Cross-cultural leadership is one of the most critical challenges facing business leaders in Asia today. Host Robert Heldt welcomes Paul Dupuis to the Asia AIM podcast to discuss his remarkable journey leading organizations across Japan, India, and the APAC region. Paul shares insights on transformational leadership, balancing kaizen with jugaad, and building empathy in leadership during times of crisis. From arriving in Japan as a backpacker to turning around Randstad India during the pandemic, Paul reveals proven strategies for managing diverse teams in Asia and becoming a future-ready leader in today's hybrid work environment.

What You Will Learn in This Episode:

How to apply cross-cultural leadership principles when managing teams across Japan, India, and Asia, including the universal traits that work everywhere and the 10% localization that makes the difference

The five pillars of transformational leadership (envision, express, excite, enable, execute) and how to adapt them when leading multicultural organizations in hybrid work environments

How to balance kaizen continuous improvement with jugaad frugal innovation to unlock your team's creative potential and drive results in diverse Asian markets

Why compassionate leadership and empathy in leadership are critical muscles for future-ready leaders, especially during times of crisis and organizational change

Discover how to navigate the APAC Marketing challenges with Asia AIM! Subscribe now to unlock expert insights on tailoring strategies for diverse markets such as Japan, Australia, India, and Singapore.

TIMESTAMPS:  

00:00 How Paul went from $300 and a park bench to a billion-dollar leadership

04:45 Mastering cross-cultural leadership: 90% universal, 10% local insight

06:59 Inside Paul’s turnaround of Randstad India: Leading through crisis

11:22 The E5 leadership framework: 5 steps to transform any team

18:00 Kaizen meets jugaad: Japan and India’s secret to innovation

26:40 Building leadership muscles: Empathy, curiosity, and compassion in action

31:42 The DNA of a multicultural leader: How to adapt, engage, and connect

KEY TAKEAWAYS:  

Effective cross-cultural leadership is 90% universal and 10% local. Traits like honesty, transparency, and having your team's back are essential everywhere, while the remaining 10% require understanding cultural nuances, such as kaizen in Japan or jugaad in India.

Compassionate leadership goes beyond empathy in leadership; empathy is feeling what others feel, but compassion requires taking action to help team members overcome challenges. 

Future-ready leaders must develop fluid leadership abilities, moving between four quadrants: directive, achievement-oriented, participative, and supportive. The key is knowing which role to play at the right time while maintaining consistency in being flexible

BIOGRAPHIES:

Robert Heldt – CEO & Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies.

Paul Dupuis is the founder and CEO of Take-5 Global K.K., a consultancy firm specializing in business advisory services, leadership development, and mergers and acquisitions in Japan and India, with over 25 years of experience helping businesses grow across Asia. Previously, he served as CEO and chairman of Randstad Japan and head of Randstad India, where he led significant turnarounds and was recognized as one of India's Best Leaders in Times of Crisis in 2021. Paul holds management qualifications from INSEAD and London Business School. He is the author of The E5 Movement (2020) and its Japanese version, The 5 Golden Rules of Leadership (2023).

The E5 Movement

Future Ready Leadership Gym

Paul Dupuis LinkedIn

Paul Dupuis Instagram

 RESOURCES MENTIONED: 

AIM B2B - Website and Contact

AIM B2B - Podcast

Robert Heldt - Custom Media KK | LinkedIn

APAC marketing strategies are vital for success in the diverse Asia Pacific region. Hosted by Robert Heldt, Asia AIM explores effective growth marketing in diverse APAC countries. In this episode, Vivien Dao, a growth marketing expert, shares insights on navigating the unique challenges of growth marketing and cybersecurity in the APAC region. From Japan’s detailed demands to Singapore’s dynamic trends, discover how adapting global marketing strategies to APAC markets can enhance brand awareness and success.

