22/11/24 Blog
【Masa’s Blog】vol.21 About Value (A’ALDA CEO Masamichi Okuda)

※This article is also available as a podcast on Spotify , Apple Podcasts , Amazon Music and Anchor (Japanese ONLY).

Today I will explain the values that I hold dear in my work at A’alda.I will go into depth on each of them separately, but for now I will give you the big picture and some background.There are five values in total.

2.Client comes first 
3.Add Value
5.Be a Good Guardian / Partner

I think all of them are simple and intuitively easy to visualize, but because they are simple, they may be interpreted differently by each individual, so I will describe my thoughts on them here.

  • Integrity

Integrity, as I see it, is “having one’s own beliefs and not behaving in a way that would bend those beliefs even if no one is watching.” A common misconception is that acting nice to everyone in order not to make waves is not integrity. The most important thing is to be sincere with yourself.

  • Client comes first.

This means putting the client’s needs first. Don’t get me wrong, this is not about “taking on whatever the client says,” but rather about “providing value to the client by thoroughly thinking through the client’s issues. There is no point in listening to what the customer honestly says. Thinking through what customers really want based on their words and actions is customer-centricity.

  • Add Value

As it is, it means “creating your own unique value. Understanding your value is very important.
For example, let’s say you take on a new project. When the project does not turn out well, some people blame outside parties for the cause. This person does not understand the value required of themselves. If the cause of success or failure is external, then the person’s intervention value is zero. Be particular about your own value and role.

  • Diversity

Embracing diversity is both more important and more difficult than it sounds. Diversity itself is a buzzword in the business world, but the essence of diversity is “understanding and respecting others. A common misconception is that diversity is something you don’t understand, but that is also diversity, and that you should “move forward without understanding diversity. This is completely wrong. It is just an escape from the word “diversity. The world is a big place, and by meeting and conversing with a variety of people, you will broaden your own sense of values.

  • Be a Good Guardian / Partner (Let’s understand the feelings of pet owners and the industry)

I think this is the most distinctive value of this company. As a person involved in the pet industry, it is important to have a good understanding of pet owners, pets, and the stakeholders in the industry. At a minimum, you need to have a balanced and knowledgeable understanding of what is going on. On the other hand, it is also important to have strong feelings about any one thing in the pet industry. For example, as a single pet owner, I created A’alda because I felt the inconvenience of living with my pet and wanted to create a more livable society.

We will also go deeper into each of these values in the next week or so.


・Pet to Partner – From member of family to member of society.


・To create the most innovative Animal Health Tech Company.


・Think As One, Treat As One.

Our ambition is to create a world
where human and pets live with each other,
help each other, love each other, and trust each other.
We strive to bring happiness to both human and pets with our truehearted passion and through the cutting-edge veterinary technology from all around the world.


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