The Toyota's Vision and Philosophy website is mindblowing in terms of its richness and history. If you havent visited it, it makes sense to get into it - here
I liked the Toyota Traditions section. The Jan-Feb 2008 post quotes Chief Engineer Takeo Kondo as "to always exceed the expectations of our global customers in our continued pursuit of reliability, durability and off-road performance, and the second is always acknowledging the changing times, progressing technically while improving comfort for all our customers.”
These sort of messages are consistent in Toyota - from top to bottom - it is really an acknowledgement of focus on not success but how to detect and respond to next failure!