Introductory remarks: Everything about Samsung began with Lee Kun-hee's words, which became the seeds and fruit of everything else.
To the Expanded Edition: 30th Anniversary of the Dog Walk and New Management Declaration (Samsung's Second Founding)

01.
Collecting and Preserving Cultural Heritage - The Lee Kun-hee Collection

In Korea, I like ceramics the best.
I think of art historical value first.
Our cultural heritage is valuable only when collected together.
It is my duty to collect and preserve cultural heritage.
Ideas come when your mind is flexible.
I recommend a movie-watching method that trains three-dimensional thinking.
To manage well, you must see what is invisible.
The 21st century will be an era of competition in culture and art.

02.
Stability, not change, is what's strange - Change, reform

Don't hold back others
You don't have to work only at the company.
Change everything except your wife and children.
Everyone is ordered to leave the office.
Rearm yourself with a sense of crisis
We must break through the limits
Don't say you'll do better from now on.
If you don't change, you'll never be first-class.
Use the recession as a stepping stone to strengthen your constitution.
If you settle now, the future belongs to someone else.
Forget past successes
Boldly discard anything that is out of date.
It's okay for experts to leave Samsung.
Captivate your customers in 0.6 seconds
The more you fail, the better
Don't knock on the stone bridge, just cross it.
Just because a company is big doesn't mean it can't win.
Do it first
Move like a small business
Even if it's hollow, it's strong if it has joints.
If you have a problem, always go back to the beginning.
In times of crisis, you must also know how to cut off your tail.
Only by recognizing and embracing change can we become future winners.
Break the shell boldly
Brand is more important than country of origin
Turtles are no longer a virtue
Don't be afraid to commit a crime
Admit your shortcomings
Ask yourself the question 'why?' five times.
We must move beyond agricultural diligence.
Things need to be decided quickly
Factions should never be created.
The medical industry will flourish in the 21st century.
Three things successful changes have in common
If you don't change, you won't survive.
Look at everything from the beginning and find something new.
Samsung's future depends on its top-tier products and services.
Let's shake off outdated thinking and practices.
Just one step ahead

03.
One Person Feeds 100,000 - Talent Enterprise

Dedicate half your work to finding and developing talent.
A company is its people
Yes Men and Conviction
Behind every shining success, there's always a catcher.
Doing something wrong is not a sin.
We need 'authority', not authoritarianism.
If the leader takes the lead, the organization members will follow.
If you raise your hand and point to the moon, what will happen if you just look at your hand?
Three-dimensional thinking is similar to the concept of 'enlightenment'.
Once you start, you can't change it or slow it down.
If you delegate a task, you must give authority and wait.
You can never progress without knowing yourself.
You must also have the determination and courage to give up.
We must be open to other cultures.
Monopolizing is losing everything in the long run.
Sportsmanship is needed
The wind of excitement doesn't come naturally.
We must strive for harmony between home, work, and society.
When you plant a tree and think about the capital gains, you realize there are no good trees.
If the quality is good, the quantity will eventually increase.
If you have someone with a strong personality, you should encourage them.
It's not defense that determines the outcome, it's offense.
3 elements of failure
Golf is the only sport without a referee.
Regulation and uniformity breed routine and inertia.
The more developed a country is, the more capable its business managers are.

04.
There Can't Be Just One Right Answer - Lee Kun-hee's Thoughts

Take the time to think about tomorrow
It's important to find something you're good at and differentiate yourself.
Businessmen are judged by customers every day.
We must be proactive and proactive in seizing opportunities.
There can't be just one answer
In the future, brains will be competitive.
If an organization is tied to school ties or regionalism, it will collapse.
An organization without autonomy is a dead organization.
If 1+1 is 2, there is no need for an organization.
We must find the characteristics of our business and focus our capabilities on them.
Wisdom cannot be learned.
It's not pleasant to have small successes that keep happening.
The seeds of failure are sown from the very beginning.
You shouldn't be punished for doing something wrong.
It's people who make money
If you dry a bitter persimmon carefully, it becomes a sweet persimmon.
In the age of brain wars, talent determines competitiveness.
Study of people
When three people go together, there is a teacher among them.
There are people who are nuclei and there are people who are dots.
The price of not giving up what you have in hand is fatal.
What should a leader be like?
The corporate jungle is the market
There's something to learn from companies that are worse off than us.
It's not enough to just grow apples
It's a national waste for men to struggle alone.
Companies should also open their doors to women.
For companies, giving women a disadvantage just because they are women is a lost opportunity.
If you don't value the elderly and children, you're doomed.
Change your habit of thinking based on self-worth.
The state and companies should provide children's facilities.

