Practicing Kaizen (改善), Performance Marketing Can’t Succeed Without It 

By Maggie Matthiessen

Let me set the scene: it’s 2016, and I’m in an agency breakroom microwaving my lunch. The walls are dotted with signs and notices, but one stands out—a poster titled “Kaizen.” A gift from our Toyota client, it highlighted a philosophy that is core to “The Toyota Way.” 

Kaizen (改善) is a Japanese term that loosely translates to “improvement,” but its deeper meaning is about embracing continuous improvement. It’s the idea that small, consistent changes drive significant long-term progress. That simple yet powerful concept struck a chord with me then, and it has stayed with me ever since. Over the years, it has shaped how I approach both work and problem-solving. 

At the time, I was managing Toyota’s media strategy, so Kaizen wasn’t just a poster—it was a philosophy woven into the fabric of how Toyota operated. Seeing the results of their disciplined commitment to continuous improvement firsthand left an impression. Kaizen wasn’t about dramatic overhauls or overnight success; it was about steady, thoughtful adjustments. Those principles resonated with me, and I began applying them to my work in marketing. 

In performance marketing, Kaizen is intrinsic to what we do. It’s the mindset that even small, data-informed adjustments—like refining audience targeting, testing creative variations, or optimizing media placements—can lead to exponential results. Every campaign, every decision, every test becomes an opportunity to improve. 

The Kaizen mindset reminds us that perfection is a journey, not a destination.  

At GainShare, our challenge is to embrace this philosophy in every partnership we build. We believe in deliberate, data-driven improvements that help brands grow sustainably. From testing new strategies to refining what already works, we’re committed to the kind of continuous progress that delivers measurable outcomes. 

This grounding concept has shaped how I approach every project, from brainstorming to execution. It’s about asking: What can we tweak? How can we refine? Where can we find that small edge that makes a big difference? 

Inspired by Kaizen, we push boundaries and challenge the status quo, one step at a time. And just like that poster in the breakroom once reminded me, Kaizen teaches us that success isn’t a final destination—it’s a series of thoughtful, incremental changes that add up to greatness.