Toyota Shows The Way In Innovation.

Bruce Nussbaum

If you want to read about innovation, check out the NYT's magazine story on Toyota. It goes deep into the Japanese company's process to show that it isn't just about just quality anymore but about constant creativity in things small and large. The section on how
a small team went out to observe how different kinds of people used trucks in different ways to prepare for the developmentof the new Tundra is great. Toyota is aiming the Tundra at five groups of truck users--outdoors hunters and fishermen and women, home improvement types, NASCAR fans (hence Toyota's entry this year in a controversial move), motorcycle enthusiasts and country-music listeners. And digging through scrapeyards to see which parts of of rusting pickups lasted over the years--great too. And the investment and bet on the prius is a case study in itself.

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