LIXIL

When Kinya Seto became CEO of LIXIL in 2016, he faced two major challenges: integrating a workforce spread across several acquired brands and differentiating LIXIL in a housing and water technology industry where products were seen as commodities. This case explores how LIXIL developed and activated its corporate purpose—"To Make Better Homes a Reality for Everyone, Everywhere"—as a unifying and strategic force. The purpose became a guiding “North Star,” brought to life through an ambitious new business unit focused on delivering low-cost, eco-friendly toilets to underserved communities around the world. This purpose-driven approach also helped unite employees, spark innovation, and address the challenge of product commoditization.