My solution to the problem of unleashing creativity is always to set up a target.

Akio Morita


I was of the conviction that a company’s logo was its vital breath, and that it should be defended tenaciously. The logo and name of a company are not just a simple play on words; they evoke the quality of its products and are their guarantee.

Akio Morita


Advertising and promotion alone will not sustain a bad product or a product that is not right for the times.

Akio Morita


I said… ‘If we haven’t sold 100,000 Walkmans from now to the end of the year, I will resign from my position as President of the company.’ I just knew… [it] would be a success.

Akio Morita


Whatever your capacities are, whatever your successes, your shrewdness, your dexterity, the future of your business is in the hands of the people you have hired.

Akio Morita


A company will get nowhere if all of the thinking is left to management.

Akio Morita


The first task of a company director is to make decisions.

Akio Morita


It was my intuition that convinced me the Walkman would be a great success…

Akio Morita


More people are interested in trying to shuffle paper assets around than building lasting assets by producing real goods.

Akio Morita


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


Putting people down, because they lack diplomas or because they’re having trouble with a certain job, is a sign of incompetence.

Akio Morita

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