Nov
15
Dyson: Making things work properly
November 15, 2006
I’m sure you’ve seen the commercials. A well spoken British man explains why most vacuum cleaners just don’t work properly, nd then introduces his version; “The first vacuum cleaner that doesn’t lose suction”.
James Dyson shook up the world of vacuum cleaners in the early 1990’s when he perfected his “bagless” vacuum. He offered this new technology to other manufacturers but they all turned him down. The idea of a “bagless” vacuum would disrupt the repeat business of selling vacuum cleaner bags to consumers. It was a $500 million dollar business and Dyson’s technology would essentially make them obsolete. It didn’t matter that Dyson’s cyclonic technology was superior to the current bagged versions; the manufacturer’s believed it would hurt their bottom line.
This is not uncommon in the world of business. A well-established industry gets complacent and doesn’t innovate, while consumers with no other choice get frustrated. Then along comes another company with a better product that disrupts the market.
Some examples are:
-Japanese cars offering better quality and disrupting the American auto industry.
-Digital cameras disrupted the film industry.
-Discount airlines lowering prices and disrupting the airline industry.
-Natural food retailer Whole Foods disrupting the grocery industry.
-Clif Bar disrupted the Power Bar industry with a natural alternative.
-Select Comfort disrupting the mattress industry with its high quality adjustable air mattress.
Some complacent companies will actually buy patents and bury them so they can’t be used against them. In reference to Dyson’s technology Hoover’s Vice President for Europe, Mike Rutter, said on UK national TV: “I do regret that Hoover as a company did not take the product technology off Dyson; it would have lain on the shelf and not been used”.
Though the vacuum may be his most well known invention, Dyson has created other products as well, which you can find on his website. James Dyson is clearly brilliant and so are his designs. I believe his most famous quote says it best; “I just want things to work properly”.
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