What You Will Learn in This Episode:

How to adapt global campaigns for diverse APAC Marketing markets

Importance of market maturity in shaping strategies

Leveraging customer case studies for credibility

Using AI for effective brand awareness

Discover how to navigate the APAC Marketing challenges with Asia Aim! Subscribe now to unlock expert insights on tailoring strategies for diverse markets like Japan, Australia and Singapore.

https://www.youtube.com/@AIMB2B

TIMESTAMPS:  

00:00 Warning against one-size-fits-all marketing, emphasizing diversity and full commitment to succeed in the dynamic APAC region.

06:52 Marketing strategies that work in other regions don’t work in Japan because English proficiency doesn’t translate to the Japanese language.

10:57 Dao shares three principles: assessing market maturity, aligning priorities and using local customer case studies for effective growth marketing.

16:56 Dao’s APAC Marketing messaging includes a glossary of terms, cultural sensitivities and a discussion of marketing budgets.

28:22 Dao advises that visual creative content will set you apart for success in the diverse APAC region.

KEY TAKEAWAYS:  

Avoid one-size-fits-all APAC marketing. Vivien stresses full commitment to diverse APAC region markets for success.

Robert decodes growth marketing and reveals why standardized strategies consistently fail across Japan and the rest of Asia. 

Vivien shares her three principles that will drive effective APAC Marketing: assess market maturity, align priorities and use local customer case studies. 

To conquer Japan's cybersecurity market, the AI-powered messaging guide delivers culturally sensitive localization essential for driving brand awareness.

BIOGRAPHIES: 

Robert Heldt – CEO & Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies.

ABOUT THE GUEST: 

Vivien Dao leads Growth Marketing for Asia Pacific and Japan at a large tech company. She works at the intersection of marketing, strategy and sales alignment, helping to expand market reach and turn regional insights into global impact. In her spare time, she enjoys supporting grassroots organisations with marketing plans as well as wild food foraging.

Vivien Dao - LinkedIn

RESOURCES MENTIONED: 

AIM B2B - Website and Contact

AIM B2B - Podcast

Robert Heldt - Custom Media KK | LinkedIn

Welcome to Episode 3 of the Asia AIM podcast. Doing business in Japan is unlike anywhere else in the world; if you want to succeed, relationships are crucial. Today, Robert Heldt is joined by Dr. Greg Story, author of Japan Sales Mastery, to uncover why trust and long-term partnerships are vital for Japan’s B2B market. From illustrating and explaining kokorogamae (true intention), to mastering nemawashi (the careful groundwork behind every deal), this episode reveals how patience, detailed preparation and speed of response can transform a “maybe” into a “yes.”

TIMESTAMPS: 

• (03:45) Relationship building and trust are key in Japan’s B2B sales due to risk aversion
• (05:13) Describes kokorogamae (true intention) and nemawashi (groundwork) as critical for every deal
• (11:45) Japanese buyers demand detailed materials and require speedy replies to maintain trust
• (17:06) Patience in slow consensus-driven sales and how to overcome risk aversion
• (23:57) Explains challenges in obtaining testimonials and referrals 
• (27:55) Preserving long-term partnerships and common mistakes foreign companies make 
• (36:20) Quick round: Japanese insights, the buyer is king and resource recommendations

KEY TAKEAWAYS:

• Relationship building is critical in Japan’s B2B sales as Japanese buyers prioritize trust over immediate offers.
• Kokorogamae sets the foundation for genuine long-term partnerships since it demonstrates you prioritize clients’ success.
• Nemawashi involves working with a champion to navigate internal stakeholders and build consensus-driven decisions.
• Detailed materials and speedy replies address Japan’s risk aversion, providing confidence to buyers.
• Patience is key in Japan’s lengthy sales cycles, but fast execution follows once trust is established.

BIOGRAPHIES: 

Robert Heldt – CEO & Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies.

