{"id":34981,"date":"2026-10-04T09:00:55","date_gmt":"2026-10-04T00:00:55","guid":{"rendered":"https:\/\/www.everycar.jp\/blog\/?p=34981"},"modified":"2026-09-29T14:54:02","modified_gmt":"2026-09-29T05:54:02","slug":"global-business-failures-lessons-japanese-exporter","status":"publish","type":"post","link":"https:\/\/www.everycar.jp\/blog\/global-business-failures-lessons-japanese-exporter\/","title":{"rendered":"I Failed Many Times in Global Business | 20 Years of Lessons from a Japanese Exporter"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignnone size-full wp-image-34982\" src=\"https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-\u753b\u50cf-2026\u5e749\u670829\u65e5-14_53_10.jpg\" alt=\"EVERY TRADING CEO Yuichiro Watabe sharing lessons learned from failures during 20 years in the Japanese vehicle export business\" width=\"1200\" height=\"629\" srcset=\"https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-\u753b\u50cf-2026\u5e749\u670829\u65e5-14_53_10.jpg 1200w, https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-\u753b\u50cf-2026\u5e749\u670829\u65e5-14_53_10-300x157.jpg 300w, https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-\u753b\u50cf-2026\u5e749\u670829\u65e5-14_53_10-1024x537.jpg 1024w, https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-\u753b\u50cf-2026\u5e749\u670829\u65e5-14_53_10-768x403.jpg 768w, https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-\u753b\u50cf-2026\u5e749\u670829\u65e5-14_53_10-600x315.jpg 600w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p>When people see a company that has been in international business for more than 20 years, they may imagine a long history of successful transactions.<\/p>\n<p>But that is only part of the story.<\/p>\n<p>I have made mistakes. I have faced difficult situations. Some decisions did not produce the result I expected. Sometimes communication could have been better. Sometimes I learned only after taking action.<\/p>\n<p>Those experiences have been some of my most important teachers.<\/p>\n<p>I am Yuichiro Watabe, President and CEO of EVERY TRADING Co., Ltd. We started our business in Japan in 2006 and have since worked with customers in more than 100 countries.<\/p>\n<p>Looking back, I do not believe our experience comes only from what went well. It also comes from the problems we faced, the lessons we learned, and the improvements we made afterward.<!--more--><\/p>\n<p><iframe title=\"I Failed Many Times in Global Business | 20 Years of Lessons from a Japanese Exporter\" src=\"https:\/\/www.youtube.com\/embed\/OmVzmG2MG_Y\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><br \/>\n<\/iframe><\/p>\n<h2>Failure Is Part of International Business<\/h2>\n<p>Global business involves many factors that one company cannot completely control.<\/p>\n<p>Markets change. Exchange rates move. Shipping schedules change. Regulations change. Customer expectations differ from country to country.<\/p>\n<p>When you work across borders, differences in language, culture, business practices, infrastructure, and communication can also create challenges.<\/p>\n<p>After more than 20 years, I have learned that experience does not mean avoiding every problem.<\/p>\n<p>Experience means recognizing risks earlier, asking better questions, communicating more clearly, and responding better when something unexpected happens.<\/p>\n<h2>Lesson 1: Never Assume You Fully Understand the Customer<\/h2>\n<p>One lesson I have learned repeatedly is the danger of making assumptions.<\/p>\n<p>A customer may ask for a Japanese used truck, but that does not tell us enough.<\/p>\n<p>What will the truck carry? What roads will it use? What body type is required? Which engines can local mechanics maintain? What are the country&#8217;s current import requirements?<\/p>\n<p>The same applies to Japanese used buses, farm tractors, machinery, and passenger vehicles.<\/p>\n<p>A vehicle that is suitable for one customer may be completely wrong for another.<\/p>\n<p>This is why communication needs to come before recommendation.<\/p>\n<p>Today, when we help a customer search for a vehicle, I want our team to understand the purpose behind the request\u2014not only the model name.