Akio Morita

Principles are our summary of their public statements.

• Respect superior technology

  Strategy

  A leader must objectively assess the technological gap between themselves and competitors before engaging in a conflict or market entry.

  Source SONY | Acquired, 2022  (opens in a new tab)

• Ignore market research for innovation

  Finding ideas

  True innovation creates behaviors that do not yet exist, so consumers cannot tell you they want it through focus groups or surveys.

  Source SONY | Acquired, 2022  (opens in a new tab)

• Protect unconventional internal innovation

  Leadership

  Leaders should protect talented employees who experiment with new industries, even if they bypass official protocols or work on projects outside the current core business.

  Source SONY | Acquired, 2022  (opens in a new tab)

• Prioritize Long-Term Assets Over Paper

  Strategy

  Focus on building lasting value through real production rather than just manipulating financial assets for short-term gains.

  Supporting quotes

  • “We tell our young managers: 'Don't be afraid to make a mistake. But make sure you don't make the same mistake twice'.”

    “A company will get nowhere if all of the thinking is left to management.”

    “What we in industry learned in dealing with people is that people do not work just for money and that if you are trying to motivate, money is not the most effective tool.”

• Cultivate pride and satisfaction

  Hiring

  A leader must ensure that work provides employees with a sense of pride and personal happiness, not just a paycheck.

  Supporting quotes

  • “We want everybody to have the best facilities in which to work, but we do not believe in posh and impressive private offices.”

    “I believe it is a big mistake to think that money is the only way to compensate a person for his work. People need money, but they also want to be happy in their work and proud of it.”

    “You can be totally rational with a machine. But if you work with people, sometimes logic often has to take a backseat to understanding.”