Dr. Greg Story - Holding a Ph.D. in Japanese organisational decision-making, and a 40-year veteran of Japan, Dr. Greg Story has broad experience, especially after being Country Head of four organisations in Japan. Dr. Story launched a start-up in Nagoya and completed turn-arounds in Osaka and Tokyo for Austrade. In 2001, he was promoted to Minister Commercial at the Australian Embassy and the Country Head for Austrade. In November 2003, Dr. Story joined Shinsei’s retail bank, which was a special combination of start-up and turn-around.  He had 550 staff in his Platinum Banking Division, responsible for two-thirds of the revenue of the retail bank, and eventually became the Joint CEO of the retail bank. In July 2007, Dr. Story became the Country Head for the National Australia Bank in Japan. In October 2010, he became President of Dale Carnegie Tokyo Training Japan. He is a Master Trainer and an international award-winning Sales Leader with Dale Carnegie. He is a thought leader and has written eight books: Japan Sales Mastery, Za Eigyo (The営業), Japan Business Mastery, Japan Presentations Mastery, Anata mo Purezen Tatsujin (あなたもプレゼンの達人), Stop Wasting Money On Training, Toreningu de Okane Wo Muda Ni Suru No Wa Yamemashoo (トレニングでお金を無駄にするのわ やめましょう) and Japan Leadership Mastery (現代版『人を動かす』リーダー). He is an Adjunct Professor at the International Business Faculty of Griffith University. A 6th Dan in traditional Shitoryu Karate, he applies martial art philosophies and strategies to business issues.

RESOURCE LINKS: 

• AIM B2B - Website and Contact
• AIM B2B - Podcast
• Robert Heldt - Custom Media KK | LinkedIn
• Dr. Greg Story - LinkedIn
• Dale Carnegie - Website

DR. GREG STORY’S BOOKS

• Japan Sales - Mastery Lessons From Thirty Years in Japan 
• Amazon.com: Japan Business Mastery: What you Really Need to Know (The Japan Leadership Series Book 2) eBook -
• Amazon.com: Japan Leadership Mastery: Your Complete Leadership Toolkit eBook -
• Japan Presentation Mastery Japanese Edition  
• Amazon.com: Stop Wasting Money on Training: How to Get the Best Results from Your Training Budget in Japan (Japanese Edition) eBook - 
• Stop Wasting Money on Training: How to Get the Best Results from Your Training Budget in Japan 
• Japan Presentations Mastery: Your Complete Presentations Bible
• Za Eigyo: Nihon tsu serusu masuta ga mita nipponryu eigyo jutsu (Japanese Edition)

Hello and welcome to Asia AIM, the podcast that uncovers the strategies and stories driving business success in Japan and the APAC region. Robert Heldt, CEO of AIM B2B, is joined by Shay Khosrowshahi, Managing Director of YuLife Japan and Asia. From scaling a SaaS startup in the UK to leading its explosive growth in Japan, Shay reveals how to navigate in one of the world’s toughest markets, Japan. This episode will provide insight on alignment, localization, credibility and trust. 

IN THIS EPISODE:

• (00:00) Opening
• (02:08) Shay shares his career trajectory
• (06:11) The importance for businesses to localize for market acceptance to match Japan’s need for trust, credibility and commitment 
• (10:15) Shay compares the UK and Japan approaches and stresses localization and commitment 
• (15:30) Fostering team alignment and engagement after changing leadership style
• (24:00) METI’s wellbeing certification, leveraging education to address mental health challenges, accessible content and influencers to drive education
• (28:38) Warnings against spreading too thin with partnerships and the importance of building credibility
• (33:40) Shay discusses OKRs for agility, urgency and culture and aligning quarterly goals with the long-term mission 
• (36:19) Final questions, thoughts and conclusion

KEY TAKEAWAYS:

• Localization and commitment are crucial for SaaS success in Japan. A tailored product and local expertise is essential in building credibility and trust with customers and partners.
• Alignment and consensus drive effective partnerships and team dynamics, necessitating adaptive leadership and strong communication to align with Japan’s corporate culture.
• Education through content, events and influencers, along with agility and urgency, accelerates growth by addressing wellbeing needs and optimizing the sales funnel.

