Sonora Technology’s Development Policy

Sonora Technology has developed various types of products based on its own technology over the past 20 years. Our own technology means “Unlike anything else, unique to itself”, as-it-were, our original products cannot be found in the rest of the world, but only in Sonora.

Is “development” equivalent to “being outlandish”?

“Unique-to-itself” might be understood as nothing more than being outlandish or deviating from the framework, unless it is truly an effective technology, of course.

Recently, some certain companies have been advertising and promoting their under-development products by providing commercials with the statement “our dream-like development project is underway.” However, being under-development can be also interpreted as meaning that the project doesn’t have to be succeeded in or completed.

A Japanese word “Kabuku”, corresponding to “being outlandish”, is said to be the origin of the word “Kabuki”.

“Kata (form, stylized movement)” is very important in the world of Kabuki. It is called “Kata-yaburi (break the form, which implies unconventional)” when a Kabuki actor, having his own “Kata”, breaks it. It is also called “Kata-nashi (no form)” when the actor breaks the form even though he has no form.

So being merely outlandish can be said to have no form.

Sonora Technology has a proven track record by launching numbers of completed products into the market. Based on our repeated failures during the product-development process, Sonora’s form “Kata” has been matured.

Potter’s Law

Potter’s Law states that “the number of negative reactions to a new idea or discovery is inversely proportional to its value.”

Developing our own unique technology should be something that doesn’t exist in the world yet.
And it has a tendency to be perceived negatively when the development actually doesn’t work well and ends up in failure.

Sonora has achieved much of what were considered almost impossible, despite having received lots of negative feedback as followings:

• There’s no way such a thin sound insulation panel to be able to ensure high sound insulation performance!
• This material cannot be used in an anechoic chamber since it has a disadvantageous aspect for sound absorption!
• It’s technically impossible to eliminate the door sill!

Negative comments towards us have also been found on certain online bulletin boards.
However, those comments were overpowered by building up our track record.

Sonora Technology’s Development Policy

• The development has no value unless it is realized, not for advertising or PR purposes.
• Development topics should precisely be valuable when we often receive negative feedback.