Nikkei Business Publications

"In early October 2011, the Japanese restaurant “Keizuki,” which has been operating in the Silicon Valley on the West Coast of the USA, was about to close. That day, the restaurant was bustling with customers wanting to have their last meal at Keizuki, but by 9 PM, there was a little respite. It was then that I received a request to “write an article about Jobs.”"

"At the next bank, there was a stroke of luck as a regular at Mutsu was acquainted with the loan officer, and we managed to secure a loan. However, even with the maximum loan, funds were still insufficient. Remembering another regular customer who once said, “Contact me if you ever decide to start your own business,” I boldly gave a call. Although they had already returned to Japan, they agreed to help, allowing us to overcome the greatest hurdle of fundraising."

"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."

"Steve sometimes showed unreasonable strictness, but if you did a good job, he recognized the results. Regarding the anago incident, it felt as if I had glimpsed both Steve’s strictness and kindness."

"Go to Japan to learn about manju. I think this was also in 2007. Steve, who had gone to Japan, came back really fond of the manju from the long-established wagashi store “Aono” in Akasaka, Tokyo. He talked excitedly at the counter and even sent an email afterward with the store’s address and such. One of Steve’s characteristics is showing incredible obsession once he decides he likes something. Steve also had a particular opinion about manju."

"I think this was also during the private lunch period. There was a time when he didn’t visit for a while, possibly because he wasn’t feeling well. When a reservation came in after a long time, and I was waiting, the Steve who passed through the entrance looked noticeably thinner. His steps were slightly unsteady, and I felt like I wanted to support him, so I impulsively asked, “Can I give you a hug?” Then, Steve, unusually for him, nodded with a slightly shy expression. When we hugged in the American way, I felt that Steve had indeed become very thin. However, I also felt a warmth from him at the same time. It was a moment when I felt a different relationship from just a business owner and customer. I wonder if Steve felt the same way. After the hug, he showed a pure smile like a child."

"Recently, Jeff often appears on TV, speaking confidently about business. However, what remains in our impression is a rather uncertain-looking figure, being outargued by his wife at the sushi counter. “He had no CEO aura at all,” we think, gazing curiously at the TV screen every time Jeff’s image appears."

"Before Christmas, when visiting the restaurant with his venture capitalist friends, he would persistently ask them, “What are you giving me this year?” which sometimes annoyed them. Hearing this, one might think he’s unpleasant, but he was actually an open-hearted, lovable character with no duplicity."

"By this time, the shop was operating centered around regular customers, so we weren’t too particular about having a prime location. I told Liz, “I prefer somewhere less conspicuous,” but she seemed a bit unsure about what I meant. “Why somewhere not conspicuous?” she wondered. “In Japan, there’s something called a ‘hideout style,’ where even prominent shops don’t have signs,” I explained, but she had a complex expression that suggested she understood yet didn’t."

"However, saying this might make it seem like I’ve completely changed my way of thinking, but there are aspects that haven’t changed. I remain skeptical of the words of business consultants and accountants, whom people in Japan call “sensei.” No matter how sound the theory, without practical experience, it remains an armchair theory. Only by combining experience with theory can results be achieved. When young people ask for my advice, I always emphasize this point, often sharing my failures with them."

"The Reason for 26 Years From opening “Sushiya” in 1985 to closing “Katsuzuki” in 2011, we ran a Japanese restaurant in Silicon Valley for about a quarter of a century. It might be a cliché, but it was full of ups and downs. At times it was enjoyable, at other times it was hard, but every day we ran with all our might. Through this process, we realized many things and acquired many skills. Finally, I would like to reflect on what we learned."