Reborn 21 Expectations for Associates

This summer, DENSO globally introduced Reborn 21, an initiative to help guide all of our efforts on actions that will help the company survive and thrive as COVID-19 hit our profitability hard. As teams across the globe have started discussing and working on Reborn 21 commitments and action plans, Global President Arima shares his gratitude and call to action for all of us:

Be committed and have the courage to take on challenges.

First, clarify what you want to do. Dedicate yourself to delivering better value to society and customers and do work that has an impact. Think about what you should do for our planet, society, people’s happiness, customers, and your colleagues. Open your heart and have the courage to take on challenges to contribute to others. We can make changes only if we are committed and not afraid to act. Let’s enjoy making changes. We have excellent technologies and skills. Let’s be a reliable group of professionals for internal and external stakeholders and be an inspiring company by further improving our technologies and skills.

Be outward-looking.

To take on challenges fearlessly, we must be outward-looking. The world is changing rapidly, and we will be lebehind if we look inward. In our large organization, do you think and act while looking inward? Do you waste time laying the groundwork, ensuring coordination, preparing documents, providing false justification, and doing things for the sake of appearance internally? Do you avoid taking action and not make proposals in case you are held responsible for the results? There is no time to waste. Be altruistic, not egoistic. Think carefully about who you are working for. Think about society and customers. Be outward-looking. Don’t care about internal evaluations. Place top priority on the benefit for society and customers. Amid the rapidly changing business environment, it is also important to objectively analyze our competitors and what they’re doing, as well as our position in the market.

Take an interest in what your colleagues think and be communicative.

We cannot contribute to society and customers alone. Achieve your goals with your colleagues. We must communicate to share our vision with colleagues. Some associates may struggle to convey their ideas to others, so to communicate better, take an interest in what your colleagues think, and respect and trust them. This will facilitate mutual understanding. To summarize, “respect others, trust each other, and work together to tackle challenges.” I hope you will do this when working with supervisors, subordinates and colleagues, including in other departments. Communicate your ideas to share a vision.

Watch Global President Arima’s message to associates, and stay tuned as we share leadership messages, team stories, and updates on our Reborn 21 progress.

All associates play an important role in helping the company survive and thrive – to share your story or ideas, email Communications@na.denso.com.