In the spring of 2003, in a country used to outlandish sales campaigns, Masayoshi Son took to the streets to set Japan’s guerrilla marketing bar higher.
An army of young women, in a combination of cocktail dresses and winter coats, were deployed around the entrances of big train stations to dish out free internet modems to passers-by.
It was a characteristically swashbuckling move. The same taste for the unexpected led Mr Son, founder of the technology and telecoms group SoftBank, to poach the Google dealmaker Nikesh Arora in 2014 and anoint him his right-hand man and heir apparent.
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