Inamori said that Kyocera had experienced four inventions in their growing stage.
1 Product invention
2 Demand invention
3 Market invention
4 Technology invention
Let me explain one by one what Inamori said for each stage.
1 Product invention
“At the early stage of Kyocera growth, most of the major manufacturers of white appliances had not appointed Kyocera as a vendor. Only the opportunities open to us were products that other suppliers refused as they were too difficult to produce. For those assignments, I said -Yes, for sure, we will deliver it in three weeks. Then we had to execute our promises. We had to invent a new product for that client. This is how we have invented new products.”
>>> Our company, Abrils, has advised us to complete a contract. This assignment seems to be very challenging and we were happy to take this assignment. Despite a lot of difficulties, we finally got the deal done. Above episode as Inamori described encouraged us a lot.
2 Demand invention
“We did not know where ceramics were actually used. We didn’t know, but asked a lot of potential clients. – Ceramics have these features. Do you have any issues in your production process where the metal wears out? – Then, I thought that it could be used in a so-called textile machine where the thread slides smoothly. Nowadays, all ceramics are used for that part. That’s how we developed potential demands and cultivated the markets.”
>>> Inamori described that anxiety and hunger have driven Kyocera to complete those innovations as well as inventions. Once we’ve done the deal, I started worrying about our business operation: is this sufficient to respond to our clients’ needs all the time? Thus, I have already started thinking of how to reduce our operational risks as well as releasing new services.
3 Market invention
“We would not survive with only the products for Matsushita’s CRTs, so I tried to create a new market. This is exactly –creating a market– . “
4 Technology invention
“When I was in university, I majored in chemistry. I was seriously studying mechanical engineering. From that experience, I thought about the application of ceramics while investigating mechanical engineering books and everything. This led to ceramic lathes, which changed to ultra-precision air sliders and bearings for multi-axis drilling machines and is now progressing to the development of ceramic engines. Perhaps in a few years, ceramic engines for power generation will be practically used. Other than that, I thought about various applications one after another, such as making an artificial bone called biocerum using that technology and making a gem called “crecanveil” using crystal technology.
Inamori remembered the days he spent for those inventions.
“I never thought of doing a venture business like this, but I was confident in R&D and Sales, so I did my best without hesitation. At that time, there was only one CRT insulation material that could be sold to Matsushita. Because it was a single item, there was always a sense of crisis that as time passed, that product would become unnecessary. I was working hard to develop the next new product. ”
With those two drivers of 1) anxiety and 2) fear for the future, Kyocera has invented everything which falls into one of four areas. Under Kyocera philosophy, there is a motto: we should think about our competency as future progress tense. As reiterated here, our company should also take this approach and grow ourselves to the further advanced stages.
Further queries or doubts, please email to ytomizuka@abrilsjp.com
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