In the world of medical devices, precision and reliability are paramount. During my tenure as the head of a leading medical device company, we introduced multiple injection systems that quickly became market leaders worldwide, including in Japan. These products were celebrated for their reliability and performance and were accepted without a single complaint in markets around the world—except in Japan.
In Japan, the pursuit of perfection takes on a unique dimension. Our syringes, during the molding process, could develop a tiny cosmetic imperfection known as a “flash,” leaving a minuscule black dot or white speck on the syringe. While this detail was accepted everywhere else without any claims, in Japan, it was viewed as a significant quality concern.
Convincing our U.S. headquarters to implement a dedicated inspection line specifically for products destined for Japan was no small feat. It required extensive discussions and a deep understanding of why these cosmetic details mattered so much. Ultimately, the inspection line was implemented, ensuring that only flawless products reached the Japanese market. This move not only maintained but also helped increase our market share in that particular segment of the injection market in Japan.
This experience is a testament to how Japanese consumers and professionals define quality. For them, quality often equates to perfection. Understanding and respecting this mindset is crucial for success. At Japan Startup Advisory, we help our clients navigate these high expectations and turn them into a competitive advantage.