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Lesson #1: Take Your Market Research to the Streets
Morita might have been the Chairman of Sony Corporation, but that did not mean he stayed cooped up in his office all day long, removed from the daily action. He enjoyed tinkering with electronics as a child, and nothing had changed in the years since. Morita took a constant and keen interest in the research and development branch of his company. In fact, in the early years, there was one product that particularly caught Morita’s attention.

Embracing Ignorance as Advantage—a Case Study
1:30am Bratislava, Slovakia, this past September 31 One cappuccino, two cappuccino, three cappuccino, four. Neurons humming but still no dice. It was time to get nervous.

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