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.

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.

Our plan is to lead the public with new products rather than ask them what kind of products they want.

But make sure you don't make the same mistake twice.

There are three creativities: creativity in technology, in product planning, and in marketing. To have any one of these without the others is self defeating in business.

An enemy of innovation could be your own sales force.

I knew we needed a weapon to break through to the US market, and it had to be something different, something that nobody else was making.