The corporate culture of LIXIL that fosters innovation.

Julia Daister

LIXIL’s Hydrific Leader | Hydrific CEO and Co-Founder

What made you think about joining LIXIL.

A major turning point was participating in LIXIL's GROHE brand three-year training program during my student days. This program combines practical work experience with a curriculum of classes, allowing participants to experience real work while also attending lectures and workshops. While studying for my bachelor's degree at university, this program enabled me to learn various practical skills and ways of thinking from the business environment. Each year, only 3% of all students are selected for this kind of program in Germany, and I am honored to have been one of them.

During this training, I experienced multiple Global departments such as Marketing, Sales, Operations, Global Strategy, M&A, and Finance every 3 to 6 months. Valuable practical skills were acquired, and a deep understanding of the international market was achieved. Upon completing the program, it was certain that LIXIL would be the ideal starting point for my career development.

What kind of career path did you take at LIXIL after completing the three-year training program.

In 2014, after completing the training program, I was involved in launching the industry's first Search Engine Marketing (SEM) campaign as my first job. It was a small team, but it was very stimulating work. I was able to move to New York and became a part of an entirely new department that the company established. Within less than a year, our team was able to triple the conversion rate of site visitors to LIXIL customers and received a prestigious award from Amazon.

Such success and recognition became a crucial factor in determining the direction of my career at LIXIL. A year after joining the team, I was promoted to the manager of the job expanding E-commerce (Electronic Commerce, EC) services. While E-commerce might not seem very suitable for selling toilets or kitchen equipment (Stem Inc), we felt potential and new market possibilities there.

I grew a small team into the fastest-growing and most profitable department in the Americas Region. It was an unexpected development that I, as a new employee, was given the authority to start a new department from scratch and was promoted to the group's director.

In 2021, my career took another exciting turn. I oversaw the E-commerce department and was also chosen as the leader of the 'Direct-to-Consumer (D2C)' team, which sells products directly to consumers for the first time. Shortly after, I was appointed as the driving force behind the incubation business to foster new ventures, where I had the honor of becoming a co-founder of Hydrific. Hydrific is LIXIL's new venture organization that develops businesses to make water conservation enjoyable and easy. They sell innovative Smart Home IoT devices called 'Droplet' designed to optimize water usage, aiming to contribute to a sustainable future. At LIXIL, I am not just creating products, but also contributing to the realization of a sustainable future, and I find great fulfillment in my work.

While taking on new responsibilities at LIXIL, the days spent aiming to obtain an Executive MBA at Columbia Business School were not easy. The unprecedented challenges brought on by the pandemic intensified the difficulties. However, throughout this transformative year, I was able to gain valuable experiences such as regular interactions with LIXIL's management and opportunities to learn the intricacies of venture nurturing. I learned a lot through work, which further enhances the excitement of my job.

My career at LIXIL can be described as a continuous journey of learning. Through this journey, I have been able to grow both as an individual and as a member of LIXIL.

Please share the difficulties you have experienced so far and how you overcame them.

It was truly an honor to become one of the youngest managers at LIXIL, but there were considerable challenges during the early stages of my career. When I was appointed as the team leader of E-Commerce, I had to quickly adapt to my managerial position and demonstrate my abilities. To prove my worth, I kept telling myself that I needed to work very hard. I believe it was these efforts and constant achievements that changed how I and my colleagues viewed each other, allowing us to gain trust and respect.

LIXIL recognizes the individual talents of its employees and provides opportunities for growth. The company's attitude of entrusting significant responsibilities to young managers is refreshing and highly encouraging. At LIXIL, there is no preconceived notion of 'how things should be'; instead, employees are given opportunities based on their strengths.

How did Hydrific come into being?

LIXIL aims to achieve the realization of rich and comfortable living spaces that everyone around the world desires. The most important aspect of achieving this is that the company continues to innovate. This attitude is exemplified by LIXIL's CEO, Kinya Seto. Seto advocates for the 'Three Box Solution' proposed by Vijay Govindarajan of the Tuck School of Business at Dartmouth College in the USA. Under the aim of promoting various internal initiatives for business innovation within a common framework, LIXIL collaborated with Tuck to launch the 'Tuck-LIXIL Program.' Through this initiative, the pursuit of water sustainability has been highlighted as an important area that fosters further change and discovers new business ideas.

