Akio Toyoda

Having said that, feeling isolated is tough. In those times, you need a place where you can be by yourself, and friends. Company colleagues won’t do it because they’re generally self-centered (laughs). You need friends who have nothing to do with the company.

Being part of a company means following certain rules. But when it comes to the question of what to do, ask your heart. Starting today, try living your life that way—it may change how you see things.

Rather than trying to do something within your own circle or looking to gain approval, I think the first step toward a new project is making others feel the potential of working together.

I was raised not to dream. I was told to live for others, so I don’t have many dreams, but I face countless obstacles and challenges. Arrogance, conflict, criticism, insults, inaction. At Toyota, there was so much rationalizing of why things couldn’t be done. As if doing nothing was the best option.

Above all, the transformation into a product-centered company. I believe that laid the foundations for future growth and allowed me to hand over to the next leadership.

I constantly fear that Toyota will go back to being an ordinary company. When that fear spreads to many people, it will be too late. Even with the title of president, it took me 14 years to change Toyota, but things could revert in a flash.

The three phrases I regard as being taboo would have to be: (1) I’ll think on it and try to do better, (2) We’re doing that, too, and (3) We need more man-hours and money first. These are the three phrases we mustn’t use at Toyota.