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Don’t do market research.

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

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

Ask Kind Plan Product Public Rather Want
The company must not throw money away on huge bonuses for executives or other frivolities but must share its fate with the workers.
AKIO MORITA

Bonus Company Executive Fate Frivolities Huge Money Share Throw Worker
More people are interested in trying to shuffle paper assets around than building lasting assets by producing real goods.
AKIO MORITA

Asset Building Interest Most Paper People Real Shuffle Tasting Try
It’s difficult to see new projects to fruition.
AKIO MORITA

Difficult Fruition New Project
Japanese people tend to be much better adjusted to the notion of work, any kind of work, as honorable.
AKIO MORITA

Adjust Better Country Honorable Kid Kind Much Notion People Work
We will try to create conditions where persons could come together in a spirit of teamwork, and exercise to their heart’s desire their technological capacity.
AKIO MORITA

Capacity Come Condition Exercise Heart Person Spirit Teamwork Technological Together Try
Your business and its future are in the hands of the people you hire.
AKIO MORITA

Business Future Hand Hire People
If you don’t want Japan to buy it, don’t sell it.
AKIO MORITA

Buy Country Sell Want
I believe one of the reasons we went through such a remarkable growth period was that we had this atmosphere of free discussion.
AKIO MORITA

Atmosphere Believe Discuss Growth Period Reason Remark Such
The most important mission for a Japanese manager is to develop a healthy relationship with his employees.
AKIO MORITA

Country Develop Employee Fate Feeling Healthy Important Manager Most Relationship
You can be totally rational with a machine.
AKIO MORITA

Machine People Understanding
Advertising and promotion alone will not sustain a bad product or a product that is not right for the times.
AKIO MORITA

Advertise Bad Product Promotion Right Sustain Time
America looks 10 minutes ahead; Japan looks 10 years.
AKIO MORITA

Ahead Country Look Minute Ten Year
We don’t believe in market research for a new product unknown to the public. So we never do any.
AKIO MORITA

Believe New Product Public Research
While the United States has been busy creating lawyers, we have been busier creating engineers.
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Busier Busy Create Creating Engineer Lawyer
Without an organisation that can work together, sometimes over a very long period.
AKIO MORITA

Fruition Long Organisation Period Sometimes Working Together

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