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.

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.

From a management standpoint, it is very important to know how to unleash people's inborn creativity. My concept is that anybody has creative ability, but very few people know how to use it.

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.

Curiosity is the key to creativity.

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 only sure thing is that in business there are no sure things.