This book review was originally published on 17th April, and we've republished it on 11th July 2021, marking six years since Satoru Iwata passed away.
It's been said often that Satoru Iwata wasn't just a CEO of a hugely successful company, he was far more. That sentiment is frequently connected to his various iconic public appearances, but more depth could be found in translations of his excellent Iwata Asks interviews and, for Japanese readers, on the Hobo Nikkan Itoi Shinbun website. This book — Ask Iwata: Words of Wisdom from Satoru Iwata, Nintendo's Legendary CEO — is largely a skilfully translated compilation of those sources, along with touching words from Iwata's colleagues and friends, Shigeru Miyamoto and Shigesato Itoi.
Structurally, the majority of this book is the words of Iwata himself, or those transcribed from conversations with Itoi or Iwata Asks. It's true that some readers may have already digested these details already, but the book does a good job of leading between themes and times in Iwata's life.
His own words on his youth and love for programming shine through, and the tale of the remarkable origins of HAL Laboratories is an early stand-out. Given his impressive resumé, it's easy to overlook the fact that Satoru Iwata was an extremely skilful programmer, and even in his days as an executive he'd be parachuted in to rescue projects. For fans of EarthBound, in particular, there are wonderful sections that recount the way Iwata blended his skill and personality to not only revive the project, but the team itself.
There are snippets in here about game and hardware design, naturally, and though they are interesting, they are ground that's been covered before. The standout segments revolve around Iwata writing about more generalised topics. Though he is often talking about running a company or Nintendo's philosophies, his words are really about people and how to lead fulfilling lives. That sounds lofty, but it's also grounded in the telling; it's no surprise that the book's publisher has opted for 'motivational' and 'management' genres when listing the book.
Yet this isn't a self-help book or a patronising motivational screed telling you to 'just do it'. Iwata's qualities as a person — recounted by those that knew him best — seemingly filtered through his entire work life. In fact, reading Iwata's principles in this form explain some of Nintendo's more confusing decisions in his era as President, and make them seem right, even if the market disagreed.
The recurring theme is that Iwata was interested in people, and in their happiness, from employees to customers. Some of the most revealing lines include those that state he was less interested in what technology could do, but what it couldn't; what is it that people can do that makes them unique, and how can that be brought out? It's extraordinary that a practice he started at HAL, of having annual face-to-face meetings with every employee in the company, continued even at Nintendo. His goal was to learn about people, improving his own understanding while striving to help each individual find fulfilment in their work.
It's extraordinary that a practice he started at HAL, of having annual face-to-face meetings with every employee in the company, continued even at Nintendo.
In the Iwata era, you could analyse the company's successes and failures, but the word that often came up was 'unique'. This book helps to explain how that wasn't an accident, but was a combination of the ethos of innovation from Iwata's predecessor, Hiroshi Yamauchi, and his own belief in the value of making happiness a core part of a corporation's thinking. He acknowledges that more formal thinking occurs in business, but he strove to keep cynicism at bay. When you reflect on products like DS and Wii, and how they transformed the gaming landscape, that shines through.
This book, in its own way, also shines a light on Shigeru Miyamoto. Iwata described himself as Miyamoto's "number one follower", and his logical deconstruction of how Miyamoto works and why it's led to such extraordinary success is eye-opening. It also reinforces something Miyamoto says about Iwata in the book: that he had peerless perception and understanding through his observations.
Iwata also wrote about the inevitability of failures in life and business alike, including a fascinating section on becoming president of HAL as it wrestled with monstrous debt. The book doesn't address the 3DS and Wii U period in any depth, likely as a result of Iwata's illness and challenges in his later years. That in itself would have been fascinating, but events of that time do come into sharp focus within the context of the book. An example is Iwata's humility in apologising and taking a sizeable pay-cut when slashing the price of the 3DS so early, a move that undoubtedly helped to save the system.
With Wii U, it was never saved in terms of its commercial performance, but it's also clear that the idea behind the system then informed and inspired the Nintendo Switch, a incredibly successful console considered by many as the legacy of Iwata's leadership, instinct and philosophy. Iwata writes eloquently about maintaining faith and togetherness in failure, and likewise remaining grounded and seeking to innovate despite extraordinary highs. As Miyamoto himself says, Iwata established systems and approaches in Nintendo that endure and inspire the next generation.
Iwata's unique characteristics, vision and purity explain why Hiroshi Yamauchi, when choosing a successor outside his family, opted for a fresh-faced HAL President only in his early 40s
Yet, there's sadness in reading the book, not just because they are the words of a much admired and loved man who left us far too soon, but because it is debatable whether a major company CEO like him will ever come again. Some may be better business people, some may be wiser and more effective at selling products, but Iwata's unique characteristics, vision and purity explain why Hiroshi Yamauchi, when choosing a successor outside his family, opted for a fresh-faced HAL President only in his early 40s. Iwata had unique strengths, and Yamauchi had the vision to trust in them.
Perhaps we'll never see someone like Iwata as CEO of a major company again; it's possible he truly was one of a kind. Regardless, this is a book that should be read by all — not just Nintendo fans, or video game fans — simply because Iwata espoused an attitude and outlook on the world that put happiness above all else, even when it was an aspiration in tough times. He wouldn't always succeed, as no-one does, but he'd keep trying. In a world that can often be cynical, his outlook is a welcome and hopeful beacon.
That's why Iwata's Nintendo, from giddying highs to some genuine lows, stood out and brought smiles to so many faces. That was Iwata's humble goal all along.
