Masahiko Hirose<\/strong><\/p>\n\n\n\n After graduating from Sophia University’s Faculty of Science and Technology, he joined Accenture. He then transferred to Tower Records, participating in a new business project for subscription music distribution. After working as a freelance consultant, he joined Skylight Consulting. For about 10 years, he engaged in many projects in digital new business and marketing strategy, obtaining an MBA during his tenure. He founded Coum in 2019.<\/p>\n<\/div><\/div>\n\n\n\n After graduating from university, I joined Accenture and worked as a business consultant mainly on telecommunications and IT-related projects. It was a time when Internet ventures were emerging, and I thought individual skills would be valued over company brand, so I chose a consulting company where I could hone my individual abilities.<\/p>\n\n\n\n After that, I changed careers and transferred to Tower Records. There was no iPhone or music subscription service at the time, but I worked on launching a flat-rate unlimited listening service as a new business.<\/p>\n\n\n\n Then I returned to the consulting industry and worked as a freelance consultant for about 2 years. A freelance consultant in their 20s was still rare at that time. I went freelance because I wanted to save funds for future entrepreneurship.<\/p>\n\n\n\n After that, I joined Skylight Consulting and handled mainly digital domain projects. After working at Skylight for about 10 years, I founded Coum in 2019.<\/p>\n\n\n\n “Coum” is a coined word combining “Co” meaning “together” used in collaboration and communication, with the Japanese word “umu” meaning “to create.” It contains the meaning of creating something new together with employees or clients.<\/p>\n\n\n\n About 8 years into Skylight, I started feeling that some things would be difficult with the current organization and environment. This isn’t about Skylight specifically, but challenges with general consulting companies and the industry.<\/p>\n\n\n\n One was that we weren’t fully responding to client needs. For clients, launching a business is just the starting point. Growing the business from there and making it a pillar of the company is also very important. As I handled digital new businesses and marketing, there were needs for product construction as PoCs, and requests to handle marketing operations after launch. However, I couldn’t accept such requests in the position of a consulting company, and I felt frustrated.<\/p>\n\n\n\n Another was work style and how the organization should be. Skylight was a very work-friendly good company, but I believe the consulting industry has common challenges for workers. With various life events such as raising children and caring for parents, it’s particularly difficult for the dual-income generation, including talented women, to continue careers. Also, it’s a job type where it’s hard to feel belonging or loyalty to a company, and it’s difficult to feel solidarity with colleagues in different projects.<\/p>\n\n\n\n Yes. Just then I encountered the concept of “teal organization,” and feeling that this might enable a different way of organizing than before became the catalyst for founding.<\/p>\n\n\n\n To put it simply, a teal organization (*) is one that delegates authority and encourages teams to take spontaneous initiatives.<\/p>\n\n\n\n *Teal organization was proposed by Frederic Laloux, a former McKinsey consultant, in his book. Teal is a color name, and it’s one of five organizational models that Laloux color-coded in his book.<\/p>\n\n\n\n Several conditions are needed for a teal organization to function. The first is “strong awareness of the organization’s purpose.” Because all employees understand the purpose of Coum, even though team initiatives differ, the organization as a whole has shared values.<\/p>\n\n\n\n The second is “wholeness.” It’s a hard-to-understand term, but in my interpretation, it means working as your natural self without over-separating your work self from your private self. The very idea of separating work and life and wearing some kind of mask according to role and responsibility at work emerged only after the Industrial Revolution in human history. Wholeness means not separating them and being in a natural state of being yourself.<\/p>\n\n\n\n The third is “self-management.” With delegation of authority, members need to be spontaneous and independent. What’s essential for this is information for making decisions. We need to actively disclose all kinds of information to all employees.<\/p>\n\n\n\n Teal organizations are still little known, and since we’re still in the experimental stage, we call ourselves a “team-based management organization.” We’re forming teams of up to 10 people and delegating authority to each team.<\/p>\n\n\n\n First, to be aware of the organization’s purpose, we need to embed the company’s mission. The mission is far from daily work, so it’s hard to be aware of normally. So at semi-annual all-hands meetings and company trips, we always discuss things related to the mission.<\/p>\n\n\n\n Another is during evaluation timing. At evaluations once every six months, we have self-evaluations based on points related to mission, vision, and values.<\/p>\n\n\n\n We also consider it important for members to be aware of values in daily work. So at regular meetings, members talk about recent events tied to our values.