"If you want to impact people, first, you need to trust them—and then give them space."
"You forget about collective decision-making in Japan—you build consensus privately, one by one."
"The best execution comes from ideas people believe are their own."
"I listen first. Then I discuss. Then I decide. But always, I listen first."
"Leadership is not about being the hero—it's about helping the team become the heroes together."
Previously for Societe Generale, Bruno was Head of Risk on Capital Market Activities and ALM, Co-Head of Market Risk, Risk Assessor on Capital Market Activities; Head of Market Risk for Natixis, Head of Market Risk on Capital Market Activities ENGIE, Head of Market Risk On Credit Derivatives Credit Agricole CIB; Head of UK Market Risk for LCL.
Bruno emphasizes that trust is the foundation of leadership—both giving it and earning it. He believes in creating space for team members to voice their ideas, as people are most committed when implementing their own suggestions. When he arrived in Japan, he made it a priority to listen first. Recognizing that he was new to the local context, he relied heavily on the insights of his team, who had decades of experience. His role, as he sees it, is to synthesize their ideas into a clear strategy, advocate for it at headquarters, and ensure it gets the green light.
He highlights the cultural difference in decision-making between France and Japan. In France, decisions emerge through open challenge and brainstorming. In Japan, consensus must be built privately through one-on-one discussions before any meeting. He adopted this approach, understanding that Japanese professionals are less likely to speak up in group forums but are open and candid in private. These individual conversations are time-consuming but essential for building alignment and trust.
Bruno also sees leadership as deeply tied to authenticity and leading by example. His background in risk management taught him that courage—especially the courage to stand up for what's right, even against pressure—is critical. His teams observe whether he is willing to defend their ideas and protect their interests. That credibility is what earns their loyalty.
He's learned that new ideas are more likely to succeed when they come from the team, not top-down. Japanese staff often hesitate to share ideas if early feedback is lukewarm, so Bruno takes care to signal encouragement and patience, giving them time and space to think creatively. When they do, the results are powerful—his team's strategic proposal was not only approved by Paris but became the only strategic initiative for Japan in the region.
Bruno's approach is to listen deeply, guide gently, champion ideas effectively, and push for change when it makes sense locally. He believes culture is not something to impose, but to live consistently. By modelling respect, patience, courage, and transparency, he creates an environment where trust grows and leadership becomes a shared endeavour. He calls this collective success—not about being the hero himself, but about helping the team become successful.
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About The Author
Dr. Greg Story, President Dale Carnegie Tokyo Training
Contact me at greg.story@dalecarnegie.com
Bestselling author of "Japan Sales Mastery" (the Japanese translation is "The Eigyo" (The営業), "Japan Business Mastery" and "Japan Presentations Mastery". He has also written "How To Stop Wasting Money On Training" and the translation "Toreningu De Okane Wo Muda Ni Suru No Wa Yamemashoo" (トレーニングでお金を無駄にするのは止めましょう) and his brand new book is "Japan Leadership Mastery".
Dr. Greg Story is an international keynote speaker, an executive coach, and a thought leader in the four critical areas for business people: leadership, communication, sales and presentations. He leads the Dale Carnegie Franchise in Tokyo which traces its roots straight back to the very establishment of Dale Carnegie in Japan in 1963 by Mr. Frank Mochizuki.
He publishes daily blogs on LinkedIn, Facebook and Twitter
Has 6 weekly podcasts:
1. Mondays - The Leadership Japan Series,
2. Tuesdays – The Presentations Japan Series
Every second Tuesday - ビジネス達人の教え
3. Wednesdays - The Sales Japan Series
4. Thursdays – The Leadership Japan Series
Also every second Thursday - ビジネスプロポッドキャスト
5. Fridays - The Japan Business Mastery Show
6. Saturdays – Japan's Top Business Interviews
Has 3 weekly TV shows on YouTube:
1. Mondays - The Cutting Edge Japan Business Show
Also every Second Thursday - ビジネスプロTV
2. Fridays – Japan Business Mastery
3. Saturdays – Japan Top Business Interviews
In the course of his career Dr. Greg Story has moved from the academic world, to consulting, investments, trade representation, international diplomacy, retail banking and people development.
Growing up in Brisbane, Australia he never imagined he would have a Ph.D. in Japanese decision-making, become a 40 year veteran of Japan and run his own company in Tokyo.
Since 1971, he has been a disciple of traditional Shitoryu Karate (糸東流) and is currently a 6th Dan.
Bunbu Ryodo (文武両道-both pen & sword) is his mantra and he applies martial art philosophies and strategies to business.
