricia Oceania, Managing Director Early Life Nutrition Danone Australia and New Zealand, Managing Director India, Sales and Commercial Director Medical Nutrition Division Sao Paulo, Brazil, Affiliate General Manager Columbia Eli Lilly, Regional Brand Director Europe Ely Lilly.
He has a Bachelor of Economics from Universidade de Brazil and an MBA Finance from Michigan State University

Rodrigo brings a global perspective to leadership, having worked across Brazil, India, Australia, and now Japan. His leadership philosophy in Japan has required significant cultural adaptation. One of the most striking differences he encountered was Japan's deep respect for hierarchy and the consensus-driven, bottom-up decision-making process. Unlike other countries where leaders expect immediate answers and dynamic debates, Japanese teams prefer to return with considered responses after internal consultations. This necessitated Rodrigo to adjust his expectations and become more patient and observant.

Rodrigo emphasizes the importance of entering a new culture with humility and curiosity. His approach involves deep observation, listening actively, and being mindful of body language and unspoken cues—essential skills in a context where non-verbal communication carries weight. He also highlighted that in Japan, important decisions are often pre-aligned before formal meetings, making early involvement in project development crucial for effective leadership.

To build trust and engagement, Rodrigo prioritizes transparency and consistency. He believes that sharing both strengths and vulnerabilities helps leaders connect authentically with their teams. He avoids projecting a facade of perfection, acknowledging mistakes openly, and builds teams around his own areas of weakness to complement his leadership.

Communication is another pillar of his leadership approach. He insists that repetition of the company’s vision and key goals is essential for alignment and motivation. At Danone, this includes an annual articulation of “key battles” that ladder up to the broader strategic vision. He ensures that these messages are communicated frequently through town halls, conventions, and online platforms.

Rodrigo also encourages innovation through a structured ideation process. He believes all ideas should be welcomed in the early phase, with filtering based on strategic fit and “right to win.” Moderation and inclusion are key to ensuring that both extroverts and introverts can contribute meaningfully.

Finally, he advocates for a tailored approach to company culture—one that integrates Danone’s global values (Humanism, Openness, Proximity, and Enthusiasm), local Japanese customs, and his personal leadership style. He urges incoming leaders to respect local norms, seek advice from experienced expats and local consultants, and engage with customers early to understand market realities. For Rodrigo, effective leadership in Japan is an art that blends observation, humility, strategic clarity, and genuine human connection.