What I Think About When Someone Asks, "How Do You Do That?"

The "How" Can Wait

There are moments in work when I feel strongly reminded of how important it is not to confuse ends with means.

When proposing a new initiative — while I'm still in the process of clarifying the goals and KPIs — I'm sometimes asked:

"So, how exactly are you going to do that?"

Of course, the "how" matters.
But I always think: the "how" can wait.

If you work backward from what's currently possible,
"what you can do" ends up becoming the goal —
not the actual target you're supposed to hit.

The first thing to decide is: what do you want to achieve?
And from there: what do you need to do to get there?

The "how" follows after that.

When you start thinking about tactics before you've clearly defined your purpose,
initiatives keep piling up,
while the actual goal becomes harder and harder to see.

That's why I always start by defining the purpose.
In the end, I believe that's the most direct path forward — even if it feels slower at first.

"Please Support Us Until the Very End"

Recently, I had a regular check-in meeting with one of our merchants.
This store has already been decided to close.

And yet, in that context, they said to me:

"Please support us until the very end."

Those words meant a great deal to me.

There are things I've always tried to be mindful of in my work:
truly understanding the other party's business,
developing a genuine attachment to their products and circumstances,
and offering proposals and ongoing support that actually drive revenue.

Not just running through tactics mechanically —
but really thinking about the business itself.

Perhaps that way of working had come through, at least a little.

Closing a Business the Right Way

In fact, January's sales numbers and advertising performance were both quite strong.

But that's not the goal right now.

From here on, the goal is to leverage the customer base we've built over time,
clear through the remaining inventory in an orderly way, and bring the business to a proper close.

There are phases focused on maximizing revenue,
and there are phases focused on winding down properly.

When the purpose changes, what you need to do changes too.

Never Lose Sight of the Purpose

That's exactly why it matters to keep asking:

"What is this initiative actually for, right now?"

Never losing sight of the purpose —
and moving forward, one step at a time, on what needs to be done today.

That is what I hold onto in my work.

◾️ Chisa Goto / Growth Partner

Originally from Ibaraki Prefecture. After studying abroad in the United States, she worked in program production at a cable television station, then gained front-line experience in education and event management at a vocational school. After having a child, she expanded her career into sales administration, HR tech, and digital marketing, taking on roles in content creation and the operation and direction of new business ventures. Outside of work, she is an active outdoors enthusiast who loves hiking, golf, and volleyball.