CEO Insights Magazine

An efficient leader is instrumental in defining a firm's trajectory, driving innovation, and charting the strategic course that fuels its progress. Their visionary leadership is essential for overcoming obstacles and capitalizing on opportunities. Shigeru Okutani, CEO of Astro Serve brings along this transformative leadership, steering his company with a forward-thinking approach and an unwavering commitment to excellence. Born in 1970, Okutani's fascination with technology began early; by age 11, he was coding in BASIC and by 12, he had mastered Z80 assembly language. After graduating from an electrical school, he gained experience as an operator and designer before joining the audio and visual system industry. His journey into the AVSI sector marked the beginning of a successful career, eventually leading him to establish and lead Astro Serve. Okutani's deep technical background and visionary leadership have been instrumental in the firm's growth and prominence in the industry. Let’s hear more from him.

What motivated you to establish Astro Serve, and as you've led its growth for almost three decades, how do you reflect on the journey you've undertaken so far?

I began my journey as a self-employed professional in 1994, specializing in the installation of audio and visual equipment. In 2005, a major company offered me a direct contract, which led to the founding of Astro Serve. Expanding our operations, I established offices in Bangkok, Thailand, in 2013, and in Ho Chi Minh City, Vietnam, in 2020, though both had to close due to the impact of Covid-19. In 2019, we became a member of PSNI, a global alliance of AVSI contractors based in the U.S., and collaborated on projects worldwide. This strategic move resulted in a 35 percent increase in annual sales from FY 19 to FY 20.

In your view, what has been your key approach to consistently building strong customer relationships and maintaining high levels of customer satisfaction?

Our approach centers on delivering work that truly resonates with and is valued by our customers. This involves going beyond merely fulfilling their requests; we proactively anticipate their needs and think one step ahead. By doing so, we can offer professional system proposals that align with their future requirements. Our goal is to create systems that are not only highly functional but also user friendly, ensuring that our solutions are intuitive and efficient. This forward-thinking strategy has been instrumental in fostering strong customer relationships and consistently achieving high levels of customer satisfaction.

My leadership approach emphasizes clear communication and hands-on guidance. I encourage my team to engage with customers frequently through meaningful interactions, such as hosting product demonstrations and study groups in collaboration with manufacturers. I ensure that they feel supported and create an environment conducive to their success. This method extends to my managers, whom I instruct to follow the same approach with their teams, fostering a consistent and seamless customer experience across the board.

How do you determine the right market and partners to align with your mission in collaboration and partnership efforts?

I actively participate in PSNI alliance meetings, where I gain insights into global trends and emerging opportunities. Additionally, I leverage social media platforms to stay updated with the latest industry developments and market shifts. This combination of networking and information gathering enables me to make informed decisions that align with our mission.

As you look ahead in your professional journey, what new chapter are you excited to embark on, and what advice would you offer to emerging industry leaders based on your extensive experience?

The next chapter I am eager to pursue is to establish Astro Serve and myself as prominent figures among major competitors and industry veterans, becoming a trusted resource across various sectors. Despite 30 years in the business, I recognize that there is still much to learn and many challenges ahead. My advice to budding leaders is to persist even in tough times, seek support from colleagues, and not shoulder problems alone. While some people may leave, others will stand by you - focus on those who uplift you rather than dwell on those who don't.

Shigeru Okutani, CEO, Astro Serve

Shigeru Okutani, CEO of Astro Serve, brings nearly 30 years of expertise in the audio and visual equipment industry. Under his leadership, Astro Serve has expanded internationally and navigated challenges such as the Covid-19 pandemic. As an active member of the PSNI alliance, Okutani is committed to driving innovation and fostering collaboration. He advocates for perseverance, continuous learning, and focusing on supportive relationships as essential elements for achieving success in the industry.