Pierre Gaulis, founder and CEO of CREAM, a digital agency, came to Japan 13 years ago as a new graduate from Switzerland. Taking intensive Japanese language classes and providing free-lance consulting, he eventually started working as a project manager at GPlusMedia, an online media company. He later became their business development manager which allowed him to build the foundation of an entrepreneur to start CREAM. CREAM researches, designs and develops digital products, services and experiences to help mid-large multinational companies achieve their digital transformation. As a small, close-knit company, CREAM works with agility, backed by digital native employees, the majority in their late twenties. Shortly after a year of founding the company, the 2011 Tohoku Earthquake hit Japan and business stagnated. Despite many foreigners leaving the country, Mr. Gaulis stayed to strengthen the company structure including building prototypes, improving the website and developing trusting relationships with his employees and clients.
CREAM is a multicultural organization with 80% non-Japanese employees or those who have had international experiences. This unique mix of Japanese and foreign culture allows the company to have a deeper understanding of any communication issues between Japanese and foreigners which helps when dealing with multinational corporations. In leading this international team, Mr. Gaulis tries to instil a sense of responsibility and accountability within each individual. He insists that his team stay engaged and genuinely care for the well-being of the organization and “recognize that they are responsible for the relationship first and foremost with the clients and with their teammates.” In addition to engagement, Mr. Gaulis explains the vitality of hiring the right candidates to stay creative and keep growing as a company. To assess whether the candidate can work in challenging environments with high creativity, they take a personality test as part of the recruiting process. Mr. Gaulis’ leadership style is to be empathetic towards people and understand their needs and aims to build trust. He also encourages his team to provide feedback to each other and take risks as he sees failure and mistakes as an investment for future growth. For newcomers to Japan, Mr. Gaulis advises the importance of staying committed, finding local partners who know the local market and network, and hyper localizing to fit the Japanese market needs.
