Disrupting the Game: From the Bronx to the Top of Nintendo by Reggie Fils-Aimé- Book Review
When I heard that Reggie Fils-Aimé, former COO of Nintendo of America, was writing a book I was really excited. Nintendo is quite a secretive company and we don't get much from them which isn't slickly PR-ed, produced or designed by committee. I thought with Reggie's book we might get more of an insight into their creative process and some stories behind its successes (Wii, DS and Switch) as well as its relative failures (Wii U And Game Cube). I wasn't expecting a 'tell all' or scandalous book but some candour and insight into Nintendo's approach. Instead, what we get is a book that is a "business memoir" and not an autobiography per se. We get a distillation of key moments in Reggie's career and life and the lessons learned along the way. Reggie ends each section with some takeaways and business lessons but, again, they are pretty broad and commonsensical as "learn from your mentors" to "formulate your goals clearly." Not terribly insightful but very business 101, if that's your thing. We get a little Nintendo but not that much so if that was what you were looking for, this isn't the book for you.
The books starts off on a very heavy note with Reggie attending Nintendo President and CEO Satoru Iwata's funeral. It's deeply personal and pulls the reader in. We learn about how the two butted heads initially but over time grew to appreciate each others skill sets and opinions.
It then tracks Reggie’s educational record and the various businesses he turned his hand to including Proctor and Gamble and Pizza Hut. The common thread is of disrupting the norms and being innovative and inclusive.
The section when he joins Nintendo is interesting as Reggie discusses how his constant questioning of his potential superiors in the Nintendo role could have led to him being removed at the interview stage but they liked his unorthodox, humanistic approach and how this would change the paradigm at the company, which was traditionally hierarchical and old fashioned in its approach. They liked it so much that they hired him.
There are highlight such as behind the scenes at the legendary 2004 E3 where Reggie was ready to kick butt and take names, the story behind packing in Wii Sports with the Wii and the success of the DS and also, after an initial hiccup, the 3DS. However, the Wii U is not shown much love and is glossed over. This is not a breakdown of what went well and what didn't but cherry picked analogies and examples which show Reggie in the best possible light. Obviously, Reggie wants to show his best side but some more real insight would have been useful. The Switch plan is discussed and the resurrection of Nintendo as the leader of disruption is interesting to hear.
It ends of Reggie's, at time of writing, work with toy company Spin Master and Gamestop. He also talked about giving back to the community and the lectures he give at university. His 5 life principles are light touched upon:
1. What happens to you is up to you,
2. Life is hard but dig deep,
3. Be open to alternatives,
4. Embrace your fear, and
5 live in the moment and have some fun along the way.
The book is a good read but not groundbreaking as it is very corporate. However, the good stuff, the more anecdotal tales comes at the bonus Interview section when Reggie talks to Geoff Keighley. Here we learn about the legendary 2004 E3, Mother 3, the Regginator and the Muppet stuff. It has the feel of a podcast with all its fly-on-the-wall chatting and this is what I was looking for. Reggie is more candid and we get a much deeper view behind the curtain at his work at Nintendo.
Overall, this is an interesting and enjoyable book which is very readable; it is very business focused and the biography part of Reggie's life fits around this. Reggie ends on a positive note with a push for enjoying life and living for the moment.
LINK- Nintendo: My One True Gaming Constant
LINK- The Unofficial NES/ Famicom Compendium
LINK- Twin Peaks: The Return Series Review
LINK: Japan: My Journey to the East
LINK- The Future Starts Here: An Optimistic Guide to What Comes Next- Book Review