For me, no word comes without prior thought. No sentence is generated without effort. No formulation is made automatically. I am faced continually with a mystery that other people have no conception of, the mystery of the generation of speech. There is no command situation, it goes back and back and back. Where the self lies at the heart of the utterance, the speaker generating the word, is always clouded. This is true for everyone, but for most people this is not something to think about. The generation of words is automatic. For me, that automatic link is broken. Word generation involves strain, guesswork, difficulty, imprecision.

That was a direct challenge to the NFL constitution, which said you have to have a three-quarters approving vote if you’re going to move your franchise. And we had Davis challenge that in his move from Oakland to Los Angeles. And it was sitting there in the constitution, and I couldn’t just say, “Oh, I’m not going to press this.” I brought it to the attention of the owners, and I said, “I think we have to defend this constitution.” So we had two trials over a couple of years.

Sí, empezamos desde cero. Pedimos una licencia de financiamiento comercial, pero es difícil comenzar porque la banca se basa en confianza, regulación y escala. Hay barreras regulatorias que dificultan la entrada de nuevos jugadores. Es un sector históricamente cerrado, que favorece a los incumbentes. Aun así, logramos construir una marca fuerte y generar confianza en los consumidores.

More than anything else, I had to combat the barriers, and we tore down those barriers. I just had to set a sail against the wind, those strong winds, to end segregation and racial discrimination, but somehow, in some way, I didn’t let those barriers keep me down.

In a word, love. It’s all based on love. Even at the public hearings, there was love for Toyota, and I managed to pull through because there were people who felt it and supported me.

A supervisor once told me that an amateur is someone eager for knowledge. Start by looking to learn the things you don’t know.

The three phrases I regard as being taboo would have to be: (1) I’ll think on it and try to do better, (2) We’re doing that, too, and (3) We need more man-hours and money first. These are the three phrases we mustn’t use at Toyota.

Being part of a company means following certain rules. But when it comes to the question of what to do, ask your heart. Starting today, try living your life that way—it may change how you see things.

I constantly fear that Toyota will go back to being an ordinary company. When that fear spreads to many people, it will be too late. Even with the title of president, it took me 14 years to change Toyota, but things could revert in a flash.

Even I can't predict what kind of car we will be driving 20 years from now, but my time at Babson taught me to embrace change rather than run from it, and I urge all of you to do the same.