Honda Aircraft Company BrandVoice: The Innovative Titan: How Large, Established Companies Can Out-Think Startups

“Once a company is established, it is very difficult to deviate from established business processes and hard to innovate rather than improve existing products,” he says.

Over a career spanning more than three decades at Honda, Fujino himself has shown the way to turn that narrative on its head. From the inside, his inventions and entrepreneurship guided an industrial titan to break out of the comfortable (and lucrative) box of being a self-described automaker to become a mobility innovator.

Honda Aircraft Company has garnered numerous awards for the design of the HondaJet, including the Award for Innovation in Aeronautics from the International Council of the Aeronautical Sciences.

The climb was even steeper than it might have first appeared. The controversial, revolutionary design of the signature HondaJet, pioneering the lightweight private jet category, didn’t just have to convince Honda management. It had to sway an entirely different demographic also skeptical of change: the commercial aviation market. When Fujino received the Award for Innovation in Aeronautics from the International Council of the Aeronautical Sciences (ICAS), its executive committee member remarked, “Throughout the design and development of the HondaJet, Fujino has demonstrated vision in introducing an innovative design as a first product in a very conservative market.”

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