This article summarizes five principles cultivated over many years by Japanese innovators, with specific examples of global hits including the Walkman, Game Boy, Liquid Death and Pokémon, as well as key points on the impact of innovation on society.
The innovation that emerged at Sony in 1979 is attributed to the pursuit of convenience rather than technological superiority. The Game Boy's development compensated for its outdated screen and limited processing power, while its affordable and durable design attracted enormous popularity. Gunpei Yokoi (横井軍平) suggested that consumers seek ease of everyday use rather than the highest specifications through his approach, known as "lateral thinking with withered technology."
The principles are as follows: the view that people find their own ways to use things; the idea of turning constraints into strengths; the ability to create markets that do not yet exist; and an attitude of supplementing what data cannot tell us about the future with intuition. The Walkman example shows that urban commuters and young people exercising sought new musical experiences, while the examples of emojis and TikTok demonstrate the development of unexpected uses. Karaoke and Slack, meanwhile, represent turning points that overcame resistance from the market.
The example of a Dragon Ball editor supporting a change of direction despite the data, and the case of Slack's founder moving ahead with product development based on intuition, demonstrate the value of decision-making that does not rely solely on data. In other words, data is said to show the present, while intuition points to future possibilities, and innovation is said to arise from balancing the two. The conclusion is that the foundation for Japanese companies' long practice of these principles lies in universal ideas that work worldwide.