<\/p>\n\n\n\n As an example, let me share what Mr. A, who just joined, talked about in a meeting. Mr. A’s project was decided and his supervisor was new. Our company uses free addressing, but his supervisor always sits next to him. So he can consult about work and have casual chats. There, Mr. A felt “mutual trust” was very important, and he wanted to work consciously with mutual trust going forward. Mutual trust is one of our values.<\/p>\n\n\n\n That’s true when company performance is bad, but the freedom of work styles is increasing now. “Why am I belonging to the company” and “why am I working in the first place”\u2014these awarenesses will become even more important going forward.<\/p>\n\n\n\n If my reason was just wanting to do digital, I probably wouldn’t have started this company. There are many other companies. I thought there would be great significance in creating an organization where talented people work with motivation and work-friendliness coexists, and many would empathize.<\/p>\n\n\n\n We highly value communication. Online, we have a Slack channel called “Hello Coum” where anything can be posted. Private content like “went somewhere with family” is also welcome. This is positioned as an opportunity to know members’ personalities.<\/p>\n\n\n\n In normal chat channels, it gets divided into people who chat and people who don’t. So we introduced a bot called “Colla-chan.”<\/p>\n\n\n\n The bot asks employees questions like “What environment makes your work go best?” or “What do you want to grow in your home garden?” The responses are automatically posted to “Hello Coum” with a time delay.<\/p>\n\n\n\n Separate from all-hands meetings, we have “Monthly Update”\u2014once a month, 3-4 people gather at the office. The members are different from supervisors or project members.<\/p>\n\n\n\n Here, after sharing your situation for the past month and next month, for example a newcomer might share challenges like “my minutes get returned bright red because I can’t write them well.” Other participants share “what I would do” or “how I dealt with it in the past,” rather than directly advising.<\/p>\n\n\n\n The purpose isn’t to solve each person’s challenges. Pointing out “you should do this” is NG. The purpose is to understand and empathize with what work each person is doing and what they’re struggling with.<\/p>\n\n\n\n With understanding of situation and empathy, it becomes easier to extend a helping hand when something happens. We also conduct non-work communication like socials and company trips, but by understanding both work and personality, we design a situation where we understand each other’s whole and are accepted.<\/p>\n\n\n\n At monthly all-hands meetings, we disclose all management figures, and financial statements are always accessible to anyone. Sales information is also always shared on Slack. Furthermore, hiring information is open. Rather than just the hiring department and executives deciding, on-site members also participate in interviews and judge whether the person can work as a team colleague.<\/p>\n\n\n\n Actually, in disclosing information, I realized that management’s qualities and abilities are tested. Information disclosure requires integrity. Also, since management figures aren’t always good, courage to actively disclose them and leadership that still doesn’t make members anxious are necessary.<\/p>\n\n\n\n We mainly provide small-team consulting from concept to execution for digital domain new businesses, marketing strategy, and sales strategy.<\/p>\n\n\n\n When doing new initiatives through digital, not everything succeeds. In such cases, our strength is being able to help effectively even with small teams. We get many requests like “I don’t have a clear image yet, but I want to do something new\u2014please consult with me.”<\/p>\n\n\n\n Recently, themes around big data utilization and data science have been frequent. Currently, we’re helping plan and conceptualize a new business utilizing big data from two major company partners. Generative AI-related projects, which have been trending recently, are also increasing.<\/p>\n\n\n\n Thanks to many customers, we get repeat business. This 70% isn’t just contract continuation but the rate of receiving requests on new themes.<\/p>\n\n\n\n For example, one major manufacturer contacts us every year when formulating next year’s concepts and plans. The theme varies each year, so we consider management issues appropriate at that time together.<\/p>\n\n\n\n About 20 employees. Excluding a few back-office staff, all are consultants. Our consultants are divided into two roles: “business consultant” and “DX consultant.”<\/p>\n\n\n\n Business consultants are so-called general consultants, handling strategy planning, project promotion for launching businesses, and business expansion. DX consultants handle DX-related themes such as renewing websites to introduce marketing automation or building DtoC in-house e-commerce.<\/p>\n\n\n\n Demand is increasing, so we’re actively hiring not just experienced people but also those without consulting experience. About half of our internal consultants joined without consulting experience.<\/p>\n\n\n\n Our hiring criteria can be broadly divided into three.<\/p>\n\n\n\n First is whether values align. For example, we value “working in coordination with clients rather than asserting our own superiority even as professionals” and “being interested in improving the organization.” In a teal organization, since each member makes their own decisions, it’s important for members to understand and empathize with these values.<\/p>\n\n\n\n Second is teamwork. Few consulting firms value teamwork. However, we believe team performance can only be achieved through contribution to the organization.