10 Lessons from Launching a Social Venture in Japan
Launching something is never easy. Here are some important (and sometimes painful) lessons I’ve learnt building mymizu.
I should start off by saying that I don’t have all the answers.
This is not a “how-to” guide. We’re still very much figuring things out, so these are more just some honest reflections after 16 months of launching and running mymizu — a social venture with a mission to reduce single-use plastic, starting with PET bottles.
First, I’ll lay out the facts. As of January 2021:
- We’ve tracked the reduction of 100,000+ PET bottles, gained users across 45 countries, and built a network of 200,000 water refill points around the globe, including 750+ partner cafes, restaurants and other businesses.
- We’ve launched partnerships and collaborations for sustainability with leading brands including Audi, LIXIL, and IKEA, as well as city governments, schools and universities.
- We’ve been lucky to win several prestigious awards, including the Minister of Environment Award (twice!), Chivas Venture Japan, and the iF Social Impact Prize, and gained 1,000+ media appearances across 20 countries.
- Our team has grown to around 25 members, including 4 full-time staff, part-time staff, volunteers and interns (all of whom are absolute heroes).
With that in mind, here are some honest reflections and lessons I’ve learnt. I hope they provide some kind of value or insight to you if you’re considering doing something similar :)
1. Be prepared to be a Chief EVERYTHING Officer (CEO)
When you are a scrappy team with a great idea that is fighting for recognition and traction, then (at least at the beginning) expect that you will be doing everything.
Running a social venture is like doing a (highly disorganised) MBA.
On any given day, you may be doing:
- Strategy
- Project Planning and Management
- Admin
- Accounting / Cash Flow / Financial Management
- HR (including hiring, contracts, etc)
- Team / Performance management
- Business development
- Marketing & Communications (Press releases, Social Media, etc)
- Sales & Negotiations
- Presentations / Pitches / Media Interviews
- Legal affairs
Of course, as the team grows, this will change and you can begin to streamline and share responsibilities. But in the early stages, be prepared for everything.
And enjoy it, because it’s a hell of a learning experience.
2. Don’t build a product. Build a movement.
No one needs another product or service. What people need, in this day and age, is something to believe in.
At mymizu, we’ve been clear since day one that our big goal is not just to reduce consumption of PET bottles; it’s to trigger and lead a movement for sustainable living.
Every complex system has what are known as ‘leverage points’; i.e. places where small shifts in one thing can produce big changes in everything.
For us, PET bottles are our leverage point — the conversation starter that helps to engage people on mass on difficult topics like climate change and environment, and a starting point for a much broader journey towards sustainability. This is why we also provide our own brand of renewable energy, for example; to provide a ‘next step’.
We’ve been working tirelessly to build strategic partnerships across sectors, ranging from some of the world’s biggest companies to local schools — because power lies in numbers.
Have you heard of the 3.5% rule?
It’s the idea that 3.5% of a population actively taking part in non-violent, direct action can create enough momentum for societal change.
Don’t build a product or service; build your 3.5%.
3. Have a crystal clear “Why”
When you’re on a social mission, the WHY is everything.
Yes, the WHAT (quality of the service, specs, pricing, etc) and the WHEN are important, but…
a compelling mission can be the difference between gaining a ‘customer’ or ‘user’ and gaining an evangelist who will scream from the mountain-tops about your revolutionary idea.
Since launch, we’ve been blown away at how many people have supported our cause — without being asked.
From people approaching their favourite cafes and ‘pitching’ mymizu, to shops making promotional flags to dangle from their storefronts and influencers creating Youtube videos to introduce mymizu; people have gone to great lengths to ensure we succeed.
One thing that may help to clarify your “why” is to ask yourself: WHY are YOU doing WHAT you do? And why NOW?
Make sure that your NORTH STAR is clear, defined and actionable.
This can help to drive your story and engage people who will help move your venture forward.
4. Technology x Community = Social Impact
Technology is nothing without the people who use it to drive positive change.
While mymizu is most known for its smartphone app, we invest much of our time in building community, from educational initiatives to events.
For example:
- Beach cleans bring people together for fun in the outdoors, where they can create a tangible impact and have important discussions on sustainability.
- Online events provide a space for people to connect and come up with new ideas to take action at the local level, without geographic restrictions.
- Talks and seminars at schools, universities and companies engage a wide range of people and help them take simple steps towards a better environmental impact.
All of these are ways to create a strong “tribe” that can help to take your movement to the next level, and ultimately scale your social impact to an entirely new level.
5. Things will always change
If I had a penny for every time someone asked me “But how do you make money by giving out free water?”, I would probably be able to build myself a Tiny House (#LifeGoals).
At the beginning, we had all kinds of revenue-generating ideas in the pipeline; from QR-code enabled points systems to providing anonymized data to urban planners. And while all of these may have been feasible, we ultimately ended up taking a very different approach (in large part due to the pandemic).
Anyways — the main lesson for me here was not to get too down if I didn’t have all the answers.
You can’t have everything 100% clear from day one.
Remember, starting any new venture is a process; there will always be changes and things will always evolve. It’s never a ‘finished product’.
