The Day I Made the CEO a Doorman: What I Learned About Trust Through the 'Elevator Button Wars'

Introduction

When you ride an elevator in Japan, where do you stand?

"Anywhere that's available, right?" "The back is more spacious and comfortable, so I head straight there."

If you're thinking this way, please pause for a moment and read this article. I used to think exactly the same way. And because of that ignorance, I experienced a "cold-sweat-inducing catastrophic failure" in an important business setting.

Japanese etiquette can sometimes seem overly detailed, appearing as "bothersome rules" to foreign learners and new employees. However, each of these rules contains a profound reason for considering others and a logic for building "trust" within an organization.

Through my embarrassing failure story, this article will explain the following three points:

1. Why "making the CEO a doorman" is taken so seriously in Japanese society
2. Why the position in front of the elevator buttons (shimoza) is called the "Captain's seat"
3. Specific behaviors you can use starting tomorrow to quickly gain the trust of those around you

By the time you finish reading, the next time you stand in front of elevator buttons, you'll feel your posture straighten a bit and experience a sense of pride.

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1. Prologue: The Pitfall in a Comfortable Box

When I first came to Japan, elevators were simply "boxes for transportation."

In my home country, elevators operate on a complete "first come, first served" basis. When the door opens, you get in first. Then, securing the "prime spot" against the back wall—where personal space is guaranteed and no one bothers you—was the norm.

Even after coming to Japan, I never questioned this habit. In office buildings and department stores, I always headed straight to the back. The Japanese people around me said nothing, either smiling gently or remaining expressionless. I arbitrarily interpreted this as "Ah, Japanese people also find the back more comfortable, so they're being considerate."

However, that "silence" was not agreement. It was merely the tolerance of Japanese society (or perhaps a grace period while they waited for the right moment to teach me) toward me as a guest who didn't yet know "the rules of the situation."

One day, I would fall into that pitfall in a decisive way.

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2. The Incident: The CEO Is Pressing the Button!

It happened after an important business meeting with a client.

My company's senior colleague, the client company's CEO (let's call him President A), and I—the three of us were about to ride the elevator together. The meeting had gone extremely smoothly, and I was filled with a sense of accomplishment. The moment the elevator door opened, I casually secured the position at the very back, as usual, with an "excuse me, going ahead" attitude.

At that moment, an unbelievable scene unfolded before my eyes.

Incredibly, President A, the top executive of our client company, stood in front of the control panel and firmly held down the "open" button with his finger, waiting for all of us (my senior colleague and me) to board.

"Please, go ahead and board."

President A's gentle voice echoed in the enclosed space. I responded with a smile, "Thank you!" and stood relaxed in the back. Furthermore, when we reached our destination floor, President A again pressed the "open" button and lightly held the door while saying, "Please, after you," sending us out.

I said "Thank you" again and briskly exited the elevator.

However, the moment the elevator door closed, I looked at my senior colleague's face and froze. His face was pale, as if he had witnessed the end of the world.

【Example of the conversation at that moment】

Me: "Senior, the meeting went well!"
Senior: "...Do you understand what you just did?"
Me: "Huh? Did I say something rude?"
Senior: "It's not about words. You just made our client's CEO a 'doorman' back there."

At that moment, I didn't yet fully understand the magnitude of my mistake, but I felt cold sweat running down my back, sensing that I had done something tremendously "out of place."

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3. My Senior's Teaching: "That's the Captain's Seat"

On the way home that day, my senior took me to a coffee shop and taught me the essence of "kamiza and shimoza" (upper and lower seats) in Japanese elevators.

Not Power, but "Responsibility"

"The seat in front of the buttons is the lowest 'shimoza.' In other words, it's the subordinate's seat—the one who works for everyone present," my senior said.

At first, I couldn't accept it. "Why is such an inconvenient place important? The back seems more prestigious."

My senior shook his head and continued: "True, it's the busiest spot. But you see, in ship terms, that's the 'Captain's' seat. You open and close the doors, manage the floor numbers, and control everything so that everyone arrives at their destination safely and comfortably. It's 'menial work' and at the same time, it's the 'manager's' job of controlling that space."

Never Make Guests Do the Work

The foundation of Japanese omotenashi (hospitality) is "not making others worry." The situation where President A, our guest, was pressing buttons means that we, as hosts (the receiving side), made him perform "physical labor" and "mental consideration."

"Making the CEO a doorman is the ultimate rudeness. It's the same as declaring 'I have no interest in your safety or comfort.'"

