Naoko Kita, Founder And CEO, JOCONNE
In the pulsating world of entrepreneurship, where challenges abound and traditional norms loom large, women have persistently pushed against the grain, breaking barriers and defying odds. From battling ingrained gender biases to confronting societal expectations, these fearless pioneers have refused to be confined by limitations. Instead, they’ve embraced the mantle of leadership with unwavering determination and a fierce resolve to carve their own path. With each stride forward, they shatter stereotypes and break through the glass ceiling, paving the way for a future where success knows no gender. Among these trailblazers stands Naoko Kita, a visionary entrepreneur whose relentless pursuit of innovation and unwavering passion for change has not only revolutionized women’s health but has also become a beacon of inspiration for every woman who dares to challenge the status quo and forge her own destiny.
Growing up in Japan, a country marked by a significant gender gap, Naoko was fortunate to find support within her family, where she was encouraged to pursue her interests regardless of gender stereotypes. This early foundation of support allowed her to excel academically, particularly in the field of engineering, and chart a path straight through to graduate school. However, as she stepped into the professional world, Naoko confronted the stark reality of gender discrimination firsthand. Enduring the debilitating effects of endometriosis, she underwent surgery, a pivotal moment that brought into focus the harsh reality of gender disparities in health and society. And, as she further ascended her career ladder, she couldn’t ignore the presence of a glass ceiling looming overhead, a constant reminder of the gender disparities faced by women in Japan. Becoming a mother further deepened her understanding of the limitations imposed on women by both health concerns and societal norms. Thus, fueled by a desire to break down these barriers, she decided to create an environment where women could thrive unhindered by societal constraints or health limitations. As a result, JOCONNE was born.
Offering Personalized Services that Resonate with Women
From the outset, Naoko understood the importance of viewing things “thoroughly from a woman’s perspective.” During her career in a male-dominated environment, she, like many women, endured health challenges in silence due to societal stigma. Her own experiences, such as grappling with menstrual cramps alone during business trips, underscored the need for more open discussions on women’s health. In her mid-30s, Naoko encountered a significant turning point in her life when her occasional headaches coincided with her menstrual cycle, leading her to seek help at a nearby women’s clinic, where she received an unexpected diagnosis of endometriosis. Battling through the debilitating effects of this condition, Naoko realized the importance of breaking the silence surrounding menstruation, menopause, and related health matters.
Through JOCONNE, Naoko aims to dismantle societal taboos, encouraging women to embrace their bodies, navigate health challenges, and live authentically on their own terms. “In a society with a significant gender gap, where decision-making often lacks female representation, I believed that there were few services genuinely designed to be user-friendly for women. Therefore, I prioritize closely aligning with women, addressing even small psychological barriers, such as difficulty discussing one’s body or seeking advice,” elucidates Naoka.
She firmly believes that this approach is the cornerstone of JOCONNE’s success. By closely aligning with women and understanding their unique challenges, the company can design and provide services that cater specifically to their needs. This emphasis on user-friendliness and empathy sets JOCONNE apart in an industry where such considerations are often overlooked. Naoko sees it as more than just a business strategy; it’s a commitment to empowering women and ensuring they receive the support and care they rightfully deserve.
Rising Above the Challenges with Trial-And-Error
Entrepreneurship is often fraught with challenges, and Naoko’sjourney was no exception. In the early days of JOCONNE, Naoko encountered a significant hurdle that tested her resilience. There were times when everything seemed to be against her. But instead of giving up, she took a step back and delved into deep introspection and trial-and-error. “The most crucial aspect turned out to be expressing my thoughts in my own words. Previously, as an employee, I had worked under instructions from the organization, so articulating my thoughts in my own words was quite daunting,” shares Naoka.
Despite all the odds, she didn’t back down. With the support and collaboration of like-minded individuals who believed in her vision, Naoko navigated through the storm, emerging on the other side stronger and more determined than ever.
Leadership Anchored in Empowerment and Diversity
At the heart of Naoko’s leadership philosophy lies a commitment to empowerment and diversity. Understanding that women’s health is multifaceted and deeply personal, Naoko strives to cultivate a culture of inclusivity within JOCONNE. “The symptoms of menstruation and menopause are unique to each individual, and the circumstances of parenting, family dynamics, and the understanding of those around us also vary greatly. People have diverse preferences for their work styles and life goals, and at Joconne, individuals with different aspirations are contributing to our mission,” affirms Naoka.
At Joconne, she aims to create an environment where everyone internally can pursue their aspirations in various ways, accelerating personal and professional growth. Dedicated to spreading this ethos with those around her, she advocates for a culture of inclusivity and empowerment.
Spearheading Initiatives for Women’s Health Empowerment
While JOCONNE is still in the midst of trial and error, Naoko holds firm to her belief in the paramount importance of empowering women. As she navigates the challenges of entrepreneurship with JOCONNE, she sees each obstacle as an opportunity to set an example and empower every individual associated with the venture to shine in their own right. For Naoka, this journey of empowerment is not just a personal challenge but a ripple effect that she hopes will spread throughout society, fostering widespread empowerment.
Looking ahead, Naoko’sentrepreneurial aspirations for JOCONNE extend far beyond the mere expansion of products and services. She acknowledges that women’s health issues often fall through the gaps in societal structures, particularly in regions where support infrastructure is lacking. While JOCONNE focuses on addressing pelvic floor muscle health, Naoko acknowledges that in many countries, the necessary support infrastructure is lacking. With this in mind, she plans to expand JOCONNE’s products and services while also advocating for initiatives that bridge the gaps in support infrastructure. “While expanding products and services is important, I also aim to advocate for initiatives towards countries and public sectors, working to make them function within the societal framework,” opines Naoka.
Encouraging Women to Share their Struggle
As a trailblazing woman entrepreneur, Naoko understands the challenges faced by fellow women striving to make their mark in the business world. Her advice is simple yet profound: express your discomfort. In a society rife with unseen biases, Naoko advocates for acknowledging and sharing struggles as the first step toward driving change. She encourages women to embrace their voices and challenge societal norms. She believes that by speaking out against injustices and disparities, women can catalyze transformative shifts in society, thereby contributing to the creation of a more inclusive and equitable world. “I believe that taking that step will eventually create significant ripples, leading to a transformation in society. Let’s work together to create a society where everyone can live more comfortably,” Naoko concludes with determination.