When the opportunity to participate in Hydrific arose, I had just completed my Executive MBA and was questioning, 'What should I do next, and how can I grow further?' I was satisfied with my work as an E-Commerce expert, but on the other hand, the world of Hydrific and startups, which I had never experienced before, seemed incredibly exciting. Reflecting on my values, I felt that work that makes an impact on society was the path I should take, but I was able to take the next step thanks to valuable advice from a friend. She said, 'Julia, you should always embrace new challenges and break out of your shell. That is where you have the greatest potential for growth.' I am very grateful for her words and for LIXIL, which has given me the opportunity to create new value that I can be proud of.

What was the initial phase of the incubation business like?

There was no specific plan on how to proceed with the incubation business. The task assigned to our small team of six at the time was to chart a path to advance the project through our own efforts. The only guideline was the sense of mission to become pioneers in sustainable water usage.

At the time of our founding, we closely collaborated with an institution in California and pushed our activities forward in a joint effort. We were able to learn daily about the complexities of leading a venture business and the nuances of starting a startup.

Moreover, LIXIL's executives consistently supported and watched over our venture business. With their extensive knowledge of management, we were able to build our own processes, develop strategic thinking, and foster a collaborative atmosphere. It was very reassuring for our team to receive approval for funding from both the management and the board of directors of the venture business. This meant that our vision, the efforts we put in, and our ideas had the trust of the upper management. The significant trust and support LIXIL provided us demonstrate how much the company supports its employees.

Was the transfer to Hydrific as expected? What was the leadership like?

The transfer to Hydrific was a transformation and a challenge for me. Transitioning from a specialized role where I was deeply immersed in specific tasks, I moved to a leadership position with broader responsibilities, overseeing all aspects of Hydrific, from sales, marketing, and finance to HR, operations, and research and development, much like a CEO of a startup. I also needed to change my approach to leadership. Currently, instead of being directly involved in the intricacies of each individual task, I am committed to a leadership style that trusts the expertise of each team member, actively listens, and guides them strategically.

I may appear to be a confident leader, but I believe that establishing my own style as a leader and developing a mindset connected to growth is a result of my own evolution. I learned from Carol Dweck's book "Mindset" how to maintain a positive outlook without fearing failure. Remaining calm amidst uncertainty is not something that comes naturally to many people. I was the same way in the past. However, now facing uncertainty has become one of my favorite jobs. I am always seeking opportunities to grow, innovate, and create impact.

How do you enjoy being a part of LIXIL?

I take pride in being part of LIXIL because it embodies the LIXIL Behaviors of "doing the right thing," "working with respect," and "experimenting and learning." Organizations often complicate their purposes and philosophies too much, but I believe that the LIXIL Behaviors, which form the foundation of our thinking and actions, are clear and simple, and thus successful in generating strength.

I am truly grateful for the guidance and advice provided by management to our team. Even in difficult situations, my superiors are very supportive and continue to provide guidance that is helpful regarding my leadership approach. Instead of presenting solutions, they pose insightful questions, encouraging me to find my own answers. Their approach has become a stepping stone for me to cultivate decisiveness and build confidence as a team leader.

Now that I have transitioned from being guided to a position of guiding, my primary goal is to instill responsibility and confidence in the team. I believe that by encouraging team members to make proactive decisions and executing them in line with LIXIL Behaviors, we can unlock great potential within the team.

Please tell me about the project you are currently working on.

There has been significant progress in the business with the launch of "Droplet," a water-saving solution developed by Hydrific that monitors the amount of water used in households. I have been able to closely observe the entire process from the concept stage to launch, which has been very rewarding. Currently, it is making an impact in households where Droplet has been introduced. I feel that we are helping to improve lives by providing consumers with immediate data and insights about their water usage.

Can you say a few words to those who aspire to a career at LIXIL?

LIXIL emphasizes diversity that generates innovation, sustainability, and impact (positive influence). It is possible to achieve a colorful career that moves across various regions and sectors. It will not only provide a place to enhance employees' skills but also support the development of individual talents and deepen personal growth.