Never Judge Wealth by Appearance

"Generally, in the restaurant business, or perhaps anywhere, there’s a tendency to gauge a customer’s financial standing based on their appearance. However, in the mid-1990s Silicon Valley, with the emergence of IPO magnates, even people who looked slightly untidy on the outside turned out to be very wealthy. Even if their meal totaled only $20 to $30, and they seemed to scrutinize the bill, they could actually be millionaires. Around this time, one thing frequently discussed with staff was “Don’t judge customers by their appearance or what they order on that day.” If they are satisfied with the food and service, they might introduce the restaurant to friends or acquaintances, or become regulars by hosting exclusive parties later. We had such experiences many times."

"The Missed Opportunity One day in the late 1990s, during a break in the lunch rush, about five or six people dressed in T-shirts and hoodies came into the shop all at once. Their attire was lackluster, and they didn’t give off an energetic vibe, so I apologetically thought, “What an unremarkable group.” Since it was after the peak of the lunch hour, I asked, “Where do you work?” One of them, sitting at the counter, answered, “Google.” At that time, I was still interested in stock investment. Apologizing to the customers, I often evaluated the appearance, manner of speaking, and atmosphere of those who seemed to be starting ventures, thinking, “How about this company as an investment?” They explained that Google was an internet search company, but that alone wasn’t clear to me. I later looked it up on the internet, but with Yahoo already public and thriving for several years, we judged that Google wouldn’t catch on. As you know, Google later made great strides. Recently, I heard that their stock price surpassed $1,000. That day, among the customers sitting at the counter, I think the founders Larry Page and Sergey Brin were also there. It’s a shame not to be able to seize a once-in-a-lifetime opportunity. But there’s no point in lamenting over the fish that got away."

"During the Sushiya days, Douglas would order normally and joke around with another chef who was fluent in English. He was just one of the ordinary customers, but as Sequoia’s success grew, and presumably as his pocket deepened, he gradually began to exude an air of prominence. His laughter, which used to be “Ahahaha,” changed to “Wahaha,” and he seemed to lean back more as he laughed. Though he was wealthy, he would vocally exaggerate the prices whenever he looked at the bill, often claiming, “I’m the number one customer here,” and generally be very loud."