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Comments 36
he was a much needed president after Nintendo's first dark age with the N64
The physical copy of the book seemingly hasn't released in the UK yet, but I intend to get it as soon as it does. For me personally, the Iwata years were some of Nintendo's best, the company seemed approachable and friendly which by the sounds of it was a result of Iwata's interest in people and happiness, which truly shone through during his time as president.
@Matthew010 Yes still waiting for hardback, the Amazon link is for the Kindle version
“An example is Iwata's humility in apologising and taking a sizeable pay-cut when slashing the price of the 3DS so early”
This is why I respect the man — who does this? No one. All too often, it’s the regular workers who get the shaft while the CEO gives themselves a 20% raise.
Can’t wait to read it, got it on pre-order. I’m hoping to learn some stuff to apply to our company too!
Mr. Iwata had a great impact on me so I've been really excited to read this. I've never cared so much for that I didn't even know.
I ordered two copies of the book which should be arriving on Monday and gifting one of them to my Grandmother, as she loved watching him present the Nintendo Directs and such with me.
She didn't care about the games but loved his energy and friendly demeanor and how genuine he was and how much he seemed to try to connect on a personal like level with the public.
For a man who left such a legacy and made such an impact, it both feels like a totally different world without him and it also feels very strange how it was barely 6 years since his death.
I would have called it "Please Understand".
There will be others like him. Human consciousness is shifting all the time.
The more out spoken we are of companies who care only about money and the more supportive we are of companies that care about people the better. Closest thing was Steve Jobs of Apple, he was one of a kind albeit not quite as friendly sounding as Iwata.
Still, I have faith in the human race to eventually care about each other as much as themselves and more than pillaging the earth and each other for money, but that will come more with each generation. So maybe we won’t see another Iwata for a generation or so, but there will be people who read this book and are inspired to be more like Iwata.
Started reading it last night. So far the book is very good and is a great clarification of information Nintendo diehards likely already know. It's 100% worth a buy just based on the first chapter alone.
I'm buying this come pay day,
Looks like this book is well worth it! Would love to get my hands on it soon. We all miss you, Iwata-san.
Ordered this today. Getting to see Iwata on stage at the E3 press conferences was a wonderful experience I’ll never forget.
@asmi8803 seems like Iwata admired Jobs and Apple. But I heard that Jobs was a very tough strict boss who often got angry and yelled, as genius as he was. Iwata was quite the contrary of this, always trying to know and understand his staff.
@Paulo I was about to say, Iwata and Steve Jobs are basically polar opposite extremes of each other in every facet. Where Jobs angrily fired, tiraded, and tossed people aside like candy wrappers in an ever-expanding drive to "push technology forward" (let's be reasonable here: he paid people to develop a cell phone manufactured by toddlers in Taiwan with a touch screen, a camera, an internet browser, and a picture of a fruit on it), Iwata invested in people and people-focused products, and opted out of putting technology first almost entirely. Although that approach may be hit or miss at times as market trends ebb and flow, it solidified and future-proofed a strategy for Nintendo to follow and thrive on for the rest of time. His example is one to emulate in every industry, especially as the world's dependence on increasingly complex, often proprietary or inaccessible-to-the-average-person technology looms larger with every passing hour.
I can say with confidence that I admire this guy alot, like a lot, not was just a corporate suit but a skilled programer and an avid fan, something I think every industry needs more.
MAD Respect.
I felt immediately from the description in the review that I will like this book.
So glad I held off on ordering it a few days ago when it was $20. Looking forward to getting my copy Tuesday.
What a good review for a great book. I would love to read it.
He was the father of the Wii and Wii U... many still say they where a flop. I think they where actually two major consoles in the console evolution.
@metalgario click the link then select ‘hardback’ it’s showing as in stock.
For me Iwata was Nintendo. Now that he's passed the company feels more like a hollow corporate entity than ever before, despite all the fantastic games they've continued to release. I miss the time when the people behind the company showed their appreciation for the people who grew up with their games.
@metalgario @Matthew010 Bookdepository is a fantastic site for books. It delivers to the Uk, and has free delivery worldwide. Here is the link: https://www.bookdepository.com/Ask-Iwata/9781974721542
P.s. Bookdepository is owned by Amazon.
Why are people talking about preorders when the book's been out for a while?I've read my(english,imported to Italy)copy 2-3 times already(yes,its that good).
Removed - inappropriate; user is banned
I definitely need to order this book. Iwata was a great man and I need to read up on his stories!
I'd love to read it, but unfortunately it's not available in braille
@KillerBOB it isn't? That's pretty shockingly ableist of the publisher.
@SuperSpreader
What did you say? I can't read this
I received the book recently but haven't read it yet. I honestly think the spirit of Nintendo died with Iwata. Maybe it's just me, but I've not really been as interested in anything Nintendo related since his passing.
@Muh-ario
“Dark age” “N64”. Lol. How do you figure it was a dark age??
I want to add this book to my collection!
Please Understand™
@Matthew010 I got the physical hard back version in the US, it was really nice. Not only was the paper cover very nice, but the hardbound cover had a nice illustration imprinted, as did the inside cover flap.
TL;DR --> don't waste money on Kindle versions of books!
Satoru Iwata is one of the very greatest minds in the history of videogames. He was the best programmer of his time, and he warned the industry that the 8th generation would be the last. And what are we seeing today? The so-called 9th generation refuses to take off, leaving the Nintendo Switch to conquer all. Nobody wants the stupid PS5 and XboxX. It takes ten years to make a triple-A game for the new consoles, and it's a buggy mess too. Switch games are still feasible.
Read this book over the past few days (coincidentally) and it was a treat.
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