Prof Tetsuya Kaida is one of the key architects behind several revolutionary concepts at Toyota Motor Corporation. He helped develop the “Today for Tomorrow” technology development philosophy, which encourages unrestricted experimentation and free-flowing communication. This leads to the creation of designs that appeal to the emotional side of both internal stakeholders and end-users. Also with the Toyota Prius, he helped bring the hybrid technology to the mass market. He also helped design iconic concept cars such as the Toyota Rin, 1/x and i-REAL, which promote harmony between man-machine and nature. Professor Kaida currently teaches Innovation Management at the Nagaoka University of Technology and consults for clients worldwide.