A company that thought it had 'no strengths' achieved 580% gross profit in 14 months. Our dream is to create a society where everyone knows their 'value' and is chosen for who they are. #AprilDream

We support the 'April Dream' initiative, which aims to make April 1st a day to share dreams. This press release is the dream of Earth Light Co., Ltd. Earth Light Co., Ltd. (CEO: Daichi Kobayashi) announces our dream on April 1, 2026: 'To create a society where people are chosen for who they are, not for price.' This is not about our business, but about the future we truly want to realize. 'We don't really have any strengths.' I have heard this countless times when talking to business owners. However, every time I hear it, I am convinced: 'This person is the one who cannot see their own value.' It is not that they lack strengths; they just aren't treating their strengths as strengths. [Representative Daichi Kobayashi's Experience] Until 2016, I was chasing the typical 'success story of a car dealer.' Selling 10-15 cars a month, increasing employee salaries—on paper, it was smooth sailing. But in the busyness, I forgot what I valued most. Seeing my staff exhausted while I claimed it was for their happiness, I realized, 'What am I doing? This isn't the company I wanted to build.' Business owners who compete on 'price' or 'features' have their features bought, compete with others, and are inevitably beaten down on price. As a result, they lose the time to create the future. I was exactly like that back then. That is why I don't want business owners with similar values to go through the same thing. I want to help them escape from 'selling off limited time' or 'losing sight of the original purpose,' and create a state where both the owner and the employees can work vibrantly while unleashing their potential. That is the starting point of LINO. [Why we want to realize this dream] When did people start choosing companies or people based on 'conditions'? Buying because the product is cheap. Choosing because the salary is high. Choosing because the conditions are good. There is nothing wrong with that judgment. However, we feel that the accumulation of such choices thins out human relationships, leading to self-centered behavior and becoming the root of the loneliness that causes solitary deaths in Japan. [Gross profit increased by 580% in 14 months] This is the story of an auto repair shop based in Osaka. Originally, they focused on domestic car repairs and struggled with customer acquisition and profit margins. They were constantly compared by price. What we first worked on was not numbers or ads, but 'verbalizing the strengths and thoughts that this company originally possessed.' We redesigned the concept and proposed a shift to a BMW specialty shop. As a result of building branding and customer acquisition funnels using HP, LINE, and YouTube—in 14 months, the gross profit increased by 580% compared to the year before last. They became a company chosen by name. [Many people misjudge their own value] In the midst of daily tasks and responsibilities, it becomes difficult for owners and employees to see their strengths objectively. There is still a lot of value sleeping in this country that is treated as non-existent just because they don't know how to convey it. We call the act of drawing out that value and making it communicable to the market 'translating.' [Why we aim for 'resonance' rather than 'empathy'] We aim for 'resonance' rather than 'empathy.' Empathy is about being close to the other person's emotions. Resonance is about our 'Being' vibrating together, shaking together, and creating new energy. Empathy can end in understanding. But resonance creates action. This is why we aim for essential 'name-buying' rather than temporary booms. Our mission at LINO is to increase the number of business owners and companies that are told, 'I want to order from you because it's you,' or 'It has to be this company.' [What LINO aims for] LINO is not a general consulting firm or a video production company. We are facing not the 'immediate issues,' but the 'Being' of the company or owner itself. We want to be a 'running partner' who stands at the same eye level, thinks together, worries together, and moves forward together. We don't force them into a mold. We draw out the strengths and charms unique to that person and company, and create a state where they are 'chosen in their own way.' We want to create a state where the company itself is brought to life by drawing out the potential of all the 'people' involved, not just the owner. [Our Dream] To a society where we can live together while acknowledging our differences, rather than snatching and comparing. We want to create a future where such relationships are the norm. [Finally] If you resonated with this press release, I would be happy to talk to you. LINO is a company that translates the owner's thoughts into words, proposes a mechanism for being chosen by name, and runs alongside you. If any of the following apply, please feel free to contact us: - You don't know your company's strengths and haven't verbalized them. - You want to create a state where you are 'chosen for who you are' rather than price. - You want to engage in essential branding that fits the times. - You want to change your business structure to suit yourself. Please contact us for a casual chat.