Creating the Sony Brand

Made in Japan is the incredible autobiography of Akio Morita, the cofounder of SONY. Akio Morita started SONY in the rubble of post-WW2 Japan, determined to make Japan known as a country of high quality products. Throughout SONY’s rise, he was always focused on leading the technological transition from real world senses to digital consumption, pioneering fundamental inventions such as the tape recorder, pocketable radio, slow-mo camera, VCR, color TV, and portable music player, the SONY Walkman. In many ways, Akio Morita was Steve Jobs before Steve Jobs, creating many of the genius marketing tactics that later would inspire Jobs to market Apple products. We'll dive into how a worldbuilder like Morita was able to shift the perception of ALL Japanese products and stay ahead of the constantly changing competitive landscape in technology - this is a fun one!

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Made in Japan: Akio Morita and SONY - Akio Morita Steve Jobs iPod Presentation: "A Thousand Songs in your Pocket" - YouTube (correction note: the iPod was in his jeans pocket, not his shirt)

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The Web of Ideas: Made in Japan (my notes on the book)

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Show Notes:

4:40 - Obsessed with music phonographs as a kid

9:03 - Meeting his cofounder Masaru Ibuka

13:01 - The War was over

14:19 - Getting his father's blessing

18:13 - Experimenting with a tape recorder

23:03 - You need more than just a great product...

27:20 - Reinventing the transistor for radios

32:40 - The "Pocketable" radio and global ambitions

36:45 - Establishing a high-quality SONY brand

43:37 - Marketing through their own retail outlets

49:04 - With VCR, you can control your own schedule

53:41 - Charging a premium for premium products

57:33 - Conventional wisdom produces convention results - the SONY Walkman

1:04:53 - In the technology industry, the only thing we can be certain of is that the business will never stand still

1:07:39 - Innovate or Die

1:09:57 - Japan vs US cultural differences

1:14:12 - How Japan turned their weakness into an advantage

1:18:06 - The modern-day SONY