<\/p>\n\n\n\n Third is thinking skills and communication ability. This is probably the same at other consulting firms. Since we have many opportunities to encounter new technologies and services, having interest in new things and the ability to respond flexibly are also important.<\/p>\n\n\n\n Due to team-based management, sales proposals and delivery aren’t particularly separated. So new members are also involved in everything from proposals to service delivery to customers.<\/p>\n\n\n\n Since we have many small-scale planning projects and direct transactions with major companies, new people also have many opportunities to interact with high-ranking client officials. We also conduct workshops with clients to plan together. Being able to have such experiences as a newcomer or young person is unique to Coum.<\/p>\n\n\n\n From CEO Hirose’s words, I felt the passion of implementing teal organization not as a mere concept but as a thorough on-site system. What’s surprising is that overtime is extremely short despite producing high results. The thorough information transparency\u2014disclosing financial statements to all employees and involving on-site members in hiring\u2014provides an unwavering foundation for autonomous work styles. For those who feel suffocated by traditional pyramid organizations, this company, where you can contribute as a professional in your “natural form,” is truly an ideal place.<\/p>\n\n\n\n Being able to support major companies’ new businesses from concept to execution while half of employees are inexperienced is only possible because of this teamwork-valuing culture. I felt those who want to prove their intervening value in an organization where autonomous individuals resonate with each other should definitely take on this challenge.<\/p>\n\n\n\n ConsulNext \/ <\/strong>Senior Consultant<\/strong>Started his own company to solve challenges in the consulting industry<\/h2>\n\n\n\n
![\"\"](\"https:\/\/mirai-works.co.jp\/consulnext\/wp-content\/uploads\/2023\/12\/company-coum-01.jpg\")
<\/figure>\n\n\n\n\u2500\u2500Could you tell us about your career, Mr. Hirose?<\/h3>\n\n\n\n
\u2500\u2500Could you tell us the origin of the company name?<\/h3>\n\n\n\n
\u2500\u2500Skylight Consulting has invested in your company, and you seem to have a good relationship. Why did you start your own company under such circumstances?<\/h3>\n\n\n\n
So you thought to create your own company to clear these challenges.<\/h3>\n\n\n\n
Aiming for a next-generation organization that’s not just flat but managed as teams<\/h2>\n\n\n\n
![\"Coum](\"https:\/\/mirai-works.co.jp\/consulnext\/wp-content\/uploads\/2023\/12\/company-coum-02.jpg\")
<\/figure>\n\n\n\n\u2500\u2500How is a teal organization different from traditional organizations?<\/h3>\n\n\n\n
\u2500\u2500Specifically, what kind of initiatives do you take for organization building?<\/h3>\n\n\n\n
\u2500\u2500Sharing the company’s purpose and values must make it easier to think of company struggles as your own.<\/h3>\n\n\n\n
\u2500\u2500What initiatives do you take regarding wholeness?<\/h3>\n\n\n\n
\u2500\u2500How about offline initiatives?<\/h3>\n\n\n\n
\u2500\u2500You said information disclosure is needed for self-management in teal organizations. What information do you disclose?<\/h3>\n\n\n\n
As a small elite professional group, we can provide all kinds of digital domain support from planning to execution<\/h2>\n\n\n\n
![\"Coum](\"https:\/\/mirai-works.co.jp\/consulnext\/wp-content\/uploads\/2023\/12\/company-coum-03.jpg\")
<\/figure>\n\n\n\n\u2500\u2500Could you tell us about your business?<\/h3>\n\n\n\n
\u2500\u2500We heard your client repeat rate is 70%.<\/h3>\n\n\n\n
Because of team-based management, we value employee values and teamwork<\/h2>\n\n\n\n
![\"Coum](\"https:\/\/mirai-works.co.jp\/consulnext\/wp-content\/uploads\/2023\/12\/company-coum-04.jpg\")
<\/figure>\n\n\n\n\u2500\u2500How many employees do you have?<\/h3>\n\n\n\n
\u2500\u2500Do you plan to increase personnel going forward?<\/h3>\n\n\n\n
\u2500\u2500Could you tell us what you value in hiring?<\/h3>\n\n\n\n
\u2500\u2500What kind of projects will newly hired people participate in?<\/h3>\n\n\n\n
\n\n\n\n[Interview Postscript]<\/h3>\n\n\n\n
![\"\"](\"https:\/\/mirai-works.co.jp\/consulnext\/wp-content\/uploads\/2025\/11\/img-tsukada.jpg\")
<\/figure>\n<\/div>\n\n\n\n
Masahito Tsukada<\/strong><\/p>\n<\/div>\n<\/div>\n\n\n\nCoum Inc. Company Information<\/h2>\n\n\n\n
Company Name<\/td> Coum Inc.<\/td><\/tr> Founded<\/strong><\/td> March 11, 2019<\/td><\/tr> Employees<\/td> 19 (as of February 2023)<\/td><\/tr> Location<\/td> 107-0052
Aoyama Tower Place 8F, 8-4-14 Akasaka, Minato-ku, Tokyo
1 minute walk from North Exit 4 of Aoyama-Itchome Station
9 minutes walk from Exit 1 of Nogizaka Station<\/td><\/tr>Business<\/td> Management consulting in digital domain
<\/span>
Customer touchpoint digital transformation
<\/span>
Business process digital transformation<\/span><\/td><\/tr>Main Clients<\/td> OMRON Healthcare Co., Ltd.
Gakken Holdings Co., Ltd.
QUICK Corp.
KDDI Corporation
TaylorMade Golf Company
TV Tokyo Corporation
TBS Holdings, Inc.
Nikkei Inc.
And many more<\/td><\/tr><\/tbody><\/table><\/figure>\n<\/div>\n<\/div>\n\n\n\nCoum Inc. Job Opening Information<\/h2>\n","protected":false},"featured_media":3992,"template":"","meta":{"_acf_changed":false,"swell_btn_cv_data":""},"tags":[],"class_list":["post-7861","industry","type-industry","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\n