September 2019 Issue

Nobuyuki Idei

After leading global strategy at Sony, he started his own business. While working on developing young leaders and proposing innovation, he also serves as an outside director and advisor for listed companies in Japan and overseas, and is also active in various social activities. And his many hobbies, which he says are ``more and more new.'' We asked him what lies behind his vitality.

Quantum Leap Co., Ltd. CEO
Former Sony Chairman and CEO

Nobuyuki Idei

IDEI NOBUYUKI

Born in Tokyo in 1937 (Showa 12). After graduating from Waseda University's Faculty of Political Science and Economics, he joined Sony. After being stationed in Europe for nearly 10 years, he held various positions including business manager. In 1995, he became president and representative director. He became the company's first new graduate to head the company. He founded Quantum Leap Co., Ltd. in 7 (Heisei 2006), the year after he retired as chairman and CEO. Current position.

An emotion that goes beyond reason

-- He is knowledgeable in a variety of fields, including music, golf, marine leisure...

Idei: There's no way I'm an expert. I just have a lot of hobbies. However, once I start something, I have the tendency to want to know the ins and outs of it. There are many different sides to things, and all of them are interesting. Isn't it the same with movies, golf, etc.?
I learned to play the violin when I was a child, but playing it and listening to it are different. I love both. Although I only listen to the piano and don't play it myself, I have been asked to serve as president of the All Japan Piano Instructors Association, so I am enjoying my role.
I have been studying calligraphy for the past 2-3 years. Although it is her first time attending school at her age, she is taking it seriously as a student.
And studying French. Since I was stationed in Paris and Geneva for a long time, I can only speak business conversation so well, but I wanted to speak elegant and solid French while learning about the culture and historical background, so I took lessons from a French teacher and practiced listening to chansons and writing down the lyrics. I'm also doing it.
When I dictate, I sometimes realize the meaning behind the lyrics. The song is ``red of cherry blossoms,'' but this is a reference to the blood stains from the battle with Germany.
This sudden realization is interesting.

I'll do my best
Enjoy the true charm

Idei: I have always loved mountains and forests, and I often spend my free time in Karuizawa, but through my association with the Riviera, I also learned the joy of the sea. On the sea, I had the experience of feeling "qualia".
Qualia is a term used in brain science, and to put it simply, it refers to emotions that suddenly come to us that go beyond reason. Qualia is ``that feeling'' you get when you witness a spectacular view of nature.
Qualia is very important to me. That's the keyword of life.
I thought that I would not be able to experience the true charm of the Riviera by just being taken on a boat, so I took a leap of faith and got a second-class boat license. I practiced a lot of tying ropes and hoisting and lowering sails. Once I was able to do everything on my own, sailing became even more fun than before.
No matter what I do, I say things like ``I want to see it through'' or ``I want to know the ins and outs,'' so I never have time.

Above: The moment I felt qualia
Lower left: Mr. Idei's writing
Bottom right: At Riviera Sivonia Marina

In Paris around 2004

It took 10 years for me to be recognized.

-- In addition to your day job and a variety of hobbies, you are also the representative of the National Promotion Council for Beautiful Forest Creation.

Idei: This is an activity to watch over Japan's forests. I'm traveling through forests all over Japan.
After I graduated from Sony, I was thinking of doing the opposite. Lately, I feel like people who are working to protect forests are finally starting to treat me as a friend. It's been about 10 years since I started.

--A long-term initiative. My head is down.

Idei: Since you're dealing with nature, it's natural to take your time.
When it comes to forest-nurturing activities, the National Arbor Day Festival is well-known, and the Emperor and Empress of Japan visit trees that were hand-planted by the Emperor and Empress while traveling around the country to plant trees that the Crown Prince and his wife have grown. It will be taken care of.

Eye masks are a must
15 minutes of good sleep techniques

-- Find new things one after another and work on them to the fullest. Is that the secret to youth and vigor?

Idei: Well, what do you think? However, if you're busy, it's okay to sleep less.
Sony is a global company, so it's operating somewhere around the world 24 hours a day. When you're the head of such an organization, if something happens, you're constantly receiving phone calls. I no longer have the habit of going to bed and waking up at a fixed time, and I've become able to just put on an eye mask and close my eyes between jobs. It's still the same now. By blocking out light with an eye mask, you can also block out miscellaneous information flowing into your head. If you sleep for about 15 minutes at a time, you will feel refreshed.
Going offshore early in the morning is similar to this. I noticed a school of flying fish jumping on the sea surface and stopped the engine. The silence that comes at that moment. This indescribable sensation is qualia.

The most interesting thing is talking with young people.

--If you were to prioritize your public and private activities, how would you prioritize them?

Idei: Whether it's something I've been doing for a long time or something I've started recently, I can't really rank things because I want to do them.
Still, if I had to say... I think it's really interesting to have ongoing discussions with young venture entrepreneurs.

--That's your job at Quantum Leap, right?

Idei: That's right. But it's not all work.
The other person is probably looking for business tips from discussions with me. So they talk about their business, but I don't want an answer to the discussion because that's their business, not mine.
It feels good to just talk endlessly with people who are full of spirit. It's inspiring and gives me new insights. This is also qualia.
It doesn't matter how big or small the business is. All of them are great and really interesting.

Value that cannot be measured by profit and loss is important.

Idei: Qualia is a sense of value that cannot be measured in terms of profit or loss. For example, the ``feeling of excitement'' that a person who loves a brand gets when they get the bag they are looking for is qualia in a sense, but at this point, accounting for profit and loss should be secondary.
Cost calculation is essential in business. However, what is wrong with bringing too much calculation into things you enjoy or like?
Throughout the 30 years of the Heisei era, Japanese society was certainly difficult in terms of economy and industry. In the future, more Asian countries will emerge.
However, Japan is located in Asia, a rapidly growing region. People from various Asian countries think that Japan is a good country because it has developed first and has a strong traditional culture, so they come to Japan in large numbers, right?
If you ask me, Japanese people today are too picky.

The Reiwa era holds great promise

Idei: In the future, each Japanese person should identify what they like and are good at, and what they think would be interesting and moving if they did it. It would be even better if the surrounding countries thought it was good.
As with the activities being carried out by Quantum Leap, I can see firsthand the enthusiasm of young people to change Japan, and I have great expectations for the new era of Reiwa that is about to begin.

Nobuyuki Idei
No.07 Riviera Magazine

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