Some of the greatest success stories in history come from those who started life as outsiders. They weren’t born into privilege, didn’t inherit power, and didn’t enjoy easy access to established networks. But what these individuals lacked in resources, they made up for with grit, creativity, and the ability to see the world differently. Masayoshi Son, the founder and CEO of SoftBank, is one of the most striking examples of how the outsider advantage can lead to groundbreaking success.
His journey from the son of Korean immigrants in Japan—living in a tin-roofed shack—to one of the most influential figures in global technology teaches us how leaders can use their unique perspectives to overcome barriers and transform industries.
Son has recently made headlines for SoftBank’s involvement in the $500 billion AI initiative known as Project Stargate, announced in January 2025. The ambitious project, led by OpenAI’s Sam Altman and supported by figures like Elon Musk, aims to revolutionize artificial intelligence on a global scale. SoftBank’s investment cements its position as a leader in shaping the future of technology. For Son, this marks another bold move in a career defined by risk-taking and forward thinking.
Here’s what we can learn from Son’s story about thriving as an outsider.
1. Embrace Your Identity, Even When It Feels Like a Liability
Masayoshi Son was born in 1957 to Korean immigrants living in Japan, a nation where ethnic Koreans (zainichi Koreans) have historically faced systemic discrimination. As a child, Son endured taunts from his Japanese classmates, endured poverty, and was acutely aware of the stigma attached to his Korean heritage. For years, his family hid their identity by using a Japanese surname to avoid standing out.
But Son eventually embraced his roots. When he studied in the United States, he dropped the Japanese alias and began introducing himself as Masayoshi Son. His Korean background, once a source of shame, became a point of pride. This decision to lean into his authentic self was pivotal. It freed him from the mental weight of trying to fit in and allowed him to approach life and business on his own terms.
The lesson here is simple but powerful: Stop hiding what makes you different. The parts of yourself that don’t align with the majority may feel like weaknesses, but they’re often the source of your strength. Embracing your identity can give you clarity, confidence, and the ability to connect with others on a deeper level.
2. Leverage the Power of Perspective
As an outsider, Son saw the world differently than most of his peers. In Japan, a country known for its cultural and business conservatism, he rejected traditional approaches. Instead, he adopted a more global perspective—one he gained from his time in California. Studying at UC Berkeley in the 1970s, he was exposed to the entrepreneurial spirit of Silicon Valley during its formative years. He watched innovators like Steve Jobs and Bill Gates challenge the status quo, and he realized the power of combining audacious vision with cutting-edge technology.
Son’s ability to bridge cultures gave him a unique advantage. While others focused on maintaining tradition, he looked outward, identifying trends and opportunities that others overlooked. For example, Son bet early on the internet’s potential in Japan, investing in companies like Yahoo! Japan and later Alibaba when most people were still skeptical of online businesses.
The takeaway: Outsiders often see opportunities that insiders miss. Your unique perspective allows you to ask questions others won’t and challenge assumptions that others accept as facts. Use that perspective to find gaps in the market or inefficiencies in existing systems—and then act decisively.
3. Take Risks Others Won’t
Son is known for his high-stakes gambles. In the late 1990s, he poured millions into internet startups during the dot-com boom. When the bubble burst, he lost nearly 96% of his wealth. For most people, that kind of financial devastation would have been the end of the road. But Son refused to back down. Instead, he reinvented himself and SoftBank, pivoting toward a new strategy: building the world’s largest tech investment fund.
Through the Vision Fund, Son backed ambitious companies like Uber, WeWork, and Arm, betting on what he called the “information revolution.” Some of these bets paid off handsomely; others became cautionary tales. But the key to Son’s resilience was his willingness to think big and act boldly—even when others doubted him.
Being an outsider often means you’re not beholden to the expectations and norms that constrain others. You can take risks and pursue unconventional paths because you have less to lose—or because you’re already used to being underestimated. Lean into this freedom. While insiders play it safe to protect their status, outsiders can afford to think bigger and move faster.
4. Build Networks That Expand Your Reach
Despite being an outsider, Son understood the importance of building relationships. Early in his career, he sought out mentors like Den Fujita, the founder of McDonald’s Japan, who advised him to focus on emerging industries like computers. Later, Son leveraged his connections to secure crucial partnerships with companies like Yahoo! and Alibaba. His ability to forge alliances with global leaders, from Silicon Valley to Saudi Arabia, allowed him to scale SoftBank into a trillion-dollar powerhouse.
Son’s story highlights a critical insight: being an outsider doesn’t mean going it alone. In fact, it often means working harder to build relationships and win allies. Seek out mentors who can offer guidance, peers who can collaborate with you, and champions who can amplify your ideas. Over time, these connections can help you break into circles that once felt closed off.
5. Turn Rejection into Fuel
Rejection was a constant theme in Son’s early life. As a young entrepreneur, he pitched his ideas to dozens of Japanese companies, only to be turned away. But rather than give up, he used rejection as fuel. He kept knocking on doors, refining his pitch, and looking for the right opportunities. When he finally secured a deal with Sharp for his first invention—a pocket-sized translator—it became the launchpad for his career.
Son’s perseverance is a reminder that rejection is not the end; it’s part of the process. The more you’re willing to endure failure, the closer you get to success. Each “no” is an opportunity to learn, adapt, and try again with greater conviction.
6. Never Forget Where You Started
Despite his astronomical success, Son has remained deeply connected to his roots. He frequently talks about his family’s struggles in postwar Japan and the sacrifices his parents made to give him a better future. This awareness of where he came from keeps him grounded and gives him a sense of purpose beyond personal wealth.
For outsiders, staying connected to your origins can be a source of strength and motivation. It reminds you why you started your journey and keeps you focused on creating a legacy that extends beyond yourself. Use your experiences as an outsider to empathize with others, inspire your team, and build something that creates lasting impact.
The Outsider’s Path to Leadership
Masayoshi Son’s story is a testament to the power of the outsider advantage. His journey shows us that the very traits that make us feel out of place can become the keys to our success. By embracing your identity, leveraging your perspective, taking bold risks, building meaningful networks, and turning rejection into fuel, you can overcome barriers and achieve what others deem impossible.
Outsiders have a choice: you can focus on what sets you apart as a disadvantage, or you can turn it into your superpower. The world doesn’t need more people who fit the mold. It needs disruptors, innovators, and leaders who challenge convention and bring fresh ideas to the table. In the end, the greatest advantage you have as an outsider is that you’ve never been confined by the rules of the inside.
So, lean into your differences. They just might change the world.