TOP TALKS Takeo Fujisawa (1967) Respect for Human Emotions The January 1967 issue of the monthly company newsletter: The establishment of sales offices throughout Japan became a major turning point for Honda’s sales. Detailed plans for the operation of the sales office were being discussed by a special planning group of the sales section. Mr. Fujisawa gave a lecture to the group in December 1966. Perspective of object The users of the product and the manufacturer, and the dealers and the manufacturer – each have different relationships and positions. And each also has certain human emotions. For us, it is easy to talk from a maker’s perspective. However, we must know that it is important to see things from the standpoint of users and dealers. Sales begins with grasping human emotions. To use the same word, we must know well enough who likes it and who doesn’t. We need to be liked not because of money, status, or things we have. There is a certain way of talking when a person gets money from customers. There is a joy to find that. People often tell me that I convince them well. Is this only because of my status? What I can say to you about this is “respect for human emotions.” – I convince people because I pay the utmost attention to this area. People say that I yell or I talk in a bossy way. Why am I still convincing? I can affirm that it is because there is established respect for human emotions. So, when a person who does not respect human emotions says things in a bossy way, it will be like a bullet which gets no response. I think the primary purpose of establishing the sales office should be this.