Enterprise begins by being enterprising.


Ever wonder what happened to all the nice and good things they teach you about professions when you were young? About how each profession, has value and dignity? That is until they welcome you as an adult into the game of life and the real world which bears no resemblance to what was inspiring and beautiful?

Business is no simple game.


Yes, it can be fun. Actually, for the most part, it should be fun.


But ultimately, at ZedOptima, we aspire for shokunin. Roughly translated, it means artisan or craftsman. This, though, hides the deeper meaning of the principle.


Some call it corporate social responsibility. Some call it social enterprises.


Shokunin means not only having technical skills, but also implies an attitude and social consciousness. The shokunin has a social obligation to work his/her best for the general welfare of the people. This obligation is both spiritual and material, in that no matter what it is, the shokunin’s responsibility is to fulfill the requirement.