My story behind Nature

My aspiration to found, launch, and run an innovative clean energy start-up has been formed by several of my experiences in life, starting as a young teenager.

When I was thirteen years old, I found an old computer running BASIC, a primitive computer language, at my grandfather’s house and I convinced my parents to bring it home. It took me two months but I managed to create a program for Space Invaders. For a kid who liked writing and drawing, programming was like a tool to build a new world. This experience changed my perception of the world, made me take nothing for granted, and nurtured my habit to think logically and creatively.

Around the same time, my father launched his own company and created one of the first 3D racing games for PlayStation. When he was developing the game, he let me play the game for further improvements. Contributing to a real business development was inspiring. One day, I heard him shouting in our bathroom,“Ready Go!”, which I found in his game a week later. I loved seeing my father so motivated for his business, even working while in the bathroom. At that point, I decided to start my own business in the future.

After I graduated from the Royal Institute of Technology in Sweden, I took a three month, thousand mile sailing trip with my father on his boat. One night, seeing my father’s tired face, I suggested he get some sleep in the cabin. Alone on deck with the sound of the waves and surrounded by the beautiful phenomena of nature, I felt the wind blow, and, a couple of seconds later, the boat moved as if it replied to the wind. I experienced the perfect harmony of nature with something man had created. Snoring from the cabin broke the uplifting feeling, but this moment showed me that human beings are created to exist with nature on a genetic level and ignited my desire to bring nature into greater harmony with society.

After I joined Mitsui & Co, I had opportunities to visit several thermal power plant sites. Whenever I visit them, especially coal ones, I look at the scene and feel that something is wrong. The construction of the power plant comes with the destruction of nature and sometimes results in horrible accidents. This feeling grew even more when I took a small Cessna to visit a coal mine at remote frontier in Indonesia. The scale of the mine was unbelievably enormous and coal miners were riding on monster machines. Why are we destroying our precious nature and struggling to tame such monsters, which sometimes even endanger human life? Aren’t there any ways to better live with nature and avoid such accidents? I strongly believe that there is a way – distributed, smaller scale clean energy (including energy efficiency). My desire to expand clean energy transformed into an absolute commitment.

Nature was the name of the company I decided to establish to bring innovation in the clean energy business several years ago. One day, I will embark on a sailing trip all around the world, re-living the memorable sailing trip with my father and personally propagate an energy efficient lifestyle, where people adjust to, not destroy nature.

Founder and CEO of Nature Inc

Haruumi Shiode