In an enlightening exchange with Eric Waddell, CEO of SIYA PLUS, a marketing agency in Japan, we uncover his transition from a tech-savvy professional to a pioneering entrepreneur. This interview, vital for international talents and aspirants on Jelper Club—an innovative platform that connects global top students with Japanese career paths—highlights Waddell's strategic insights and personal experiences in adapting and thriving in Japan's business environment.
—— Could you start by telling us a bit about yourself and your professional background?
Waddell: Sure. So, hi, I'm Eric Waddell. I'm the CEO of SIYA Plus, a marketing agency that we recently formed in Japan, and my background is mostly in tech. I graduated from Carnegie Mellon in 2009, and I've worked in tech basically my entire career before starting this company, which started at Accenture in the U.S where I worked in government consulting for a number of years before I decided I wanted to explore other places around the world. After coming to Japan, I worked in companies including Rakuten as well as a Toyota subsidiary Woven by Toyota.
—— What motivated you to choose Japan as a place to work and ultimately start your own business?
Waddell: There's, I guess, a longer backstory here, but mostly it comes down to wanting to try living in other places around the world. I wanted to go to someplace that was even more different than other English-speaking countries compared to the US. Japan offered a very different cultural perspective and business environment, which was enticing to me. As to starting my own business, I really had no reason not to. Autonomy and being directly connected to value generation if you need more than simple curiosity.
—— Can you describe the focus of your business at SIYA PLUS?
Waddell: We are a Marketing Solutions company, more or less a marketing agency, with additional focus on consumer insights and leveraging technology to improve marketing efficiency. . Our business primarily targets inbound business into Japan, focusing on foreign companies, particularly those from America, China and Europe. With our current clients we deal mostly in English, Japanese and Chinese. My role involves integrating tech to provide more efficient marketing operations and reduce toil while my co-founder Chloe Wu handles the consumer insight and how to utilize it for better marketing results.
—— What challenges did you face when establishing your business in Japan, and how did you overcome them?
Waddell: Establishing a business in another country was challenging, though not because of the culture specifically. Probably networking, on all sides. Whenever you enter a new market in a country without a network you’re going to have a harder time with all sorts of things a business wants to do. Knowing common pitfalls in the country, hiring, client acquisition. This wasn’t quite as hard as both Chloe and I had been here for several years before we started, but the kind of networks you build for personal reasons and for business reasons are different and take time to develop.
—— What advice would you give to foreign talents considering a career or business in Japan?
Waddell: I think the most critical advice I'd offer is to be truly prepared for the differences between the countries. Culture and business practices are one thing, but also people never know for sure if they can handle living outside their home country until they try it. Also, ensure you have a skill set that is highly valued here, which can set you apart from local talent. Japanese businesses value expertise and experience, so being able to showcase tangible skills that fill a gap is crucial.
—— How do you see the role of international talent evolving in the Japanese market?
Waddell: Japan is gradually opening up to global business standards and consumer preferences particularly in tech, but it's a slow process. International talents can bring fresh perspectives and innovation, which is increasingly recognized as valuable. There's a growing appreciation for diverse ideas, especially as Japanese companies look to compete on a global stage.
—— What future trends do you anticipate in the Japanese business environment?
Waddell: The trend is definitely towards a more internationalized and standardized experience, particularly within tech. For example, Japan has been stereotyped as a cash society for a long time, but cashless payments through Felica were already common when I got here and that only accelerated as companies like PayPay became popular.
Companies like ours help bridge the gap between Japan and other global markets. As Japan continues to adapt to global business practices, I believe there will be more opportunities for businesses and talents that can navigate both local and international contexts effectively.
—— How do you see the role of Jelper Club in facilitating the entry and success of international talents in Japan?
Waddell: Beyond having those skills necessary, people who want to come to Japan actually need an entry point because they need some place to actually go and find people to interact with because they have no network. And Jelper Club is a good way to get contact with the career network where they can try and find opportunities. Anything in that way that exposes people and allows connections quickly is a positive in my mind.
Eric Waddell's journey and insights are not just inspiring but also instructive for those looking to understand or enter the Japanese market. Through Jelper Club, Eric's experiences serve as a guiding light for top students and professionals worldwide, eager to explore and excel in Japan's diverse and dynamic work environment. This article is a must-read for anyone aiming to bridge cultural and professional gaps in Japan, providing a roadmap for success in one of the world's most intriguing business arenas.
At Jelper Club, we're here to support you every step of the way for your career development in Japan. Our platform connects ambitious students from top universities worldwide with exclusive internship and full-time job opportunities in Japan with a variety of Japanese proficiency requirements. We also provide access to practical information, member-only events, and a professional community of like-minded individuals.
If you're ready to embark on your own Japanese adventure, visit Jelper Club today and discover how we can help you unlock your potential in Japan.
(Interviewer/Editor: Jelper Club Editorial Team)
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