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Sony's DNA

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Joined: 28 Aug 2007
Posts: 162

PostPosted: Sat Mar 07, 2009 7:17 pm    Post subject: Sony's DNA Reply with quote

Yesterday I was at an IEEE event where Philips Electronics was awarded a Milestone award for CD technology and (all its derivates, including DVD and BD) on the 30th anniversary of the first demonstration of Compact Disc Digital Audio.

Besides various speakers from Philips there was also a speech by two (former) Sony employees involved at the time, Takao Ihashi and Hiroshi Ogawa. Their presentation included many interesting historical pictures and products, included the first Digital Audio Disc player, basically a 12" (30cm) optical disc predecessor to the CD, looking a lot like a LaserDisc.

The most interesting however I found the last slides. One was a description of 'Sony's DNA', eightteen points unfortunately written all in Japanese and crammed onto one slide that my crappy camera couldn't possibly capture properly but the last on I managed to capture. It said, literally:
A part of Sony's DNA
  • New product earlier is superior than good product cheaper.
  • Persuading top management shall be done by a prototype. If your boss is a kind of chicken, make a prototype in secret to him. Unfortunately it doesn't work well, hush it up.
  • Making "the first", never do the market research. No one knows the market.
  • Decide the size or cost by the necessity, not by possibility.
  • When you start minding your competitor, it is beginning of loss.

Very amusing but especially very recognizable, and having been a product manager of several high-end, first-of-a-kind audio/video products I agree with most of it.
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