SONY... SO NEW

SONY is a company with traditions that are valid and vital to its success. It is also operating in a changed world where even large established companies now have to employ “start-up” methods to be and stay competitive.
 
When SONY was originally founded, it was revolutionary. Each chapter of growth in the company’s history was marked by the same spirit. Its time to start anew again. Time to develop and foster new ways of thinking. In reading various articles about Sir Howard Stringer, SONY’s Chief Executive, I think that is what he is attempting to do. No easy feat but one that must be attempted.
 
I watched Mr. Stringer’s (Sir Howard) 60 Minutes’ interview a couple of years ago and was immediately impressed. In that moment, I stated that I wanted SONY and Sir Howard as a client. That didn’t happen -- well not yet anyway. I was excited that a foreigner was going to head one of Japan’s largest companies. I was glad that SONY was being the innovative leader that it always has been by taking this bold, unprecedented step.

When Mr. Stringer said "SONY is a company with great traditions and that taking care of that culture was important",  I knew that he knew he was in for quite a time but saw that he was willing to try to do what needed to be done and was ready to take the heat (so to speak) that would come from it.  He realized that he was going to have to find ways to work around or improve on those traditions (in the most respectful way possible) if he was to keep SONY thriving.
 
In that same interview, Professor Hirotaka Takeuchi, the Dean of Hitotsubashi ICS in Tokyo, stated that SONY needed to "stay hungry and stay foolish". I agree with him. Not only SONY, all Japanese companies need to.

Back to Basics

How does a huge company like SONY or any large Japanese company think like a ‘hungry’ new start-up? By employing methods that giant corporations stopped using when they became giants. They need to get back to basics by:

1. Developing and fostering new ways of thinking - unleash the creativity in your employees.
2. Having open communication - Involve workers in a new level of information sharing with the opportunity to be instrumental in creating and supporting an environment of change and growth 
3. Developing that “we are all in this together”, “us against the world” mentality
4. Finding the next big idea or improving on an old one: Companies never utilize the full potential of an employee – find ideas where they are not just where they should be. For example: In a design firm, have brainstorming sessions in non-design department.
5. Creating programs and workshops -  Keep developing talent and ideas on all levels, all the time. 

Sir Howard knows that he needs to take chances, try new things and mix it up a bit. Some will work and some won't. In the spirit of why I write this blog, I hope that all his chances pay off because he is doing what needs to be done.