Those words pierced deep into my heart. With my "as long as I'm comfortable" mindset, I had robbed an important person of their "right to be hosted."

Item	My Mistaken Thinking	The True Japanese Perspective
Position in front of buttons	Annoying chore duty spot	The "Captain's" seat managing the space
Back seat	Privilege of whoever boards first	Privilege of the "guest" freed from labor
Pressing "open"	A task anyone can do	A "guard's" will to protect others' safety
"Please, after you"	Just a greeting	A "completion report" after fulfilling responsibility

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4. Revenge: Defending the Button Position at All Costs

The week after receiving my senior's lecture, I had another opportunity to meet President A. I had made up my mind: "Today, I absolutely won't let the president lift a finger."

While waiting in the elevator hall, my heart rate increased. The moment the door opened, I slid into position in front of the control panel faster than anyone else, yet smoothly.

My movements from that point on were surprisingly confident, even to myself.

The "Captaincy" I Practiced

1. Holding the "open" button: I didn't remove my finger from the button until everyone had boarded.
2. Confirming the floor: The moment President A boarded, I asked, "President A, floor ○, correct?" and pressed the button proactively.
3. Body orientation: I didn't face the wall, nor did I stare at the president; I stood at a half-angle, confirming the door's safety.
4. Last person out: When we reached the destination floor, I pressed the "open" button with full force and guarded the door with my free hand. "Please, go ahead."

As he exited the elevator, President A paused for a moment, looked at me, and said:

"Mr./Ms. ○○, today was very smooth. Thank you, that really helped."

The gentle smile he showed me at that moment—it wasn't the "awkward kindness" from before, but rather a smile of "trust," as if he recognized me as a business partner.

Just elevator buttons. Yet, by clarifying "who I was moving for" in that small space, I was accepted as a team member for the first time. My right thumb, which had kept pressing the button, was slightly red, but it was the proudest pain I'd ever felt.

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5. Thorough Comparison: NG Patterns vs OK Patterns

Here, I've created a specific checklist so you won't make mistakes. Learners, please try to imagine these scenes.

Case 1: Boarding

• NG: You board first and walk straight to the very back.
• OK: If you board first, say "Excuse me" while securing the position in front of the control panel, press the "open" button, and wait for those following.

Case 2: Button Operation

• NG: Asking bluntly, "What floor?"
• OK: Before the other person tries to press the button, anticipate and press it saying "Floor ○, right?" If unsure, politely ask, "Which floor shall we go to?"

Case 3: Exiting

• NG: The moment the door opens, you rush out first.
• OK: Keep pressing the "open" button and wait for everyone to exit. When the last person exits, bow slightly, then exit yourself.

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Frequently Asked Questions Q&A

Q1. When I stand in front of the control panel, other Japanese people say "sumimasen" to me. Did I do something wrong?

A: It's the opposite! They're thanking you. That "sumimasen" carries the nuance of "Thank you for pressing the button for me (sorry for making you work)." You should proudly respond, "No problem, please go ahead."

Q2. What should I do if there are control panels on both left and right sides?

A: Basically the "right side," but whichever is available is OK. What matters more than position is showing the "intention to operate the buttons." If people stand at both panels, the elevator's safety doubles.

Q3. What should I do when it's crowded?

A: Have the courage to step out temporarily! If you're in front of the buttons and people in the back seem to have difficulty exiting, temporarily step out of the elevator and hold the door. Then board again after everyone has exited. This looks very "professional."

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Epilogue: Leadership in a Small Space

An elevator—a small enclosed space. The time spent there is at most 30 seconds to a minute.

However, within that brief time lies a microcosm of Japanese society. Who manages the space as the leader (Captain), and who is respected as the guest? People who can instantly judge these roles and act without hesitation are trusted in any major business setting.

If you have the opportunity to ride an elevator in a Japanese office today, muster the courage to stand in front of the buttons.

You might be nervous at first. Your fingers might tremble. But your figure—creating a wall with your back, silently keeping the door open—will appear more reliable and kind to those around you than anyone else.

"Please, go ahead."

I'm confident that this single phrase will mark the beginning of your new relationships of trust.

Three Actions You Can Take Starting Today

1. "Reserve" the button position: While waiting for the elevator, do mental training imagining yourself standing in front of the control panel.
2. Confirm the location of the "open" button with your finger: Quickly grasp the control panel layout so you can press without hesitation.
3. Be the last person: In the quiet elevator after sending everyone out, say "good job" to yourself.

I'm cheering for your first step as a "Captain"!