Carefully watch how people live, get an intuitive sense as to what they might want and then go with it. Don’t do market research.

If we do our best and make efforts, a peaceful and great future will become ours without fail. Whether we succeed or not depends on the strength of our resolve and the amount of our endeavor.

If we face recession, we should not lay off employees; the company should sacrifice a profit. It's management's risk and management's responsibility. Employees are not guilty; why should they suffer?

I consider it my job to nurture the creativity of the people I work with because at Sony we know that a terrific idea is more likely to happen in an open, free and trusting atmosphere than when everything is calculated, every action analysed and every responsibility assigned by an organisation chart.

We don't believe in market research for a new product unknown to the public. So we never do any.

If you don't want Japan to buy it, don't sell it.

My solution to the problem of unleashing creativity is always to set up a target.