Motoo Kobayashi, CEOThis philosophy defines the essence of First Place, a Japanese company established in 2001, which has reshaped corporate consulting and training by blending cultural wisdom with practical innovation. True to its name, First Place aims to be the best in the field in Japan while exploring new areas, establishing new departments, collaborating with new people and venturing into new places.
The company operates through two core businesses—insurance sales and training/ consulting services. This dual focus allows First Place to test and refine its sales methodologies, which are then transformed into training programs for other companies. Over the years, First Place has earned the trust of its clients as a reliable training provider, backed by its expertise and accumulated knowledge in sales. The focus on insurance sales is rooted in Kobayashi’s background as a skilled insurance salesperson, which has been a cornerstone of the company’s success.
At the crux of First Place’s training methodology lies the Japanese philosophy of Shu-Ha-Ri, a timeless framework that embodies the company’s belief in lifelong learning. The progression from Shu (following) to Ha (breaking away) and, finally, Ri (transcending) mirrors First Place’s commitment to blending mastery of fundamental principles with bold innovation.
The company’s innovative philosophy emphasizes mastering the basics, believing that strong execution of foundational practices leads to meaningful results.
Behavioral Transformation through Innovation
First Place’s training programs focus on sustainable behavioral transformation through self-reflection, peer learning, and practical application rather than just focusing on skill acquisition. A distinctive feature is its self-video role-playing exercise, where participants record, analyze, and critique their performance. This unique approach allows individuals to gain fresh insights into their behavioral patterns and identify areas for improvement. These peer feedback sessions foster a collaborative learning environment.
Action learning cycles—alternating between immersive training and real-world practice—further reinforce integrating new skills into daily business practices. This ensures that participants can sustain and manage action learning independently, driving continuous growth and improvement within their organizations even after the training period ends.
Organizational transformation occurs not through shortcuts but by mastering the fundamental principles that drive sustainable behavioral change
The company’s dedication to continuous learning is evident in empowering individuals and teams to “learn how to learn.” “Once people understand how to learn, learning happens naturally on the ground, leading to transformation. Learning how to learn is, in essence, the foundation of organizational learning,” says Kobayashi.
With this approach, team members can continue engaging in organizational learning and driving transformation, even without the presence of a trainer.
A Proven Training Model for Sustainable Change
Unlike many training providers focusing solely on individual performance, First Place employs a structured model to deeply embed learning into daily business practices. Inspired by Peter Senge’s Learning Organization and the Fifth Discipline, this approach begins with intensive group workshops that challenge participants’ existing behaviors and assumptions.
These workshops lay a strong foundation, followed by a structured on-the-job implementation phase. Participants apply newly acquired skills to real-world scenarios during this stage, ensuring practical relevance and immediate impact. In the final stage, teams engage in reflective analysis, sharing insights and refining practices to reinforce their learning. This cyclical process frames learning as an evolving journey, growing alongside organizational needs and embedding itself into everyday operations.
The effectiveness of this model is reflected in measurable results. For instance, a global manufacturing company partnered with First Place for a six-month behavioral transformation program. By the end of the initiative, seven of the top ten employees with the greatest measurable improvements were program participants, demonstrating significant individual and organizational progress.
Similarly, an electrical appliance manufacturer turned to First Place to transform its sales team. Throughout a six-month program, participants outperformed their peers, achieving 1.5 times better results in sales negotiation training and driving sales volumes that were 2.8 times higher than non-participants.
First Place also strongly emphasizes measuring long-term outcomes. By collecting and analyzing performance metrics and maintaining an active dialogue with clients, the company continuously fine-tunes its strategies for maximum impact. Its focus on data-driven insights and collaborative partnerships ensures that First Place’s interventions remain relevant, adaptive, and consistently effective over time.
The company’s ability to blend tradition with innovation, its commitment to continuous growth, and its focus on sustainable transformation set it apart in the training and consulting industry.