05.
A spirit of crisis and a risky investment - a challenge for the future

When breaking supersonic speeds, everything from materials to engines must be changed.
Do one thing a thousand times and you'll become a doctor.
One brilliant genius feeds the entire staff.
Try living with one hand tied for 24 hours.
Every time I go on a business trip abroad, I visit the famous shops there.
When you watch a movie from different angles, you encounter a small world.
Even a naturally gifted athlete cannot win without effort.
In the future, design will become the most important thing in the world.
The 21st century is an era of culture, and intellectual property determines the value of a company.
If we don't make it solid now, we may hear complaints from future generations.
The future belongs to those who are prepared.
The era of TVs being mounted on walls will come.
What you see isn't everything
It was a desperate situation, as if the entire Samsung was on the verge of collapse.
In the 21st century, technological gaps in mass production will disappear.
Businesses that must be done must be pursued without fail.

06.
Samsung's first-class creation goes beyond possibility - Samsung's preparation

Samsung could easily end up in the terminal stages of cancer.
This is a real crisis. Samsung doesn't know when or how things will turn out.
If it's about increasing brand value, you should be able to join hands with anyone.
Pay attention to quality
The era is coming when everyone will have a wireless terminal.
We will grow Samsung into a world-class company.
We will ensure the best interpersonal relationships and highest efficiency for our talented employees.
Let us advance powerfully so that the brilliant glory may return.
Let's design Samsung's great future, using the past half-century as a mirror.
Samsung's partners are also part of the Samsung family.
We only have three years to prepare for the 21st century.
Traditional imitation and a hungry spirit can no longer do it.
There must be an autonomous and creative sense of ownership.
Human intellectual creativity determines the size of wealth and corporate competitiveness.
It is Samsung's responsibility as a leading company to create a healthy community.
We must become a company that receives love and encouragement from society.
What will we eat and live on in the next 5 to 10 years?
We must contribute to society even if our profits decrease.
How much effort are you putting into developing the key talent you have secured?
If Samsung hadn't adopted new management, it would have fallen to second- or third-rate status.
Failure to enter the first-class market could lead to economic colonization.
Improving health and quality of life is the company's mission.
We will create systems and infrastructure for mutual growth.
The next ten years will be a challenging time, leading us toward a century.
We must build a corporate culture that constantly pursues innovation.
We need to reduce the number of parts and make them lighter and safer.
Even if you don't graduate from college, you can become a director if you have the skills.
Competitiveness comes from people, technology, and the trust and love of society.
We must break all existing frameworks and think only of new things.
We have been running along the same road with the grand dream of becoming a first-class company.
We must further strengthen our role in coexisting with the local community.
We're behind in analog, but ahead in digital.
Imagine freely and challenge yourself to your heart's content.
A first-class company is the ultimate value and goal to be passed on to future generations.
I believe there are many areas in which Korean and Japanese companies can cooperate.
If you can't adapt to the laws of the market, you won't survive.
In the electronics industry, if the defect rate is 3%, the company will fail.
The importance of time also applies to business management.
Regulation and uniformity lead to inertia and inertia.
The environment we face today is similar to that of 100 years ago.
Once you fall into a psychological panic, it's hard to escape.
Samsung is a company that went bankrupt in 1986.
I thought the semiconductor business was a perfect fit for our people's talents and characteristics.
If you're a year faster than others, you'll get a bonus compared to second place.
I've never seen such a great operation last so long.
I'm more anxious now that things are going well
Clearly understand the business concept the company pursues.
The jobs of a housewife and a maid are entirely different.

07.
Achieving Unrealistic Goals After Declaring Them - Me and Samsung

Samsung will take the lead in breaking free from technological colonies.
The early days of the semiconductor business were a battle to secure technology.
Even if my wealth increases tenfold, it doesn't mean much to me.
I am the person with the strongest greed for people in the world.
Nothing has weighed on my shoulders as much as the semiconductor business.
I've had a keen interest in electronics and automotive technology since I was young.
Above all, I was attracted to the name 'semiconductor'
The meeting, which started at 8 p.m., continued until 2 a.m. the next day.
We still haven't been able to shake off the old ways of regulation and authoritarianism.
There is a saying that "business is second-rate, administration is third-rate, and politics is fourth-rate."
I've studied the automotive industry more than anyone else and met countless people.
Creativity thrives when employees are free from worry.
Boldly abandon industries that produce dangerous products.
You will do your best, but I will risk my life.
The scariest people are the consumers and the people.
If a jet is to fly twice the speed of sound, its engine power alone will not suffice.
We must persistently collect life data.

