by Akio morita,Edwin M. Reingold & Mitsuko Shimomura   Â
MAKE.BELIEVE
About:
(a) Japan over the years
(b) the story of SONY
(c) running a business
Features:
Language: Simple
Style: Anecdotic
Plus Point: It’s from the man himself: the co-founder of the SONY Corporation
Summary:
The book talks about Japan in ancient times , during the World War and post that phase. It draws
parallels between the life in West and in the Land Of Rising Sun, in the East. Mostly, Morita tells us everything about running a business. It’s not just some B-School lesson, but the book encompasses all the ethics to become a leader in the market.
(i) The name of your company/product is the first and the most important feature . Preserve it. Fight for it.Â
This spirit is shown by Morita as he tells how they decided upon the name SONY. Ingenious thinking led them into adopting the catchy phrase “sonny” (used for boys those days) and then uniquification of this name by dropping an “N” . Â This infact helped them in winning a lawsuit! When a chocolate company started cashing in on the popular SONY brand name, Morita challenged them with the claim that SONY was their idea as the word means nothing in any language.
(ii) Money, contrary to popular belief, is not everything (certainly not everything to keep your employees secured and with an insatiable urge to perform)
What we in industry learned in dealing with people is that people do not work just for money and that if you are trying to motivate, money is not the most effective tool. To motivate people, you must bring them into the family and treat them like respected members of it. Granted, in our one race nation this might be easier to do than elsewhere, but it is still possible if you have an educated population.
(iii) Who do you “consult”, only the managers or the lawyers and consultancy firms?Â
We learn a lot by listening to our employees, because, after all,wisdom is not the exclusive possesion of management.
(iv) Profit v/s investementÂ
To gain is important, but you must invest to build up assets that you can cash in in the future.
(v) Management?!?!
- In our labour relations, we have a kind of equality that does not exist elsewhere. We see no distinction at SONY between blue- and white collar workers.
- Man/woman who becomes very successful as a union leader is fit for managerial ranks
- Be persuasive, be able to make people cooperate with you.
- Management is NOT DICTATORSHIP. Manage people by leading them.
- Don’t rule people out if they lack certain school credentials
(vi) Many often ask “why one takes up engineering, only to do management in post graduation?” They say “if you want to be an MBA, why didn’t you just go to some commerce/economics graduate school, why take up science?”
Well, the answer is:
Managers who do not have the capability to judge from a technical standopint whether a product is feasible or not are at a tremendous disadvantage.
(vii) How the Japanese emerged as a nation outsourcing quality in products and building up their economy in such a short time after the huge mishap of the World War?
The land suffers from earthquakes everyday. There are no natural resources per se. So, the people have developed this stance of moving on quickly and reinforcing their responses and rebuilding mechanisms to avoid any regression in face of any calamity.
and they immediately went to work rebuilding , ingeniously fashioning cooking stoves from rubble and odd bits of shattered metal, patching together remnants of usuable material from among the charred ruins…
(viii) Lastly, all work and no play makes Jack a dull boy.Â
Morita inspires us all to take up sports. Sports as an activity holds age no bar. Play as much as you can. It improves your reflexes. Plus the heart. The adrenaline rush that one gets is a harmless and much needed kick to go on and perform to one’s fullest potential. Infact, regular exercise pushes our limits and inceases our “output”.
Also, games like tennis and golf are actually famous in making and breaking of business deals (but smart thinking ,rather than emotions while signing these ,is highly recommended đ ) One gets to meet the best of people and gets to see the best of places with this “sporty” and “never say die” attitude. Out-of-the-box thinking +appreciation for sports & art & food + perseverance is all is needed.