<\/p>\n<p>Customers searching for commercial vehicles can compare our current <a href=\"https:\/\/www.everycar.jp\/used-cars.php?type=Truck\">Japanese Used Trucks for Sale<\/a>, but the stock list should be the beginning of the selection process, not the end.<\/p>\n<h2>Lesson 2: Cheap Price Does Not Solve the Wrong Problem<\/h2>\n<p>In vehicle trading, price is always important.<\/p>\n<p>But one of the lessons experience teaches you is that the lowest purchase price does not automatically create the best result.<\/p>\n<p>A cheaper vehicle can become expensive if the specification is wrong, important repairs are required, parts are difficult to obtain locally, or the vehicle is unsuitable for the customer&#8217;s business.<\/p>\n<p>The opposite is also true.<\/p>\n<p>An expensive vehicle is not automatically better.<\/p>\n<p>The real question is whether the vehicle creates the right value for that customer.<\/p>\n<p>This changed the way I think about selling.<\/p>\n<p>Instead of focusing only on completing a transaction, we need to think about whether the purchase will still make sense after the vehicle reaches its destination and begins working.<\/p>\n<h2>Lesson 3: Check Before You Promise<\/h2>\n<p>Speed matters in international business.<\/p>\n<p>Customers need answers. Vehicle availability changes quickly. Auction opportunities can disappear. Shipping schedules move.<\/p>\n<p>But speed without checking can create another problem.<\/p>\n<p>Over time, I have learned that a fast answer is valuable only when the information behind it is reliable.<\/p>\n<p>If we do not know something, we should check.<\/p>\n<p>If vehicle information is unclear, we should confirm it.<\/p>\n<p>If an import requirement may have changed, it should be verified with the appropriate authority.<\/p>\n<p>It is better to say, \u201cLet me confirm that,\u201d than to give a confident answer that later proves incorrect.<\/p>\n<p>For me, professionalism is not pretending to know everything. It is knowing what needs to be checked.<\/p>\n<h2>Lesson 4: Problems Require Communication, Not Silence<\/h2>\n<p>Some of the most important moments in business happen when things do not go according to plan.<\/p>\n<p>A shipping schedule may change. A document may require additional confirmation. A vehicle may need another check. An unexpected situation may occur somewhere in the process.<\/p>\n<p>Silence makes uncertainty worse.<\/p>\n<p>When there is a problem, customers need information.<\/p>\n<p>What happened?<\/p>\n<p>What is being checked?<\/p>\n<p>What happens next?<\/p>\n<p>When can they expect another update?<\/p>\n<p>I have learned that we cannot always control the problem, but we can control how we communicate and how quickly we take action.<\/p>\n<p>That response is part of trust.<\/p>\n<h2>Lesson 5: The Sale Is Not Finished When We Receive Payment<\/h2>\n<p>For an exporter, receiving payment may feel like an important milestone.<\/p>\n<p>For the customer, however, there is still a long way to go.<\/p>\n<p>The vehicle needs to be prepared for export, shipping needs to be arranged, documents need to be issued, and the customer needs information before the vehicle arrives.<\/p>\n<p>This taught me to look at the transaction from the customer&#8217;s side.<\/p>\n<p>If you have paid a company in another country, you naturally want to know what is happening with your money and your vehicle.<\/p>\n<p>That is why communication after payment is so important.<\/p>\n<p>Customers buying from Japan for the first time can review our <a href=\"https:\/\/www.everycar.jp\/how-to-buy\/\">How to Buy from Japan<\/a> guide to understand the basic purchasing and export process.<\/p>\n<h2>Lesson 6: Different Countries Require Different Thinking<\/h2>\n<p>Working with customers in more than 100 countries has taught me not to copy one market&#8217;s solution into another market without checking.<\/p>\n<p>Import rules differ. Roads differ. Shipping routes differ. Available spare parts differ. Customer budgets and business requirements differ.<\/p>\n<p>Even the definition of a \u201cgood vehicle\u201d can change depending on where it will work.<\/p>\n<p>This is particularly important for commercial vehicles and equipment.<\/p>\n<p>A truck, bus, tractor, or machine is often an investment that needs to produce value for a business.<\/p>\n<p>Understanding the destination is therefore part of understanding the vehicle.