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

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Believe New Product Public Research

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

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
(Japanese Government believes that if you have a big laboratory with all the latest equipment and good funding it will automatically lead to creativity. It doesn’t work that way.
AKIO MORITA

Believe Country Creativity Equipment Funding Good Government Laboratory Latest Way
Whether we succeed or not depends on the strength of our resolve and the amount of our endeavor.
AKIO MORITA

Amount Depend Endeavor Resolve Strength Succeed
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.
AKIO MORITA

Break Country Different Market Need Something Through Weapon
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.
AKIO MORITA

Blame Cause Important Mistake Pin Somebody Thing View
There is no secret ingredient or hidden formula responsible for the success of the best Japanese companies.
AKIO MORITA

Company Ingredient Responsible Secret Success
Don’t do market research.
AKIO MORITA

Make Research
It has run consistently about 6 percent of sales at Sony – and in service.
AKIO MORITA

Consistently Percent Run Sale Service Six Sony
I established the rule that once we hire an employee, his school records are a matter of the past and are no longer used to evaluate his work or decide on his promotion.
AKIO MORITA

Employee Establish Evaluate Longer Matter Past Promotion Record School
The public does not know what is possible. We do.
AKIO MORITA

Business Do Doe Know Public
If management take the risk of hiring them, we have to take the responsibility for them.
AKIO MORITA

Hiring Management Responsible Risk Take
Japanese attitudes toward work seem to be critically different from American attitudes.
AKIO MORITA

Attitude Country Critical Different Seem Work
My solution to the problem of unleashing creativity is always to set up a target.
AKIO MORITA

Always Creativity Problem Solution Target United States
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
Employees are not guilty; why should they suffer?
AKIO MORITA

Employee Guilt Suffer Why
I feel it is my fault because I made the decision to hire him.
AKIO MORITA

Decision Fault Feel Hire Made People

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