Wed 16 Jul 2008
Innovation is not always an easy option
Posted by ffullard under Entrepreneurship , Innovation , Business , Marketing1 Comment
Just last week I can across a Dyson hand dryer for the first time. I was greatly impressed. It works! Fantastically well! The Dyson Airblade™ is said to be a more hygienic hand dryer, is more than twice as fast and 83% more energy efficient than conventional hand dryers on the market.
Given that I have been posting quite a bit recently about innovation it brought to mind the Dyson vacuum cleaner. Everyone knows that it is a fantastic innovation, but not so well known are the trials and tribulations James Dyson had in taking it from concept to market. It is a tale worth telling. And remembering.
Having become frustrated with his Hoover’s diminishing performance as dust kept clogging the bag and so it lost suction, in the late 1970s Dyson had the idea of using cyclonic separation to create a vacuum cleaner that wouldn’t lose suction as it picked up dirt. The idea came from the spray-finishing equipment he was using in his factory. It took him 5 years and 5,127 prototypes to develop the product to a commercial stage. It finally got to that stage, but as late as 1983 no manufacturer or related distributor would launch his product in the UK as it would disturb the valuable cleaner-bag market, then worth an estimated £100 million per annum. Instead he started selling it in Japan, via catalogues. He did not originally want to manufacture the product himself, but, despite its winning the 1991 International Design Fair prize in Japan, failed to sell it to any of the major manufacturers. Ultimately he was forced into manufacturing it himself.
Needless to say it is now the market leader, and today James Dyson has a net worth of in excess of £1 billion.
The moral of the story: nobody said that it was going to be easy.