<\/p>\n<h2>Lesson 7: Mistakes Have Value Only When We Change Something<\/h2>\n<p>I do not think making mistakes automatically makes someone experienced.<\/p>\n<p>The important part is what happens afterward.<\/p>\n<p>Why did it happen?<\/p>\n<p>What information did we miss?<\/p>\n<p>Was communication unclear?<\/p>\n<p>Could we have checked something earlier?<\/p>\n<p>What should we change so that the same problem is less likely to happen again?<\/p>\n<p>This process\u2014action, review, improvement, and action again\u2014is something I consider very important.<\/p>\n<p>A company does not become better simply because another year passes.<\/p>\n<p>It becomes better when experience changes the way people work.<\/p>\n<h2>Lesson 8: Technology Helps Us Improve Faster<\/h2>\n<p>Today, we have tools that did not exist when we started in 2006.<\/p>\n<p>Customers can search Japanese vehicles online, communicate instantly, share images and videos, translate information, and compare options from anywhere in the world.<\/p>\n<p>AI is creating another major change.<\/p>\n<p>I believe these technologies can help us analyze information faster, improve communication, find opportunities, and reduce repetitive work.<\/p>\n<p>But technology does not remove responsibility.<\/p>\n<p>People still need to check important information. People need to understand the customer. People need to make decisions. And people need to act when a problem occurs.<\/p>\n<p>For me, the goal is not to replace experience with technology.<\/p>\n<p>It is to use technology so that our experience can create better and faster service.<\/p>\n<h2>Lesson 9: Trust Is Tested When Things Are Difficult<\/h2>\n<p>It is easy to provide good service when everything is going well.<\/p>\n<p>The real test often comes when something becomes difficult.<\/p>\n<p>Do we answer?<\/p>\n<p>Do we explain the situation honestly?<\/p>\n<p>Do we take responsibility for what we can control?<\/p>\n<p>Do we keep taking action?<\/p>\n<p>Over the years, I have come to believe that these moments reveal more about a company than a perfect transaction does.<\/p>\n<p>Trust is not built by saying, \u201cTrust us.\u201d<\/p>\n<p>It is built through repeated actions.<\/p>\n<h2>I Would Not Remove the Failures from Our History<\/h2>\n<p>If I could go back to 2006 with everything I know today, of course there are decisions I would make differently.<\/p>\n<p>But I would not remove every difficult experience.<\/p>\n<p>Those experiences taught me to listen more carefully, check more thoroughly, communicate faster, and think beyond one transaction.<\/p>\n<p>They also taught me that international business is fundamentally about relationships between people.<\/p>\n<p>Vehicles may be the products we trade, but trust is what allows the relationship to continue.<\/p>\n<h2>Right Vehicle. Right Value. Right Support.<\/h2>\n<p>Many of the lessons we learned through both success and failure now come back to three simple ideas:<\/p>\n<p><strong>Right Vehicle. Right Value. Right Support.<\/strong><\/p>\n<p>The <strong>Right Vehicle<\/strong> means understanding what the customer actually needs and where the vehicle will work.<\/p>\n<p>The <strong>Right Value<\/strong> means looking beyond the lowest price and considering condition, specification, operating environment, and long-term usefulness.<\/p>\n<p>The <strong>Right Support<\/strong> means checking carefully, communicating clearly, acting quickly, and continuing to support the transaction when something becomes difficult.<\/p>\n<p>Twenty years in global business has not taught me how to avoid every failure.<\/p>\n<p>It has taught me something more useful: how important it is to learn, improve, and keep taking responsible action.<\/p>\n<p>That is the experience we want to use for every customer we support today\u2014and every customer we will meet in the future.<\/p>\n<p><em>Yuichiro Watabe<br \/>\nPresident &amp; CEO<br \/>\nEVERY TRADING Co., Ltd.