Episode #265: Nate Hoernig, Founder Humble Bunny
Japan's Top Business Interviews
Previously, Nate was Create Director at Nikko International. He graduated in Graphic Design from Indiana University Bloomington.
“In Japan, humility is admired, but courage to face challenges defines true leadership.”
“Japanese talent often chooses big names like Ogilvy, not small challengers, because family approval matters.”
“Foreign brands in Japan usually underperform — until we apply a framework that lifts results 5.7 times.”
“Building trust here is less about contracts and more about promises kept, even in downturns.”
“Leadership is clearing the fog, laying the road ahead, and helping people see the destination clearly.”
Q&A Subheading Summary
What makes leadership in Japan unique?
Leadership in Japan requires navigating humility, consensus, and a conservative approach to risk. Hoernig explains that Japanese professionals often prioritise stability, influenced by parents and grandparents, making it harder for start-ups to recruit talent. Unlike Western markets, where independence is prized, in Japan family approval plays a decisive role.
How do global executives succeed in Japan?
Success requires adapting strategies to Japan’s consumer behaviour. Hoernig’s team created a framework addressing eight “lenses” of Japanese decision-making. By applying this, brands saw a 5.7x improvement in results, overcoming the common underperformance foreign companies face. This structured, fact-based approach has proven critical for trust-building and credibility.
What leadership style works best with Japanese teams?
Hoernig stresses flexibility, conscientiousness, and systems over personality. His monthly surveys, “hands in sessions,” and “widening the diamond” lexicon provide avenues for staff to contribute safely. Japanese employees, he notes, respond well when given structure, opportunities to learn, and flexibility rarely found in domestic corporations.
How can small firms build trust in a market dominated by giants?
Trust in Japan is built less on contracts and more on promises kept. Even when business downturns hit, Hoernig emphasised delivering on commitments and maintaining transparency with staff and clients. This long-term relational focus often outweighed short-term losses, reinforcing the company’s credibility.
What is Hoernig’s definition of leadership?
For Hoernig, leadership means clearing the fog, laying the road ahead, and pointing to the destination. Leaders must balance functional direction — milestones, goals, frameworks — with personal growth, empathy, and resilience. In Japan, where ambiguity and indirectness dominate, clarity and consistency are essential for teams to follow with confidence.
About the Host
Dr. Greg Story, Ph.D. in Japanese Decision-Making, is President of Dale Carnegie Tokyo Training and Adjunct Professor at Griffith University. He is a two-time winner of the Dale Carnegie “One Carnegie Award” (2018, 2021) and recipient of the Griffith University Business School Outstanding Alumnus Award (2012). As a Dale Carnegie Master Trainer, Greg is certified to deliver globally across all leadership, communication, sales, and presentation programs, including Leadership Training for Results.
He has written several books, including three best-sellers — Japan Business Mastery, Japan Sales Mastery, and Japan Presentations Mastery — along with Japan Leadership Mastery and How to Stop Wasting Money on Training. His works have also been translated into Japanese, including Za Eigyō (ザ営業), Purezen no Tatsujin (プレゼンの達人), Torēningu de Okane o Muda ni Suru no wa Yamemashō (トレーニングでお金を無駄にするのはやめましょう), and Gendaiban “Hito o Ugokasu” Rīdā (現代版「人を動かす」リーダー).
In addition to his books, Greg publishes daily blogs on LinkedIn, Facebook, and Twitter, offering practical insights on leadership, communication, and Japanese business culture. He is also the host of six weekly podcasts, including The Leadership Japan Series, The Sales Japan Series, The Presentations Japan Series, Japan Business Mastery, and Japan’s Top Business Interviews. On YouTube, he produces three weekly shows — The Cutting Edge Japan Business Show, Japan Business Mastery, and Japan’s Top Business Interviews — which have become leading resources for executives seeking strategies for success in Japan.