ABSTRACT
The Toyota Motor Corp. started with Kiichiro Toyoda, son of Sakichi Toyoda, during a trip to Europe. The author book's authors, has been engaged in the training of people from developing countries for over four decades. Many of them told him, lamenting their shortage for resources, that they needed Toyota to help them or they would not be able to succeed because of these shortages. This phenomenon is called the "nothing-nothing syndrome" and it is a thinking habit focused on deficiencies. They should learn from Kiichiro and see how he overcame the nothing-nothing syndrome during his early years. We can see that this is accurate when we recognize the world-renowned innovations like the Toyota Production System (TPS), hybrid cars such as the Prius, and the futuristic Mirai, a hydrogen fuel cell car. American labor also showed its strong opposition to Japanese automobiles. It was in this environment that the author Noguchi was assigned to work on marketing Toyota in America.