08.
"Let's Change Everything" Still Remains Valid - A Message from Samsung Chairman

Chairman's Inaugural Address
Second Founding Declaration Ceremony
1989 New Year's Address
Frankfurt Declaration
1994 New Year's Address
Samsung Family One Heart Festival
1996 New Year's Address
1997 New Year's Address
1998 New Year's Address
2001 New Year's Address
New Management 10th Anniversary Commemorative Speech
2004 New Year's Address
30th Anniversary of Semiconductor
New Year's Address, January 2006
Message on returning to management
Executive meeting regarding new business
Semiconductor Line 16 groundbreaking ceremony
Visit to the President's Business Breakfast Meeting
Establishment of a new group organization
Proud Samsung Award Ceremony
2011 New Year's Address
Visiting an exhibition comparing advanced products
A visit to the South African IOC General Assembly after the successful bid by Pyeongchang.
Women's Executive Luncheon
2012 New Year's Address
Attending CES
25th anniversary of inauguration
2013 New Year's Address
2014 New Year's Address

09.
Key Quotes from a Practical Management Philosopher - Lee Kun-hee's Quotes +100

Lee Kun-hee's quotes? +100

Special Epilogue: The Fukuda Report: The Beginning of New Management

The museum's enriched Lee Kun-hee collection and dog walks
3rd Anniversary of His Death, New Management Declaration, and 30th Anniversary of the Guide Dog School Expanded Edition

I had the honor of meeting this chairman and introducing him to former U.S. President Ronald Reagan and other figures in American politics and business over the years.
In all our encounters, he was a man with a true vision for the ROK-US alliance and Korea's role in the international community.
The chairman was an outstanding entrepreneur and insightful leader.
Edwin Feulner, Founder of the Heritage Foundation

To mark the third anniversary of Chairman Lee Kun-hee's death and the 30th anniversary of the declaration of new management, memorial services were previously held with only the owner's family and some executives attending due to the spread of COVID-19, but this year, an official memorial service for the former chairman was held with an academic conference and concert.
Chairman Lee Kun-hee's dog-loving activities are leading the way in the globalization of purebred Jindo dogs, and are also leading to the preservation of purebred Jindo dogs, guide dog schools for the visually impaired, the spread of dog culture, and the recent discussion in the National Assembly about a ban on dog meat consumption.

There is a thunder and lightning in Lee Kun-hee's words, thoughts, and actions.

Young people of the Republic of Korea, let us go out into the world and into the future!

Most people only remember Chairman Lee Kun-hee's words: "Change everything except your wife."
I only remember that it was an 'order' directed at Samsung executives and employees without knowing the context of the words.
It is also known as something that happened 'one day', 'suddenly', 'out of the blue', but this is completely different from the truth.
?

Since taking office as chairman of Samsung in 1987, Chairman Lee Kun-hee has released numerous messages through media interviews, books, and New Year's addresses, but not a single word has been said impulsively or 'suddenly.'
Not a single word was said 'suddenly', but after careful consideration.
No matter what the problem, he was the type of person who thought, thought, thought, thought again, and thought again before making up his mind and then speaking.
What's surprising is that he didn't write down what he wanted to say on an A4 piece of paper or look at it and say it.
There was no prepared manuscript.
He relied solely on what he had carefully considered.
It was a statement that came from amazing intuition and intuition.
So, every time, it would show its power like a ‘god’s move’.
This is not because he is the head of Samsung Group, which currently has over 500,000 employees and annual sales of 400 trillion won as of 2020, but because it is a habit that has been ingrained in him since his childhood while studying abroad in Japan.
He was so careful that he had to organize his thoughts first and then decide what to say.
This may have been the greatest strength that allowed him to be chosen as the successor to the presidency despite being the second son of the Samsung family.


Of all the moments in Lee Kun-hee's life, the one in which his words had the greatest impact was the speech he made at the Samsung Executive Meeting held at the Kempinski Hotel in Frankfurt, Germany in 1993, which became famous for his line, "Change everything except your wife." At that meeting, which was also broadcast on MBC TV, he spoke passionately to the Samsung executives in his strong Gyeongsang dialect, mixing both formal and informal speech, issuing orders, persuading, and even bordering on threatening. He "almost instantly" woke up the executives who had been sleeping, trapped in old ideas.
So, when discussing Samsung's history, many economic commentators divide it into before and after 1993.
?

The Fukuda Report: The Starting Point of New Management That Built Samsung into What It Is Today
A world-class company that moves the world didn't become one overnight...

Samsung's corporate management is divided into before and after 1993.
The 'Fukuda Report', written in 1993 by a Japanese designer in his forties who was working at Samsung Electronics, served as a catalyst for Chairman Lee Kun-hee to initiate new management.
Chairman Lee Kun-hee, after reading the report, is said to have become furious at the executives who were complacent about second-rate performance.