Just make sure you have faith in yourself, your team and your idea to change the world.
6. The importance of storytelling
Stories are the original viral tool; a compelling narrative can help you gain the 1,000 “true fans” that will help you reach the masses.
The story is not just what you say on stage; it’s the narrative that ties together all of your public-facing communications, from your social media channels to your website, your emails to your business cards.
Why did you start this instead of doing the 1,000 other things you could be doing? And more importantly, why should someone scrolling through their Instagram feed care?
Make sure you communicate the “WHY” at every opportunity you have.
And importantly, make sure you tell the stories of the people behind the venture; people ultimately invest in the team just as much as they invest in the idea.
7. Partnerships, Partnerships, Partnerships
In the weeks after we launched, we were taken aback at the response we received, thanks to the many people who tweeted, shared and promoted our cause.
And within months, we had some of the world’s biggest brands reaching out via our (very basic) “Contact Us!” web page.
Since then, we’ve been meeting, developing exciting ideas, and carrying out collaborations with the likes of Audi Japan, LIXIL, IKEA, and Shizen Energy — partners who have been absolutely essential to our journey. Working with these kinds of purpose-driven organisations has helped to scale our impact in ways that we could never have really imagined.
We also work continuously with local governments (eg. Kobe City) to help tackle plastic waste, as well as countless schools, universities and community groups — as this is the lifeblood of our movement.
As a guiding principle when making decisions around collaborations, we ask “does this collaboration help us to 100 times our impact”?
If it’s a “yes”, then we go full steam ahead.
If it’s a “no”, then it’s time to reconsider.
8. People don’t get it, until they get it
When I described mymizu to people at first, some didn’t really get it. In fact, I distinctly remember a few cafe owners and others telling me that this was a great idea but would never work in Japan because of cultural differences and so on.
I also had people telling me and commenting on our early media articles that this is an idiotic idea because you could just open up the tap in a 7–11 and drink the water there (my answer to that is: yes, technically you could — but do you ever see anyone doing that…?).
I have nothing against these people at all.
In fact, you shouldn’t expect people to get it or really care until you:
- a) Start;
- b) Build some kind of momentum — even if just baby steps; and
- c) Effectively communicate what you do and why you’re doing it.
In Japan — more so than other countries perhaps — having some kind of precedent (前例）is so important.
Once you get the first client/partner/user, life becomes 10 times easier. Things will start to move, and then people will (eventually) get it.
9. The team is everything
Any organisation is only as good as its people.
Building and running any new venture is like setting sail through unchartered waters. Your crew will be the difference between shipwreck and success, and it will determine whether you enjoy the journey or whether you loathe it.
We’ve been extremely fortunate since day one to have incredibly talented, driven and generally lovely people join and support our movement.
Some of my fondest memories have been hanging out with our team, from late-night, pizza-fueled work sessions to Stand-up Paddling and doing ‘indoor camping’ in our office (yes, that’s a thing).
One important learning I had was that you CAN do very effective teambuilding even via Zoom — which became critical with the outbreak of the coronavirus.
We regularly hold things like online workouts, workshops, and peer-to-peer learning sessions to make sure that we are connected and motivated, despite being physically apart. As a result, our team grew closer than ever, despite (in some cases) never having met in the flesh.
Every morning, during our online stand-up meetings, we do squats as a team. It seems stupid, but doing small things like this online can make a world of difference to team morale and “togetherness”.
Build a great team, and great things will follow.
10. Most importantly: Self-care
When people ask me “what is the one thing you would’ve done differently?”, I tend to gravitate to the same answer; Self-care.
I cannot emphasise how important this is; especially after experiencing a few health challenges myself due to overwork and stress. When you live and breathe your work, your mental and physical health can often be the lowest on the totem pole of priorities. This is a trait I see a lot with social entrepreneurs and other mission-driven people.
But what I try to remember is the following:
Self-Care Is Not An Indulgence. It’s A Discipline.
Because no one can keep up the massive, prolonged efforts needed to create complex and structural changes our society needs if they are sleep deprived, hunched over their laptop and near burn-out. Maybe they can in the short term, but it WILL NOT last.
Social change is a marathon, not a sprint.
Your attitude towards yourself will probably be a key factor in determining whether your venture sinks or swims, so set a good example for your team by doing basic self-care, whether it’s a daily walk, gratitude journaling, meditation or whatever works for you. And take TIME OFF (some of our best ideas come from time away).
The healthier the foundation, the stronger the ability to focus, to think big, and to drive positive change. So look after your body, mind and important relationships. Not just for yourself, but for everyone’s sake :)
Thanks for reading.
If you’ve had any lessons, experiences or reflections from doing something similar, please share in the comments below. Or feel free to just jot down any thoughts you’ve had while reading — I’d love to hear!
Also, if you’re interested in social impact in Japan, you can see some of my other posts here:
- 25 Opportunities For Volunteering and Social Good in Japan
- 5 social businesses in Japan changing the way we “do good”
- Sanpo Yoshi: the Japanese business principle of success through responsibility
