Meet Akio Morita: How the co-founder of Sony helped shape Steve Jobs' vision for Apple

While his management skills have been the subject of intense debate and controversy, it’s undeniable that his philosophy for, promoting products and almost forcing them into success was nothing short of groundbreaking. But here’s a thought that might turn this narrative on its head:

What if Steve Jobs’ groundbreaking philosophy wasn’t entirely his own?

Ultimately, true originality is a rare commodity. Whether Einstein or Edison- much of their groundbreaking work was developed by building on the ideas of their contemporaries, not in a vacuum.

This brings us to an intriguing point regarding Jobs. His innovative marketing approach, as groundbreaking as it was, prompts us to consider: What or more importantly who influenced Job’s strategy?

Enter Akio Morita — a prolific Japanese entrepreneur and one of the masterminds behind Sony.

Morita’s influence on Jobs’s philosophy

Once referred to as “ the engine that pulled the Japanese economy” by the former Prime Minister of Japan, Keizo Obuchi, Morita co-founded Tokyo Telecommunications Engineering Corporation in 1946, which then went on to become Sony.

Saying that he was the Steve Jobs of Japan would be doing him a great disservice. It’s more accurate to say that Steve Jobs wished he were the Morita of the USA.

Job’s admired Morita immensely. Ever curious, he frequently inquired about Morita’s involvement in the Walkman’s design. This hands-on approach, from conception to marketing, greatly inspired Jobs, mirroring his meticulous involvement in Apple’s product design and development.

For instance, consider this quote from Jobs:

“A lot of times people don’t know what they want until you show it to them”.

Now compare it with a 1986 quote by Morita regarding the Walkman:

“I do not believe any amount of market research could have told us that the Sony Walkman would be successful….. And yet the Sony Walkman has literally changed the habits of millions of people around the world.”

This is a clear case of Jobs drawing inspiration from Morita regarding latent need. In other words, both quotes embody the belief that the need for products like smartphones and the Walkman always existed — people just never expressed it since they had no idea what they were.

Jobs also had a profound appreciation for Japanese simplicity, something that’s become a hallmark of Apple’s identity. Think about it — from Apple’s initial tagline, ‘Simplicity is the Ultimate Sophistication,’ to the minimalist aesthetic of their stores, it’s all about less is more.

This inspiration came from Jobs’ visit to a Sony factory in 1977, where he was captivated by the clean, streamlined environment. He took this idea and ran with it, embedding simplicity into Apple’s DNA. It’s a powerful reminder of how a single moment of inspiration can redefine an entire brand’s philosophy.

The iconic turtleneck:

Yes — one of the most iconic aspects of Jobs, his signature black turtleneck, was also inspired by the late Sony co-founder.

In post-war Japan, with limited resources, companies would provide uniforms to their employees, not just as a practical solution but also as a way to strengthen corporate culture and unity.

Jobs admired this concept and wanted to introduce a similar uniform culture at Apple. But, cultural differences meant his idea didn’t resonate with his team. So, he decided to adopt a personal uniform instead, creating an iconic look with his black turtleneck, jeans, and white sneakers. It was his way of nodding to Morita’s influence while crafting his unique identity at Apple.

The takeaway:

Jobs’ inspiration from Morita is a classic example of how history’s greatest minds often stand on the shoulders of giants. This pattern isn’t just limited to Jobs; it’s a common thread among superstar CEOs. They draw lessons from the legends before them, adapting these insights to forge their paths.

They’re perpetual students of those who have paved the way, understanding that innovation often comes not from invention but rather from constant iteration.

- Co-authored by Aaron Auniruddho and Abdullah Al-Hadi for Series A media.