Crazy Corpo #13: How Sony Rose from a Humble Startup to a World-Dominating Brand

Sony’s journey began in 1946, when founders Akio Morita and Masaru Ibuka created Tokyo Tsushin Kogyo, or the Tokyo Telecommunications Engineering Corporation, in a Tokyo radio repair shop. Operating in post-war Japan, they started with a simple goal: use cutting-edge technology to elevate Japanese products and provide quality and innovation to the market. Their first product, a rice cooker, flopped—but with persistence, the team developed Japan’s first tape recorder, propelling Sony into the national spotlight and sparking a series of world-first innovations.

Revolutionizing Entertainment: Walkman and Trinitron TV

By the 1960s, Sony had already made waves with Japan’s first transistor radio, marking the start of portable consumer electronics. But it was the Sony Trinitron color TV in 1968 and the launch of the Walkman in 1979 that established Sony as a household name worldwide. The Walkman transformed the way people experienced music, turning it into a personal, mobile experience. By 1995, Sony had sold 150 million Walkman units, embedding itself in popular culture as a symbol of freedom and individual expression.

Mastering Vertical Integration

Sony’s vision went beyond hardware. In the 1980s, the company set out to control both the devices and the media they consumed, acquiring CBS Records in 1988 and Columbia Pictures in 1989. This gave Sony direct access to music and film content, positioning it as a comprehensive entertainment giant. With iconic franchises like Spider-Man and a massive music catalog, Sony expanded its reach, becoming a unique hybrid of tech and entertainment that few companies could rival.

PlayStation: Gaming’s Global King

Entering the gaming market in the 1990s, Sony launched the PlayStation in 1994—a move that disrupted the industry and catapulted Sony to the forefront of interactive entertainment. Within six years, Sony sold over 100 million units of the PlayStation, redefining gaming and making Sony a staple in living rooms worldwide. With each new generation, from the PlayStation 2 (the best-selling console of all time) to the PlayStation 5, Sony continued to push the boundaries of technology and entertainment, generating billions in revenue and building a community of loyal fans.

Innovation Amidst Setbacks

Sony’s story has also been marked by intense competition and some high-profile setbacks, including the Betamax versus VHS battle in the 1980s and struggles in its mobile and television divisions in the 2000s. But under CEO Kazuo Hirai’s leadership from 2012, Sony refocused on its core strengths—gaming, entertainment, and imaging technology—while letting go of less profitable ventures like its Vaio computer line. This pivot helped Sony rebound, and it now leads in high-tech imaging sensors used in many of the world’s top smartphones.

Today’s Sony: A Global Tech Titan

From gaming to cinema, from cameras to headphones, Sony’s multi-industry empire continues to influence global culture and innovation. With iconic brands like PlayStation, Sony Music, and Sony Pictures, the company holds a unique position at the crossroads of technology and entertainment. It’s a brand that has continually evolved over 75 years, driven by a relentless commitment to quality, resilience in the face of competition, and a clear vision of global dominance in entertainment and consumer technology.

Stay tuned for Crazy Corpo #14, where we’ll reveal another corporate giant’s unbelievable journey.