In this episode of Sustainability Talks, our Managing Partner Rob Genieser sits down with Hitoshi Yoshida, ETF Partners’ newly appointed Venture Partner and a titan of the Japanese technology sector.

Hitoshi brings a unique perspective to the sustainability landscape. With a career spanning 25 years in senior leadership roles, including serving as the President and CEO of Microsoft Japan and Managing Director of Hewlett Packard Japan, he views sustainability not through a traditional ‘green’ lens, but as a critical mission powered by digital transformation.

In this conversation, Rob and Hitoshi explore:

The Urgency of Transformation: Why Japan is in need of a ‘deep transformation’ to avoid becoming a ‘Galapagos’ of the tech world.

Technology as a Force for Good: How data integrity, AI, and cybersecurity are the essential foundations for corporate sustainability.

Navigating the Japanese Market: Crucial advice for European start-ups looking to sell into complex Japanese corporate and government environments.

Mission-Driven Leadership: Hitoshi’s personal journey from being a ‘nuts’ entrepreneur in the 90s to leading global giants, and why aligning a career with values is the ultimate motivator.

Whether you are a founder looking to scale into Asia or a corporate leader navigating the shift to net zero, Hitoshi’s insights on prioritisation and relationship-building are essential listening. Listen now to discover how experienced operators are bridging the gap between pioneering technology and mainstream adoption.

Chapters:

00:00 Introduction to Sustainability Talks

02:25 Hitoshi's Journey in Technology Leadership

03:43 The Importance of Sustainable Transformation

05:24 Supporting Entrepreneurs in Sustainability

06:54 Japan's Readiness for Innovation

08:03 The Role of Technology in Japan's Future

10:16 Building Ecosystems for Startups

12:06 Execution Gaps in Japanese Organisations

14:30 Collaboration Between Startups and Corporations

17:07 Advice for Startups on Market Strategy

21:05 Challenges Faced by Entrepreneurs

23:22 Defining Success as an Entrepreneur

26:05 Taking the Leap into Entrepreneurship

29:01 Advice for Today's Entrepreneurs

31:50 Final Thoughts on Making an Impact in Japan

About The Guest: Hitoshi Yoshida

Hitoshi Yoshida, is ETF partner’s newest venture partner and a seasoned technology leader, with 25 years in top management roles at global IT companies, including serving as the president and CEO of Microsoft Japan and the managing director of Hewlett Packard Japan. In those roles, Hitoshi has led large-scale digital transformation for public and private sector customers, helping them leverage cloud, data, AI, and cybersecurity to drive growth and resilience.

Hitoshi was also an entrepreneur early on in his career, having helped create Cambridge Technology Partners, where he rose to be its president of Japan. Now CEO of ixi Corporation, Hitoshi brings a rare combination of deep enterprise technology experience, ecosystem building, and strategic advisory work to the sustainability and impact investment landscape. Rather than coming from a traditional green background, he approaches sustainability through how technology can be a force for good.

Follow Hitoshi Yoshida HERE

Follow Rob Genieser HERE

Find out more about ETF Partners HERE