Samsung SDI CEO Urges 'Pessimistic Optimism' for 2026 Leap Forward
Samsung SDI CEO Joo Sun Choi calls for 'pessimistic optimism' and introduces '3S Principles' to drive the company's renewed growth in 2026.
2026
What Happened
In his New Year's message, SAMSUNG SDI President & CEO Joo Sun Choi urged employees to adopt 'pessimistic optimism'—an attitude that acknowledges risks while expecting positive outcomes. He stressed that 2026 should be a year of renewed growth, stating, 'There is nowhere to step back anymore. We must move forward now.' Choi also highlighted the '3S Principles' as guiding pillars: Select (focus and prioritization), Speed (fast response to customers and market), and Survival (maintaining competitiveness). He reiterated that technology remains the company's core hope and called for alignment across the organization.
- Select: Focus and prioritization
- Speed: Faster responses to customers and the market
- Survival: Dedication to continued competitiveness
“Ultimately, the answer lies in our essence - technology. To that end, we must move forward as one through alignment.”
Why this matters
The CEO's message sets the strategic direction for the battery maker amid industry challenges, emphasizing technology and unified effort to achieve a 'supercycle.'
Terms in This Story
- pessimistic optimism
- An attitude that acknowledges real-world risks and limitations, prepares for the worst, but expects positive outcomes.
- 3S Principles
- A set of three strategic priorities: Select (focus), Speed (agility), and Survival (competitiveness).
- supercycle
- A period of sustained high demand and growth in an industry, often driven by technological shifts.
Summarised from the linked release; details can be imperfect — always verify against the original source.