Target

About the Author

Jérôme Chouchan is the President of Godiva Chocolatier for Japan, South Korea, Southeast Asia, India, Australia, and New Zealand. With extensive management experience in Japan and Asia, he has worked for prestigious global brands such as Lacoste, Hennessy, and Lladro. Chouchan holds a master's degree in management from the Grand Ecole HEC Paris. Beyond his business acumen, Chouchan has practiced Kyudo, the ancient Japanese martial art of archery, for over 25 years. He holds a Kyudo Renshi (instructor license) and a 5th dan degree. He is also a Board Director of the Kyudo International Federation, which governs the development of Kyudo globally. Chouchan published 'Target' in Japanese in 2016, with the English edition following in 2018.

Main Idea

'Target: Business Wisdom from the Ancient Japanese Martial Art of Kyudo' by Jérôme Chouchan draws parallels between the principles of Kyudo and effective business practices. The book emphasizes that the journey towards achieving a target, whether in archery or business, is as crucial as the target itself. Chouchan advocates for a deeper, more meaningful approach to business, where the focus extends beyond mere profit to encompass personal growth, customer satisfaction, and ethical integrity.

Table of Contents

• Introduction
• Principles for Hitting Your Target
• You Don’t Reach a Target; A Target Reaches You
• A Pure Heart
• Right Shooting Always Results in a Hit
• Right Shooting Results in a True Hit
• Lessons from Kyudo and Japan
• There Is No Such Thing as a Perfect Shot
• The Moment the Arrow Leaves the Bow
• How to Make Your Work Meaningful and Enjoyable
• The Right Inner Intention
• The Important Things are Sensed
• How to Live a Fulfilling Second Life

Principles for Hitting Your Target

People have an innate desire to aim for and hit their targets. In Kyudo, hitting the target with an arrow represents achieving one's goals. This section explores how the principles of Kyudo can guide business leaders in setting and reaching their goals. The key takeaway is that the process and mindset in reaching the target are as important as the target itself.

You Don’t Reach a Target; A Target Reaches You

This principle teaches the importance of “right shooting,” which results in a natural hit instead of constantly striving to hit the target. In business, the target is the customer. Success is achieved when the feelings of the customer and the actions of the company become one. Chouchan illustrates this with an example from his tenure at Godiva:

“When we decided to sell Godiva chocolates at 7-Eleven, some people opposed the idea because they felt it would damage the brand’s image. However, without this step, customers who lived in areas without access to Godiva shops could only buy the products online. We wanted these customers to have easier access to the brand and enjoy a sense of luxury.” - Jérôme Chouchan

This approach led to increased sales and customer satisfaction, showing that aligning business actions with customer feelings bridges the gap between the company and its audience.

A Pure Heart

Having a pure heart means approaching work selflessly and focusing on the needs of the customer rather than personal gain. This principle helps in building trust and creating a meaningful connection with customers. Chouchan emphasizes that listening to customers without preconceived notions or personal biases is crucial for true engagement and satisfaction. He shares an anecdote that illustrates this: