CEO Insights Magazine

Asia's business landscape is one of dynamic growth and transformation, marked by rapid industrialization, technological advancements, and increasing global influence. Over the years, the region has emerged as a critical player in the global economy, with countries like China, India, Japan, and South Korea leading innovations in manufacturing, technology, and service sectors. The diversity in culture, economy, and governance structures across Asia creates a unique environment where businesses must adapt to varying markets and consumer demands while navigating local regulations and cultural nuances.

This evolving landscape is driven by visionary Asian leaders who have not only adapted to change but also steered their companies toward global prominence. One such prominent leader is Masashi Suzuki, President Director of PT. Sugity Creatives. Throughout his career, Suzuki has navigated various leadership roles, each contributing to his development as a business leader. A significant milestone in his journey came in his mid-30s when he was appointed as Administration Director of Toyota Auto Body Malaysia SDN. BHD. This role was pivotal as it required him to align a culturally diverse team towards a unified corporate vision.

Suzuki's approach to leadership extended beyond traditional methods; he focused on fostering an environment where cultural diversity was not only respected but embraced as a strength. Under his guidance, the team worked toward shared goals, all while appreciating the unique cultural and working climates they operated in. This experience broadened his understanding of international business and collaboration, sharpening his skills in strategic management and cross-cultural leadership. Today, as President Director of PT. Sugity Creatives, Suzuki continues to apply these lessons in his leadership approach, driving growth and innovation while maintaining a deep respect for the cultural diversity within his team and organization. Let’s read on.

How do you guide the company in a strategic direction?

Leading a company strategically goes beyond setting goals; it’s about fostering a shared vision of the direction we need to move in. One approach that has proven effective for me is distilling the company’s strategy into a simple, relatable catchphrase. This isn’t just a slogan—it serves as a tool to unify the team's efforts and ensure that everyone, regardless of their role, understands the broader vision. In a fast-paced industry like automotive manufacturing, maintaining clarity and consistency in communication is essential. By continually reinforcing this vision, we align our operations with our long-term objectives, driving progress with both innovation and sustainability in mind.

From your experience, how do you lead the team to consistently raise the standard of excellence in the industry?

Excellence, especially in the fiercely competitive automotive sector, stems from a profound understanding of customer needs and market trends. It begins with pinpointing the unique value that our company can offer—those distinctive strengths that set us apart from the competition. Once we identify these strengths, it’s essential to harness them to develop solutions that not only meet but surpass our clients' expectations. I believe in the importance of continuous improvement, and I strive to cultivate a mindset of innovation within our team. This involves creating an environment that values creativity and critical thinking, where every team member feels empowered to share ideas that can lead to significant advancements in quality and service. By nurturing this culture of ongoing improvement and innovation, we reinforce our status as industry leaders and consistently elevate our standards of excellence.

How do you ensure the company maintains a harmonious balance between automotive innovation and sustainable practices?

In today’s fast-changing world, maintaining a balance between innovation and sustainability is not just a strategic decision—it’s a responsibility. At Sugity Creatives, we address this by setting mid-to long-term goals that outline clear milestones for achieving both innovation and sustainability. We continuously assess our progress toward these goals, ensuring that we stay aligned with our broader commitment to environmental stewardship. Whether by adopting advanced green technologies or optimizing manufacturing processes to minimize waste, we are dedicated to a vision where innovation and sustainability coexist. This approach ensures that our advancements in automotive technology do not compromise the well-being of future generations.

Where do you see yourself on the road ahead?

In the near future, my main objective is to cultivate and develop the next generation of leaders at PT. Sugity Creatives. While our current leadership comprises Japanese executives, I envision a future where local talent assumes these key roles. Preparing our national staff to lead the company goes beyond skill transfer; it involves instilling a deep understanding of our culture, values, and long-term vision. I firmly believe that empowering the local workforce will enhance the company’s identity and position us for sustainable growth. Looking ahead, I will focus on facilitating a smooth transition while mentoring emerging leaders to make strategic decisions that align with our business objectives and the evolving automotive landscape.

Could you offer a piece of advice for emerging leaders in this industry based on your experience?

Leadership involves more than just directing a team toward a goal; it’s about ensuring that the journey to achieving that goal is smooth and motivating for everyone involved. From my experience, one of the most crucial qualities a leader can have is the ability to align the team's awareness and focus on a shared objective. When individuals understand the purpose behind their work and recognize the significance of their contributions, they perform at their best. My advice to emerging leaders is to invest in fostering this shared understanding among your team members. Promote transparency, encourage open communication, and cultivate an environment where everyone feels valued. Leadership is not only about providing direction; it’s about creating an atmosphere that inspires collective excellence.