Satoru Iwata

Principles are our summary of their public statements.

• Hardware as a Canvas

  Product

  Design innovative hardware specifically to inspire and enable entirely new types of game designs that were previously impossible.

  Source Nintendo: The Console Wars | Acquired, 2023  (opens in a new tab)

• Control the input device

  Product

  A game developer should design the controller for any hardware they ship a game on to ensure the software and hardware are perfectly integrated.

  Source Nintendo: The Console Wars | Acquired, 2023  (opens in a new tab)

• Generational Brand Management

  Brand

  The goal of a broad multimedia strategy is to bring each new cohort of children into the brand's ecosystem to ensure long-term relevance.

  Source Nintendo: The Console Wars | Acquired, 2023  (opens in a new tab)

• Direct Communication with Customers

  Brand

  Build trust and brand loyalty by acting as the public face of the company and communicating directly with users through social media and dedicated content.

  Source Korean Wikipedia: 이와타 사토루  (opens in a new tab)

• Align Internal Energy for Growth

  Management

  Increasing staff count is less effective than ensuring existing employees share a common awareness and direct their energy toward visible results.

  Supporting quotes

  • “Although many believe that technology automatically enables more realistic expression, I believe that is just not correct.”

    “But if we are just focusing on technology and investing in an IT manufacturing plant to come up with higher performance processing [chips], we will not succeed.”

    “Nintendo is applying the benefits of advanced technology, but we're using it to make our machines more power-efficient, quieter and faster to start.”