In "Made in Japan: Akio Morita and Sony," co-authored by Akio Morita, Edwin Reingold, and Mitsuko Shimomura, the story of Sony's rise from the ashes of post-WWII Tokyo to a global technological powerhouse is recounted. Akio Morita, a confident and visionary engineer, co-founded Sony with the goal of producing high-quality, innovative products that would redefine markets. Morita's unique approach, including his rejection of traditional Japanese consensus decision-making in favor of individual responsibility and his move to establish Sony America, set the stage for Sony's success. The Walkman, a product of Morita's confidence in his own judgment despite internal skepticism, became a symbol of Sony's ingenuity and marketing prowess. Throughout the book, Morita reflects on the cultural differences between Japanese and American management, emphasizing long-term investment over short-term profits, and the Japanese philosophy of 'mottainai' – a disdain for wastefulness that drives efficiency. Morita's story is a testament to the power of self-belief, innovation, and the relentless pursuit of excellence.
"40 years ago, a small group gathered in a burned out department store building in the war devastated downtown Tokyo. Their purpose was to found a new company, and their optimistic goal was to develop the technologies that would help rebuild Japan's economy."
The quote highlights the ambitious beginnings of Sony amidst the ruins of post-war Tokyo, aiming to contribute to Japan's economic recovery.
"I was having lunch with my navy colleagues when the incredible news of the atomic bombing of Hiroshima arrived. I understood what the bomb was and what it meant to Japan."
Akio's knowledge of physics allowed him to comprehend the gravity of the atomic bombing and its impact on Japan's future.
"Unfortunately, the taste of a couple of generations of Merida family heads was so refined and their collecting skills so acute, that the business suffered while they pursued their artistic interests, letting the business take care of itself, or rather, they put it in other people's hands."
This quote explains how previous generations' distraction with personal interests led to the neglect of the family business, a lesson Akio took to heart in his own management style.
"Soon I was spending so much time on electronics that was hurting my schoolwork. I was devoting nearly all of my after school hours to my new hobby."
The quote reflects Akio's deep passion for electronics, which eventually led to the creation of innovative Sony products.
"I had built a time clock which was attached to my radio and was set to wake me up at 06:00 every morning. I remember very clearly the morning of December 8, 1941... I was shocked. I remember thinking that this was a dangerous thing. I had grown up believing the west was somewhat superior in technology."
Akio's reflection on the Japanese attack on Pearl Harbor showcases his early recognition of the critical role technology plays in geopolitical power dynamics.
"Many cities looked as though there was nothing more to bomb. Flimsy houses, shops, and factories made of wooden paper had burned like dry tinder under a shower of incendiary bombs."
This quote paints a stark picture of the destruction in Japan, setting the stage for the monumental task of rebuilding that Sony would be a part of.
"And so let me tell you a little bit about this. The company that Abuko ran was called Japan measuring instrument company." "Abuka didn't feel professionally satisfied out there in the countryside, merely producing components in large quantities."
These quotes provide background on Ibuka's company and his lack of satisfaction with his work, setting the stage for his later ventures and partnership with Akio.
"In this empty and bare old building, set among the rubble and devastation, the burned out homes and shops of the once prosperous downtown area of Tokyo, Ibuka started the is what, that's the original name of Sony right there."
This quote describes the humble beginnings of what would become Sony, highlighting the challenging conditions in which the company was founded.
"I welcomed the subsidy while it lasted because our new company was not setting any records for financial success in those days." "When some of my relatives came to see me, they were so shocked by the shabby conditions that they thought I had become an anarchist."
These quotes illustrate Akio's financial support from a clerical error and the perception of Sony's early environment by outsiders.
"Merely building radios was not our idea of the way to fulfill these ideals." "Everyone marveled at its quality, especially the skeptical officer, who was still puzzled by the fact that a small new company in a makeshift factory could produce such a high technology product."
These quotes reflect Sony's vision to innovate beyond radio manufacturing and the surprise of others at the quality of their products given the company's humble beginnings.
"We were engineers, and we had a big dream of success. We thought that in making a unique product, we would surely make a fortune." "We were able to demonstrate our machine for the Japan Supreme Court, and we sold 20 machines."
The first quote reveals the initial naivety about the need for targeted marketing, while the second demonstrates the success of identifying a niche market with a real need for the product.
"We could make a very small radio powered by batteries. Miniaturization and compactness have always appealed to the Japanese." "An american company called Regency put out a pocket sized radio a few months before ours, but the company gave up without putting much effort into marketing it."
These quotes highlight Sony's commitment to innovation and the importance of perseverance and marketing in the success of a new product.
