Message from the CEO
Strategy alone changes nothing.
Since founding NEVER RED, we have held one mission: to ignite conviction in people and organizations, and to support every principled step forward.
However sophisticated the strategy, however elegant the framework — nothing changes unless the people involved can move forward with genuine conviction of their own. When an organization stalls, there is always a reason, and it lies in one of three places: mindset, capability, or structure. Our role is to put all three in order, and to guide organizations to a state where they can make autonomous, confident decisions.
Our name, “NEVER RED,” expresses a refusal to be dyed in someone else’s color — a commitment to independent thinking and self-determined action. That is what we practice ourselves, and what we help our clients achieve.
Yusuke Asaka
Founder & CEO, NEVER RED Inc.
Mission
Igniting conviction in people and organizations, supporting every principled step forward.
We do not hand our clients answers. We optimize the skills, mindset, and structures around them so that every decision is made with genuine conviction — like a quiet, warm fire in a cave that lets people find their own way forward.
Vision
A society where the courage to think for oneself keeps circulating — and new value never stops emerging.
We envision a society where individuals and organizations decide based on their own will, not the values imposed by others — and where the interaction of different perspectives continually creates new value.
Our Values
- Think until your brain sweats. No shortcuts in thinking.
- Dive deep and grasp the essence. Surface answers are not answers.
- Keep questioning yourself. Conviction is earned, not assumed.
- Decide for yourself. Own the outcome.
- Respect the individual. Enjoy the chemistry.
Company Profile
| Company name | NEVER RED Inc. (NEVER RED株式会社) |
| Founded | February 2018 |
| CEO | Yusuke Asaka |
| Capital | JPY 3,000,000 |
| Team | Approx. 30 professionals (fully remote-enabled) |
| Head office | SHIP, Osaki Bright Core 4F, 5-5-15 Kitashinagawa, Shinagawa-ku, Tokyo, Japan |
| Business | Management consulting (ERP/SAP, DX strategy, PMO) / Independent-consultant academy & placement / Education (two tutoring schools in the Greater Tokyo area) |
| Selected client & partner relationships | EY, PwC, ABeam Consulting, Amazon Japan, LY Corporation (Yahoo! JAPAN), among others |