<\/em><\/p>\n<p><a href=\"https:\/\/www.everycar.jp\/contact\/request.php\"><img decoding=\"async\" class=\"alignnone wp-image-30221\" src=\"https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-11_40_10-1024x1024.png\" alt=\"\" width=\"277\" height=\"277\" srcset=\"https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-11_40_10-1024x1024.png 1024w, https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-11_40_10-300x300.png 300w, https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-11_40_10-150x150.png 150w, https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-11_40_10-768x768.png 768w, https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-11_40_10-100x100.png 100w, https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-11_40_10.png 1200w\" sizes=\"(max-width: 277px) 100vw, 277px\" \/><\/a><a href=\"https:\/\/wa.me\/817054345300\"><img decoding=\"async\" class=\" wp-image-30222 alignleft\" src=\"https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-11_41_34-1024x1024.png\" alt=\"\" width=\"273\" height=\"273\" srcset=\"https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-11_41_34-1024x1024.png 1024w, https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-11_41_34-300x300.png 300w, https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-11_41_34-150x150.png 150w, https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-11_41_34-768x768.png 768w, https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-11_41_34-100x100.png 100w, https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-11_41_34.png 1200w\" sizes=\"(max-width: 273px) 100vw, 273px\" \/> <\/a><\/p>\n<article>\n<section>\n<div style=\"text-align: center; margin: 35px 0 25px;\">\n<div style=\"text-align: center; margin: 40px 0 20px;\">\n<p style=\"font-size: 18px; font-weight: bold; margin-bottom: 8px;\"><a style=\"color: #1f4e79; text-decoration: none;\" href=\"https:\/\/www.everycar.jp\/\" target=\"_blank\" rel=\"noopener\">Browse Reliable Used Trucks &amp; Buses from Japan<br \/>\n<\/a><\/p>\n<p style=\"font-size: 14px; color: #555;\">Carefully selected vehicles ready for export worldwide<a href=\"https:\/\/www.everycar.jp\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" style=\"width: 100%; max-width: 920px; border-radius: 10px;\" src=\"https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-10_51_03.png\" alt=\"Browse EVERYCAR.jp main stock for used trucks and buses from Japan\" \/><\/a><\/p>\n<\/div>\n<div style=\"text-align: center; margin: 40px 0 20px;\">\n<p style=\"font-size: 18px; font-weight: bold; margin-bottom: 8px;\"><a style=\"color: #c00000; text-decoration: none;\" href=\"https:\/\/auc.everycar.jp\/stock-list\" target=\"_blank\" rel=\"noopener\"><br \/>\nSearch 100,000+ Dealer Stock Vehicles from Japan<br \/>\n<\/a><\/p>\n<p style=\"font-size: 14px; color: #555;\">Access a wide selection of vehicles from Japanese dealers nationwide. Updated daily.<a href=\"https:\/\/auc.everycar.jp\/stock-list\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" style=\"width: 100%; max-width: 920px; border-radius: 10px;\" src=\"https:\/\/www.everycar.jp\/blog\/wp-content\/uploads\/ChatGPT-Image-2026\u5e744\u670827\u65e5-10_53_57.png\" alt=\"Search 100000 plus Japanese dealer stock vehicles from Japan\" \/><\/a><\/p>\n<\/div>\n<\/div>\n<\/section>\n<\/article>\n","protected":false},"excerpt":{"rendered":"<p>When people see a company that has been in international business for more than 20 years, they may imagine a long history of successful transactions. But that is only part of the story. I have made mistakes. I have faced difficult situations. Some decisions did not produce the result I expected. Sometimes communication could have been better. Sometimes I learned only after taking action. Those experiences have been some of my most important teachers. I am Yuichiro Watabe, President and CEO of EVERY TRADING Co., Ltd. We started our business in Japan in 2006 and have since worked with customers &#8230; <\/p>\n","protected":false},"author":1,"featured_media":34982,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[169],"tags":[],"class_list":["post-34981","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ceo-blog"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.3 - aioseo.com -->\n\t<meta name=\"description\" content=\"EVERY TRADING CEO Yuichiro Watabe shares lessons from 20 years of challenges, mistakes and improvement in the Japanese vehicle export business.\" \/>\n\t<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n\t<meta name=\"author\" content=\"EVERYCAR\"\/>\n\t<link rel=\"canonical\" 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