"We wanted to change the image of japanese goods as poor in quality." "Marketing is really a form of communication."
The first quote underscores Sony's mission to improve the image of Japanese goods, while the second highlights the role of marketing as essential communication for a company's success.
"We had to educate our customers to the uses of our products. To do so, we had to set up our own outlets and establish our own way of getting goods into the market."
This quote highlights the strategy Sony used to familiarize consumers with their innovative products by controlling the retail experience.
"In the early days, we would often have the market to ourselves for a year or more before other companies would be convinced that the product could be a success."
This quote illustrates the benefit of being a first mover in the market, which allowed Sony to establish a strong presence and reinvest earnings into further innovation.
"The public doesn't actually know what is possible and that we do, meaning Sony."
This quote encapsulates Sony's philosophy that the company, not consumers, is best positioned to know the potential of new technology and to innovate accordingly.
"Our plan is to lead the public with new products rather than ask them what kind of products they want."
This quote outlines Sony's proactive approach to innovation, focusing on creating new products and educating the market about them, rather than reacting to consumer requests.
"Ibuka's complaint set me into motion. I ordered our engineers to take one of our reliable small cassette tape recorders, strip out the recording circuit and the speaker, and replace them with a stereo amplifier."
This quote describes the origin of the Walkman, which was a response to a need for a lighter, more portable music player.
"Millions of people have bought car stereos without recording capability, and I think millions will buy this machine."
Morita's response to the skepticism about the Walkman's lack of recording function shows his confidence in the product's appeal based on analogous consumer behavior.
"I thought we had produced a terrific item, and I was full of enthusiasm for it, but our marketing people were unenthusiastic."
This quote demonstrates the internal challenges Morita faced in convincing others of the Walkman's potential, highlighting the need for entrepreneurial confidence.
"I was so confident that the product was viable that I said it would take personal responsibility for the project."
Morita's willingness to stake his career on the Walkman's success exemplifies the level of confidence he believes is necessary for successful entrepreneurship.
"I had vowed that we would not be an original equipment maker for other companies. We wanted to make a name for our company on the strength of our own products."
This quote explains Morita's decision to reject a lucrative offer in favor of maintaining Sony's brand, reflecting a strategic focus on long-term brand building.
"50 years ago, your brand name must have been just as unknown as our name is today. I am here with a new product, and I am now taking the first step for the next 50 years of my company."
Morita's response to Belova showcases his vision for Sony's future and his belief in the potential for Sony to become a renowned brand.
"The knowledge of my own ability gave me confidence in myself that I did not have before."
Morita attributes his self-confidence to the discipline and challenges he faced, suggesting that overcoming adversity builds self-assurance.
"Unless you are forced to use your mind, you become mentally lazy, and you will never fulfill your potential."
This quote emphasizes Morita's belief in the necessity of mental discipline to reach one's full potential, drawing a parallel to the importance of physical fitness.
"I say that a manager who talks too much about cooperation is one who is saying he doesn't have the ability to utilize excellent individuals and their ideas and put their ideas in harmony."
This quote criticizes the overemphasis on consensus, suggesting that it can stifle individual contributions and innovation.
"If my company is successful, it is largely because our managers do have this ability."
Morita attributes Sony's success to its management's capacity to balance individual creativity with collective effort, highlighting a key aspect of the company's management philosophy.
"Managers can look good on the bottom line, but at the same time may be destroying the company by failing to invest in the future."
This quote underscores Morita's view that managers who focus only on immediate financial results may be compromising the company's long-term health and growth.
"If you can do that, the bottom line will take care of itself."
Morita suggests that when managers inspire their employees and focus on the company's overall success, financial performance will naturally follow.
"The trouble with American management was that profit was the main goal."
This quote reflects Morita's belief that American management often prioritizes immediate profits over the long-term health of the company.
"We want everybody to have the best facilities in which to work, but we do not believe in posh and impressive private offices."
Morita expresses his preference for functional workspaces over luxurious private offices, aligning with the Japanese approach to investing in the product rather than management luxury.
"The wasting of anything was considered shameful, virtually a crime."
This quote captures the Japanese cultural perspective on waste, which Morita believes contributes to the country's efficient use of resources.
"We have always had to practice conservation for survival."
Morita explains that Japan's historical necessity for conservation has led to a deeply ingrained culture of resourcefulness and efficiency.
"What they don't want to face is the fact that we are not only in the same school, but we've joined the faculty."
This quote reflects Morita's confidence in Japan's status as a leader in the global business community, no longer a novice but an equal, if not superior, player in the industry.