For Nobuyuki (Nobu) Ashida, President of MISUMI USA, the future of manufacturing isn’t simply about machines, components, or automation – it’s about empowering people to innovate boldly and learn quickly. With nearly two decades of leadership at one of the industry's premier providers of configurable and fixed components, Ashida brings a deeply human-centric vision to an increasingly digital and automated world.Ashida’s journey into manufacturing was inspired by Kōnosuke Matsushita, the founder of Panasonic, who is revered in Japan. Ashida began in a traditional corporate role where he worked for a large, analog-focused company. Despite its past success, he found the environment resistant to change – a stark contrast to the speed and adaptability he believed manufacturing’s future required. That experience set him on a course toward MISUMI, then a small but ambitious company ready to rethink how manufacturers source parts and accelerate production.Today, with 80 sextillion part configurations for automation, press die, and plastic mold applications, MISUMI is the most comprehensive, user-friendly engineering resource, offering 3D CAD downloads and free engineering support for a variety of industries, including electric vehicle assembly and manufacturing, medical equipment, consumer packaging, semiconductor, and more.MISUMI’s model of configurable components is available through a robust digital platform, which allows customers to choose a standard part and configure the material, dimensions, features, and finishes. Once configuration is complete, customers can view pricing and lead times instantly.meviy is MISUMI’s on-demand digital manufacturing platform that allows engineers and product designers to upload 3D CAD data and receive instant quotes, lead times, and production-ready parts – without the need for traditional 2D drawings.This on-demand manufacturing model has been enhanced by AI integration, something Ashida sees as a game-changer. “AI allows us to accept 3D CAD data, instantly quote, and manufacture custom parts with speed and precision,” he explains. “It’s not just about reducing lead time – it’s about enabling innovation at scale.”According to Ashida, AI and automation will transform manufacturing floors worldwide, reducing manual labor and boosting productivity. But he cautions that technology alone isn’t enough; success will depend on how well companies use these tools to empower their teams. “AI has immense potential in areas like predictive maintenance, quality assurance, and process optimization, but ultimately, it is the people who drive innovation.”This philosophy is evident in MISUMI’s bold moves to expand its digital capabilities and customer reach – most notably, its acquisition of Fictiv*. The addition of Fictiv will enhance the capabilities of meviy, MISUMI’s proprietary on-demand parts procurement platform, particularly in high-precision prototyping and CNC-machined parts. These developments position MISUMI to better serve both machine builders and end-product manufacturers across industries such as robotics, aerospace, semiconductors, and medical devices. “We offer a full-spectrum solution now,” says Ashida. “We’re closing the gaps between machine design and product realization.”MISUMI’s growth has been guided by Ashida’s leadership values: trust, risk-taking, and resilience. He recalls a pivotal moment early in his time at MISUMI, working for MISUMI Thailand, when, despite intense pressure, he invested in an ultra-fast production and delivery model that initially lost money. “I believed in it, and so did the team. After a year of struggle, the business took off with 40% compound annual growth,” he shares. “That experience taught me that leadership is not about doing everything yourself – it’s enabling your team to succeed.”For Ashida, that team extends beyond MISUMI’s walls to include customers, partners, and the broader manufacturing ecosystem. That’s why participation in IMTS - The International Manufacturing Technology Show is so vital; MISUMI is exhibiting in booth #236650 in the Automation Sector, Powered by SPS – Smart Production Solutions.“IMTS is not just a showcase,” he says. “It’s where we learn, connect, and evolve.” He notes how IMTS has transformed over the years, from product exhibitions to platforms for innovation. “You see everything at IMTS – from AI and robotics to software and supply chain solutions. It’s where ideas collide.”MISUMI uses IMTS to strengthen its brand, understand industry needs, and attract the next generation of engineers. Through university partnerships and support for student robotics clubs, the company invests in nurturing future talent. “We’re not just exhibiting – we’re educating,” Ashida says. “Young engineers get hands-on exposure to real-world technologies, and that’s crucial for the future of manufacturing.”Ashida’s vision for the next decade is clear: embrace AI, stay nimble, invest in people, and never stop learning. “Human-centric innovation – that’s what drives us,” he concludes. “It empowers teams to experiment boldly and learn quickly. And that’s the only way to thrive in a fast-moving world.”MISUMI’s journey under Ashida’s leadership is proof that in manufacturing, transformation isn’t just possible, it’s essential. And it starts with trusting people to lead it. *Fictiv is a digitally native, AI-augmented tool that connects engineers with a global, high-quality manufacturing network. It transforms what used to be a fragmented and slow procurement process into something fast, reliable, and integrated from design to delivery. With Fictiv, engineers upload CAD/2D files and immediately receive quotes, lead times, and manufacturability feedback (aided by AI) to shorten design-to-part timelines dramatically.
Embrace AI, stay nimble, and invest in people. Human-centric innovation empowers teams to experiment boldly, learn quickly, and adapt, says Nobuyuki (Nobu) Ashida, president of MISUMI USA, for thriving in a fast-moving world.
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