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

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.

The important thing in my view is not to pin the blame for a mistake on somebody, but rather to find out what caused the mistake.

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.

To gain profit is important, but you must invest to build up assets that you can cash in in the future.

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.