RESOURCES:

• AIM B2B
• Robert Heldt - Custom Media KK | LinkedIn
• The Five Dysfunctions of a Team: A Leadership Fable, 20th Anniversary Edition: Lencioni, Patrick M.: 9780787960759
• Amazon.com: Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs
• The Qualified Sales Leader: Proven Lessons from a Five-Time CRO
• Amazon.com: $100M Leads Summary & Workbook: How to Get Strangers To Want To Buy Your Stuff (Acquisition.com $100M Series) eBook
• Shay Khosrowshahi - LinkedIn

GUEST BIOGRAPHY: Shay Khosrowshahi

Managing Director of YuLife Japan & Asia, Shay is leading the company’s expansion across the region. Since relocating to Tokyo, he has grown YuLife Japan from the ground up—reaching 40 corporate customers and over $200K in ARR within nine months. Before that, Shay was one of the first 20 employees at YuLife UK, where he helped grow the company to ~$20M ARR, 210+ employees and multiple funding rounds. Shay was also the co-founder of DecifAI, a data, AI and revenue intelligence agency focused on helping teams make smarter, more measurable decisions. He brings a balanced mix of technical and commercial experience, with a background spanning digital marketing, data science, revenue operations, sales and general management. Shay is especially passionate about building from zero, creating high-performing teams and navigating the challenges of scaling across cultures and markets.

B2B marketing in Asia, Japan localization, APAC demand gen, and cultural nuance headlines this kickoff episode of the Asia AIM Podcast. Join AIM B2B CEO Robert Heldt and COO Sam Bird as they break down what it really takes to build trust, localize content, and accelerate revenue in JapaTa n and the wider APAC region. From the inside scoop on AIM’s proprietary Adapt-Implement-Maximize framework to real-world war stories about global brands, this conversation is stacked with actionable insights for marketers and business leaders. If boosting pipeline, sharpening localization, and scaling B2B marketing in Asia are on your roadmap, smash play and stay to the end for book recs, tech stacks, and next-step resources. Whether you lead regional campaigns or a global C-suite, this is your front-row seat to next-level B2B marketing in Asia done right.

• (00:00) Intro to the Asia AIM Podcast 
• (01:53) Hosts Robert Heldt & Sam Bird swap origin stories
• (03:00) What “Adapt-Implement-Maximize” really means for global brands
• (06:18) Biggest trends and pain points in Japan’s B2B buyer journey
• (08:00) Common localization mistakes and how to dodge them
• (11:12) Building trust before tactics: why the “why” comes first
• (16:00) Clean-energy case study: full-funnel launch that landed media plus DOOH
• (19:30) Blue ocean repositioning in manufacturing pays off
• (21:39) Future guest lineup: CMOs across APAC spill their playbooks
• (25:47) Kaizen, nemawashi, and other must-know cultural concepts
• (34:00) Quick fire round: book picks, business insights, and final advice
• (37:48) How to connect with AIM B2B and keep leveling up

• Stop Translating, Start Localizing: What Market Fit Really Takes in APAC. True market fit demands culturally attuned messaging plus UX tailored to local buyer expectations.
• Trust trumps tactics. Long term wins in Japan start with patient relationship building and nemawashi style consensus.
• Data-driven strategy first. AIM’s Adapt-Implement-Maximize cycle anchors every campaign in research, KPIs, and continuous optimization.
• Content is king, distribution is queen. Multi channel touchpoints across the APAC buyer journey require consistently localized assets.
• Kaizen mindset. Launch small, learn fast, and iterate for compounding returns in complex Asian markets.

Robert Heldt – CEO & Co-Founder of AIM B2B, 20+ years in Japanese marketing and media. Known for bridging global brands into APAC through culturally sharp, data-backed growth strategies.

Sam Bird – COO of AIM B2B, 15-year Japan resident with agency and client-side leadership experience across the U.K. and Asia. Focused on demand generation, content ops, and ROI analytics.

