EA-TOKYO INTERVIEWS
WILLIAM REED
Guerrilla Marketing Genius & the AMTGROUP
July 02 2003 - Mr. William Reed, Guerilla Marketing Coach for the AMTGROUP and Master Trainer for Guerrilla Marketing Genius.
1.When did you start your first business? What was it? What lessons did you take away from that experience?
My first business in Japan was going freelance as a translator in 1983. But that was only possible because I had started studying Japanese as an exchange student in 1972! In other words, I had a 10-year head start.
2. When did you start your current business?
1989
3. How did you choose to form it?
I formed Reed Research as a Yugen-gaisha and took on various types of work, centering on translation and training. The emphasis has changed over the years, according to interest and market demand, but since 2002 I have focused almost exclusively on Guerrilla Marketing and Creativity training.
4. What was the most difficult aspect of starting your business in Japan?
Developing the specialty vocabulary and comfort level to do business in Japanese in various fields was the biggest intellectual challenge. However, the biggest emotional challenge is that of staying the course, being willing to persist and not give up in the face of lean times operating without a safety net. Guerrilla Marketing was the perfect cure for that, because it gives you hundreds of accessible tools and actions you can take to keep moving forward. You are too busy to worry about the business! Everything is marketing focused, so you see results and stay positive.
5. Do you see yourself as an Entrepreneur? Why?
No doubt about that. I have worked for myself for 20 years now, through thick and thin. They say that the worst thing about a job is that employers pay just enough so that you don't quit, and employees work just enough so they don't get fired! An entrepreneur cannot afford to play that sort of game. If you don't care about your business, who will? The challenge is keeping your life in balance as your business grows, but because you don't have to deal with so much with office politics, other people's agendas, or maintaining appearances, the work you do as an entrepreneur is much more efficient.
6. What is your definition of an entrepreneur?
A person who understands how to leverage maximum results from limited resources to create a successful business of their design.
7. What piece of advice would you give to a person wanting to start his or her own business in Japan?
Have a passion for what you do, be interested in the Japanese language and culture, gain from the experience of others, learn about and apply Guerrilla Marketing.
8. Can you recommend any resources such as books, websites, or support centers for entrepreneurs in Japan?
For websites I recommend starting with Guerrilla Marketing Genius at www.gmarketing-genius.com, which has useful information as well as links. I believe the Entrepreneur Association ofTokyo www.ea-tokyo.com is a great place to start, and will only get better as more entrepreneurs get involved!
Good books to start with include THE WAY OF THE GUERRILLA by Jay Conrad Levinson, PERMISSION MARKETING by Seth Godin, and THE FALL OF ADVERTISING AND THE RISE OF PR by Al and Laura Ries.
9. Who are your mentors in business?
Jay Conrad Levinson, Tony Buzan, Michael Gelb, and many more.
www.gmarketing-genius.com
www.b-smart.net
www.amt-group.com
