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“There are three creativities: creativity in technology, in product planning, and in marketing. To have any one of these without the others is self-defeating in business.”
— Akio Morita
The TR-55 transistor radio, the first product sold under the Sony brand, was a technical success — released in 1955, it marked a leap in miniaturization, solid-state design and made-in-Japan innovation.
It wasn’t much of a seller, however, and Sony’s co-founder, Akio Morita, knew why. It needed a better marketing pitch.
So for its next product, Morita demanded that Sony’s…
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