Nintendo är inte bra på att tävla utan söker sig istället till unika lösningar, menar Satoru Iwata under ett öppningstal på B Dash Camp i Osaka. Han förklarar samtidigt att han inte är rädd för misslyckanden. Följande har översatts av The Bridge:
"When we talk about Nintendo we cannot ignore (former president) Hiroshi Yamauchi who just recently passed away. He always said that if you have failure, you don't need to be too concerned. You always have good things and bad, and this reflects the history of Nintendo. If you do the same thing as others, it will wear you out. Nintendo is not good at competing so we always have to challenge [the status quo] by making something new, rather than competing in an existing market."
Iwata hade följande att säga om riskerna med att införa japanska idéer i det västerländska samhället:
"Will America accept cute monsters? No, they said. Some people even recommended to make Pikachu more muscular. If we followed their advice Pokemon would never have been the success that it was. Brain Training software (Brain Age) became a hit in Japan, and I proposed that we sell it globally. And even as I said that as the president, no one listened."