About Us

Who we are

YSI is a consulting firm in which a former CEO with expertise in US-Japan cultural differences directly provides clients with practical insights from his own experience.

What we do

YSI helps clients acquire business knowledge, overcome management challenges, and develop themselves through training, consulting, and coaching.

Credo

1. Direct: Expert services, delivered directly, without any intermediaries.
2. Real: All services are based on real-world experience, not theory.
3. Win-Win: We remain consultants who celebrate and grow alongside our clients.

Founder/CEO

Yoshi Ieda

I was born in Gifu, Japan, and pursued my dream of becoming an astronaut by studying abroad after earning my engineering degree from Hokkaido University. In 1999, I obtained a Ph.D. in Mechanical Engineering from the University of Wisconsin-Madison. Soon after, I joined NGK Spark Plugs (U.S.A.), Inc. (now Niterra North America, Inc.) in Michigan as a local hire, working in technical sales with major U.S. automakers.

From 2015 to 2017, I was assigned to the corporate planning department at headquarters, relocating to Nagoya with my family. During this time, I played a key role in the acquisition of an American company and contributed to projects including mid-term business planning, next-generation leadership development, new business creation, and defining corporate values. 

After returning to Michigan, I led corporate strategy for the North American market, and in 2019, I was appointed President of Wells Vehicle Electronics, L.P. There, I set the company’s direction and spearheaded its business model reconstruction until my departure in 2024. 

In 2025, I founded YSI Consulting LLC, embarking on an independent venture. I also serve as the Michigan representative for Japan Intercultural Consulting, driven by my passion for bridging Japanese and American cultural perspectives and sharing my diverse experiences with society. 

My favorite quote is "We are all different, and all wonderful." (From a poem by Misuzu Kaneko) As for my drink of choice? I enjoy a good Scotch and Shochu. 

Logo

The circle drawn with a brush symbolizes circulation. When you offer your expertise to someone in need, that person will then offer their expertise to someone else. If this cycle of "giving and receiving" continues, eventually someone will appear who offers what you need. This desire to become a part of such a delightful cycle is embodied in the circle.

The red color of the circle represents Japan, which is the cultural background of YSI. It also embodies our desire to gain a deeper understanding of Japanese culture.

Design: AmarisDesigns operated by Amaris Johnson

Mascot

The mascot of YSI is the American Robin, Michigan's state bird where we're based. In Japan, robins are called Komatsugumi, so we call her Komako-san. She's super laid-back and does her own thing, making it a lovable character. Apparently, she's into people-watching these days.

She'll hit you with these totally innocent-sounding questions that are actually really deep. It's always a good reminder to see things differently.

Illustration: Kahotann