He gathered some 200 executives in Frankfurt and discussed for two weeks, saying, “We have felt the crisis for 15 years.
Now is not the time to try to do well, but rather a time when we are at a crossroads of life or death.
Our products are still far from catching up with those of advanced countries.
“We must abandon the second-place mentality,” he said, calling for crisis and change.
In this way, the 'Fukuda Report' sparked innovation at Samsung and became the starting point for its journey to becoming a superhuman company.

After that, Chairman Lee Kun-hee traveled to Germany, Switzerland, England, and Japan for 68 days, holding 350 hours of meetings and discussions with 2,000 executives and employees.
He also held discussions with over 40 executives for over 800 hours.
Sometimes I stayed up all night.
He did not hesitate to reprimand and warn the management, saying, “Defective products are a criminal act of management.”
However, as the organization did not change easily, Chairman Lee Kun-hee even came up with a set of guidelines for action called the “33 Codes of Conduct.”


'Jihaeng' contains the innovative philosophy of Chairman Lee Kun-hee, who transformed Samsung from second-rate to first-rate and then to the best-rate, with the contents of knowing (知), acting (行), knowing how to use (用), teaching (訓), and knowing how to evaluate (評).

Fukuda, who was working at Samsung Electronics as a design advisor, wrote four reports, but Chairman Lee did not receive them.
Fukuda's report was a sharp criticism of Samsung's eagerness to copy Sony and Panasonic, then-leading companies, and the management's unwavering behavior.

The Fukuda report described Samsung's problem as the "designer geisha theory."
Geisha means a courtesan, and Samsung's management wants designers to meet even the smallest of demands.
Samsung designers who responded to such management were harshly criticized as 'prostitutes'.
The Fukuda report also said, “There is no product strategy or plan, and the design decision-making method is not scientific.”

The chairman read the report several times on the plane to Frankfurt, Germany.
A former Samsung executive said, “For Chairman Lee, it was not a design strategy book, but a report that criticized Samsung’s chronic second-rate mentality.”


Fukuda also wrote in the report, “Samsung executives attribute the success of a product to its salesmanship, but when it doesn’t, they blame it on its design.”
The chairman showed a video recording of a washing machine production line to about 200 Samsung executives at a hotel in Frankfurt.
When the washing machine door did not fit, a worker was seen cutting it to fit it.
Not a single executive on the spot took responsibility for the defective washing machine.

Accordingly, Chairman Lee Kun-hee points out Samsung's problems and declares 'new management.'

“Eventually, I have to change.
If you want to change, you have to change thoroughly.
To put it extremely, you have to change everything except your wife and children.”


As the economy grows globally and the nature of competition changes, it is difficult to survive without fundamental changes in mindset, work practices, production methods, and systems.
Samsung's declaration of new management caused a great stir in the business world.
At the time, the business management style that was focused solely on sales that could maintain large production volumes by building large production lines called for a qualitative change.

Also, Chairman Lee Kun-hee said at the Frankfurt meeting, “Bad behavior is cancer.
He emphasized the need for a thorough self-reflection, saying, “Samsung could easily enter the terminal stage of cancer if it is not careful,” and “It is an inefficient and wasteful company with no one to pick up screws rolling around the production site, and 30,000 people making things and 6,000 people going around fixing things.”

Samsung Electronics has taken a microscopic approach to reducing product defects.
We introduced a 'line stop system' to stop the line if a defect occurs during the production process, quickly resolve the problem, and restart the line.
We identified the cause of the defect and gradually advanced the production system.
In addition, the company's strong performance impressed upon employees and consumers a strong commitment to quality improvement.
In 1995, along with the 'Defective Product Creation Ceremony', defective cordless phones, key phones, fax machines, and mobile phones were exchanged.
About 150,000 defective products were collected and piled up on the Gumi plant's playground, smashed to pieces, and then burned.

Professor Hiroshi Katayama of Waseda University in Japan, who saw this, attended the 'Samsung New Management 20th Anniversary International Academic Conference' in 2013 and said, "Samsung's quality management pursues perfection as well as speed and timing, and values ​​talent to create synergy," and evaluated that "the fusion of proactive (preemptive measures) and reactive (follow-up measures) brought about Samsung's quality management results."

Former CEO Jin Dae-je said, “Chairman Lee’s message was clear,” adding, “Chairman Lee used extreme prescriptions to instill the genes for change and innovation, and Samsung transformed into the world’s number one organization.”

Starting with the New Management Declaration, Chairman Lee Kun-hee never gave up and pushed forward with the principle of innovation, firmly establishing it as a system to create a leading company. With his tenacity, the principle gradually took root, and Samsung's philosophy of zero tolerance for defects earned the trust of consumers around the world.
In 2020, Samsung grew into a super-human company, ranking first in the world in semiconductors, TVs, smartphones, and more.