Synopses & Reviews
For decades there have been two iconic Japanese auto companies. One has been endlessly studied and written about. The other has been generally underappreciated and misunderstood. Until now.
Since its birth as a motorcycle company in 1949, Honda has steadily grown into the worlds fifth largest automaker and top engine manufacturer, as well as one of the most beloved, most profitable, and most consistently innovative multinational corporations. What drives the company that keeps creating and improving award-winning and bestselling models like the Civic, Accord, Odyssey, CR-V, and Pilot? According to Jeffrey Rothfeder, what truly distinguishes Honda from its competitors, especially archrival Toyota, is a deep commitment to a set of unorthodox management tenets. The Honda Way, as insiders call it, is notable for decentralization over corporate control, simplicity over complexity, experimentation over Six Sigmadriven efficiency, and unyielding cynicism toward the status quo and whatever is assumed to be the truth. Honda believes in freely borrowing from the past as a bridge to innovative discontinuity” in the present. And those are just a few of the ideas that the companys colorful founder, Soichiro Honda, embedded in the DNA of his start-up sixty-five years ago. As the first journalist allowed behind Hondas infamously private doors, Rothfeder interviewed dozens of executives, engineers, and frontline employees about its management practices and global strategy. He shows how the company has developed and maintained its unmatched culture of innovation, resilience, and flexibilityand how it exported that culture to other countries that are strikingly different from Japan, establishing locally controlled operations in each region where it lays down roots. For instance, Rothfeder reports on life at a Honda factory in the tiny town of Lincoln, Alabama, and what happened when American workers were trained to follow the Honda Way, as a self-sufficient outpost of the global company. Could they master Hondas three core principles:
- Embrace Paradox: Honda encourages respectful disagreement and debate between opposing viewpoints, on matters large and small. New ideas often emerge from conflict.
- Real Place, Real Part, Real Knowledge: Honda teaches people to argue using facts, not assumptions. One must go to the factory floor, the showroom, the parking lot, the drivers seat, or the truck bedwhatever it takesto get the facts and make a decision that can be supported with data.
- Respect Individualism: Honda often hires people with unusual backgrounds and independent streaks. It promotes those who question the status quo and who would probably struggle in organizations that focus on rigid rules and systems.
Rothfeder shows how the Alabama plant became a new model for manufacturing in America. It can turn out several different types of cars on any given day and up to 300,000 vehicles and engines a year. Its flexible model enables unparalleled responsiveness to market changes and recovery from mistakes.
As Soichiro Honda himself liked to say, Success can be achieved only through repeated failure and introspection. In fact, success represents one percent of your work, which results only from the ninety-nine percent that is called failure.”
Review
“Rothfeder keeps the narrative lively and interesting, making it both an enjoyable and informative read. A well-written company profile that provides further insight into the history and management techniques behind Hondas continued success.”
—Library Journal
“Great investors profit by running counter to the crowd, and in this respect Rothfeders superb and readable book is the story of a great corporate contrarian. It explains how Hondas idiosyncratic and often counterintuitive approaches to leadership, innovation, and growth have enabled it to prosper in a hypercompetitive industry dominated by giants.” —John A. Casesa, senior managing director, Guggenheim Partners
“Driving Honda is a fascinating look at one of the worlds great iconoclastic corporations. Through extensive access to high-level Honda executives, Rothfeder dives deep into a corporate culture that sidesteps traditional hierarchy and remains devoted to individualism, accountability, and collaboration, proving that no organization is too large or established to stop thinking like a lean, flexible start-up.” —Keith Ferrazzi, author of the #1 New York Times bestseller Whos Got Your Back and Never Eat Alone
“In this highly readable and entertaining book, Rothfeder details how Honda has successfully navigated globalization through a unique strategy. This strategy should be a model for other multinationals to follow.” —Ray Kwong, senior advisor, USC US-China Institute, and Forbes contributor
“This highly readable book reveals the key to Honda's success: a culture of openness, innovation, and relentless commitment to quality. It's a must-read for anyone interested in the future of manufacturing in America."
—Subir Chowdhury, Author of The Power of LEO and The Power of Six Sigma
“A fascinating and insightful analysis.”
—Financial Times
“A case study of the methods required to revive manufacturing industries.”
—Kirkus Reviews
“Rothfeders inside look at research and development and details about engines, motors, and assembly lines make this book an engineering or manufacturing fanatics dream, but readers from all industries will enjoy this entertaining and informative work.”
—Publishers Weekly Starred Review
“Superb…A powerful corporate parable about how sticking to your guns can lead to real success.”
—Engineering and Technology Magazine
“Clear well-researched history makes for an entertaining lesson on how a relatively modest Japanese motorcycle company took on the giants of the US automotive industry in their own backyard—and succeeded.”
—Professional Engineering Magazine
Synopsis
Since its birth as a motorcycle company in 1949, Honda has steadily grown into one of the world's largest automakers and engine manufacturers, as well as one of the most beloved, most profitable, and most consistently innovative multinational corporations. What drives the company that keeps creating and improving award-winning and bestselling models like the Civic, Accord, Odyssey, CR-V, and Pilot?
According to Jeffrey Rothfeder, what truly distinguishes Honda from its competitors, especially archrival Toyota, is a deep commitment to a set of unorthodox management tenets. The Honda Way, as insiders call it, is notable for decentralization over corporate control, simplicity over complexity, experimentation over Six Sigma-driven efficiency, and unyielding cynicism toward the status quo and whatever is assumed to be the truth. Those are just a few of the ideas that the company's colorful founder Soichiro Honda embedded in the DNA of his start-up sixty-five years ago.
As the first journalist allowed behind Honda's infamously private doors, Rothfeder interviewed dozens of executives, engineers, and frontline employees about Honda's management practices and global strategy. He shows how the company developed and maintained its unmatched culture of innovation, resilience, and flexibility--and how it exported that culture to other countries that are strikingly different from Japan, establishing locally controlled operations in each region where it lays down roots.
About the Author
Jeffrey Rothfeder is a veteran award-winning journalist and former editor-in-chief at International Business Times. He has written numerous critically acclaimed books, including McIlhennys Gold, Every Drop for Sale, and Privacy for Sale. He was previously national news editor at Bloomberg News, editor-in-chief at PC Magazine, executive editor at Time Inc., and an editor at Businessweek. He lives in Cortlandt Manor, New York.