Mr Aoyama whenever he’d create something he always spied on customers what they buy, what they use . He peeks..secretly. What made him most proud is the ballpen. He looked around in many stationery shops. I asked him why nothing remains of the work he did when he was young. He said, because I failed. My beginnings were a mess, under a terrible, villyfying boss. He talked me out of my creativity. But I created anyway. And it sold. If you start something new, it has to meet failure, it has to be criticised. This is where the creation process starts.
-Sawaki to Huyga, ep 5.