In this, he made the somewhat-surprising discovery that far-and-away the most frequently used phrase was “o-tagai ni” (which translates roughly as “it’s mutual” or “and you, too”). Reciprocity was a core concept for Matsushita -- the philosophy that underpinned his industrial empire.

I suspect this concept of reciprocity is just as important as ever for marketing today. Whether it is the negotiations between a manufacturer and a supermarket buyer or the unspoken haggling between the supermarket and someone who might come to shop there, the focus on price can be alleviated and a less stressful resolution found if both sides work in the spirit of reciprocity -- if both sides recognize that this particular deal is more than this particular deal and is part of a larger arrangement of shared interests.

The spirit of reciprocity is essential to creating win-win situations. Neither side should assume it holds all of the cards or try to ride roughshod over the other. Instead, you want a resolution that satisfies everyone and that contributes to a long-term relationship. Accommodation, not dominance, is the key.

Kawashima Tamotsu
Publishing coordinator