• AIM B2B Website & Contact:https://aim-b2b.com/
• Podcast Home: https://asiaaimpodcast.com

B2B marketing in Asia, Japan B2B marketing, APAC demand generation, localization strategy, AIM B2B, Robert Heldt, Sam Bird, marketing podcast, cultural nuance Japan, digital transformation APAC, account-based marketing Asia, kaizen, nemawashi, Adapt Implement Maximize, content localization, global marketing strategy

B2B marketing in Asia starts here. Discover APAC growth strategies, brand localization, PR, ABM and demand generation in Japan and across Asia-Pacific. The Asia AIM Podcast is your front row seat to the strategies, stories and successes powering today’s most innovative B2B brands in Japan, Southeast Asia and the wider APAC region. From generating demand and localizing brands to shaping PR strategy and executing ABM in Asia, this podcast brings you behind the scenes with marketing leaders and business visionaries driving growth in APAC’s most competitive industries.

AIM B2B, a Tokyo-based integrated PR and marketing agency, this show is built for business leaders, marketers and innovators ready to drive results in Asia’s high-stakes, fast-moving B2B environment. Whether you’re launching an account-based marketing campaign, building brand trust in high-context cultures or unlocking new demand generation channels, the Asia AIM Podcast delivers real-world insights grounded in APAC expertise. 

Asia AIM welcomes guests from the Asia-Pacific B2B marketing community, including branding experts and senior decision-makers. Featured sectors include technology, professional services, cybersecurity, clean energy, healthcare, and manufacturing.

Each episode aligns with AIM B2B’s proprietary AIM Framework: Adapt, Implement, Maximize. We help you Adapt with market research and localized messaging, Implement through standout creative, compelling stories and digital campaigns and Maximize your impact through smart measurement, SEO, GEO and scalable strategy.

Expect deep dives into localization strategies in APAC, multichannel paid media in Japan, generative engine optimization (GEO), AI’s role in enterprise marketing and regional content strategy and performance tracking. Succeeding in Asia takes more than translation, it requires cultural insight, strategic intent and marketing that truly resonates. The Asia AIM Podcast connects the dots between creativity, commerce and regional context, helping your brand thrive in APAC’s most dynamic markets.

AIM B2B in Tokyo, the agency that helps purpose-driven B2B brands grow through storytelling, strategy and execution. Subscribe now to the Asia AIM Podcast and unlock your brand’s potential in Asia’s most exciting and competitive B2B markets.

Let’s move forward—always forward. Subscribe now to the Asia AIM Podcast and unlock your brand’s potential across Asia’s most exciting and competitive markets.

Hosts:

Robert Heldt CEO & Co-Founder

Robert is an accomplished entrepreneur and thought leader with over 17 years of experience in digital marketing and strategic communications. He advises global brands on their market entry and expansion strategies for Japan. He has a passion for high-quality creative work and delivering strategic marketing solutions with a results-driven approach. Robert holds an MBA from McGill University and a qualification in Digital Transformation Platform Strategies from MIT Sloan. He is a Vice-Chair on the PR & Marketing Committee of the American Chamber of Commerce in Japan, and a Vice-Chair of PR Worldwide Alliance, a global network of independent PR agencies.

Sam Bird COO

Sam is a seasoned marketing leader, he brings extensive experience from both agency leadership and in-house CMO roles across Japan, APAC, and the UK. Sam’s expertise spans strategic marketing communications, with a particular focus on emerging digital strategies like GEO, delivering integrated campaigns that encompass ABM, demand generation, automation, performance marketing, digital, and social media. Sam holds an MBA and is committed to continuous learning in the evolving marketing landscape. In addition to his core marketing work, he is the Co-Founder of MinkaLife, focused on sustainable community regeneration, and the Founder of both CMO Lunches and the InsideOut community, platforms fostering best-practice sharing among marketing leaders in Tokyo.

RESOURCES:

• Connect with us : https://aim-b2b.com/
• Robert Heldt LinkedIn: https://www.linkedin.com/in/robertheldt/
• Sam Bird LinkedIn: https://www.linkedin.com/in/samuelbird/