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🪓The Way of Inventing the Ordinary
[#3] Tale of Chaos: 5000 prototypes, hundred thousand Rejections and a Million failures later…can you have a “Eureka! Moment? No, You will have a “Dyson! Moment.”
“I made 5,127 prototypes of my vacuum before I got it right. There were 5,126 failures. But I learned from each one. That’s how I came up with a solution. So I don’t mind failure.”
Sir James Dyson.
From the dawn of humanity, we have willed tool builders.
We got different labels and different names, but we all aim for the same:
Inventing the future!
In the trove of Humanity’s Torchbearers, this one specific species of humans are the most crucial.
They are forged in history as the “Carver; paving the path for the future of humanity”.
Even though in recent times, engineers are often disregarded in their field of work — their contribution to thriving humanity forward is limitless.
The word of the street is “Engineers are the tool builders of tomorrow”
It’s all fading.
But, all of it can change with just one cyclone.
No, not the act of god, but by the act of Invention (which is next to godliness).
The (K)ey Notes:
Tale of the Tape: Dyson’s History
Model Maverick: Dyson’s Business Model
Ace the Space: Dyson’s Competitive Advantage
The O2: Dyson’s survival InstinKt
An exKlusive Segment
Humans have been swirling and twirling on the next big thing.
Maybe, if we look around, we would have found it. Innovation begins at home.
Can you use some cardboard cutouts, duct tape and dismantled home appliances and make $9 Billion?
They say “Only the cyclone chasers can…”
Let’s get sucked into the engineering marvel and claim our “Dyson! Moment”:
TALE OF THE TAPE
*YOUR GARBAGE HAS A NEW ADDRESS*
“OH, POOR DYSON”
You must have heard of or used this company’s product in the realm of household appliances.
It’s a Woman’s favourite…
Lots of different sockets, you can set up different paces for different moods, the motorised architecture gives you the best experience…
No, we’re not talking about that (not yet)
It’s Dyson Vaccum Cleaner.
THE HISTORY OF DYSON.
In modern times, Dyson stands as a monument to innovation, embodying the spirit of relentless experimentation and ingenious design.
But that’s just the surface; every rags-to-riches story has some sort of painful kink.
For Sir James Dyson, it all began at its birth in 1947.
Born in a teacher-profession family, James sought to be a preacher in his subject of expertise from a young age…
But little did he know, that this dream of his family will be shattered as his father passes away from cancer when he was just 9 years old.
That shatter of losing a father, that isolation breeds curiosity.
A thousand questions, not one man to ask. He parted ways with his family for his education (which he thought would help his condition after his father’s gone)
He proved to be weak in academics. His inclination towards art led him into a lot of trouble.
The Scroll Incident:
Dyson was assigned to make informational pamphlets of paper for some school programs.
He used his art design knowledge and created curled-up scrolls instead of creased paper folds.
His headmaster was not impressed. Scolded him for not following the pattern.
Dyson realised too soon
“To change things and be an inventor, you are going to come up against trouble all the time."
Looking at Dyson’s fickle brain, everyone was deciding for him, what he should do or become when he grows old. None asked what he wanted to do.
All of the other options were made open for him and Dyson was explicitly instructed not to take up art as his area of interest and pursue it as a subject expert.
And as far as you know, any Brutal with a pinch of creativity left in them would destroy the world to kiss a taste of Art.
Dyson was no different…But why?
Emails are Beautiful.
No, this is NOT a sponsored segment (we would never spoil your reading experience)
This is more like a (K)inK in your story.
We don’t want to boast about us…You will unravel that eventually.
We want to talk about you.
All we give a fuck about is your experience.
Documentary-style business breakdowns via a handKrafted newsletter come up with an immense challenge; we are blessed to ship this edition to you…
Every edition we ship is handKrafted thinking in mind the nuance of how you would like to read the true trivia story of a business.
We demystify chaos in the business world.
We inK it.
WHY IS DYSON?
Sir James Dyson’s began right in the 1970s. Most folks would coin this as humble beginnings…
When he bought a Hoover Junior vacuum cleaner.
But it’s full of disinterest in the mediocre design and utility of a home appliance product.
A home appliance product is engineered to work right out of the box.
You plug and you play. Simple.
But James Dyson’s Hoover Junior Vacuum cleaner has some other plans.
His newly bought vacuum clear was doing everything; making noises, and going to different edges of the home, but failed to do one primary thing. Clean.
His frustration with the machine's loss of suction led to an exploration of the underlying issue.
Dyson discovered a layer of dust inside the bag, clogging the fine material mesh, which was impeding the machine's performance.
His engineer monkey brain broke a normal user tethering and he started analysing the issue.
This experience would ultimately serve as the genesis for Dyson's pioneering CYCLONE technology.
Yes, this part of the story is where we become the cyclone chasers…
THE CYCLONE NAMED DYSON.
While working on a ball barrow at a company he had founded, Dyson noticed the inefficiency of the large vacuum system used to contain the fusion-bonded epoxy coating sprayed on the wheelbarrow arms.
Inspired by the giant cyclone systems used in sawmills, Dyson constructed a 30-foot model for the ball-barrow factory and found that the cyclone could extract dust without clogging.
Despite facing scepticism and dismissal from the directors of his own company, Dyson remained undeterred.
He was ousted from his company, but with the backing of investor Jeremy Fry and a loan, Dyson spent five years developing 5,127 prototype designs in his home shed.
His innovative, bagless design represented a significant threat to established manufacturers like Hoover, whose vacuum bag market was worth $500 million at the time.
The first publicly sold vacuum cleaner of Dyson's design, the Kleeneze Rotork Cyclon, was not a commercial success, selling only about 500 units in 1983. However, a breakthrough came when Dyson received a call from a Japanese company, Apex.
After signing a deal and launching the production of the G-force vacuum cleaner in 1986, Dyson won a prize and achieved considerable success in Japan.
Though quite different from the final Dyson design, the G-force paved the way for the launch of the DC01, the first Dyson vacuum cleaner, which became a bestseller 22 months later.
Dyson's commitment to innovation and functionality became evident with the DC01's clear bin design, which allowed users to see how much dust the machine was picking up.
Despite initial discomfort with this idea, it became a hallmark of Dyson's design.
This innovative approach to design continued with the DC02, a compact model developed by a team of six design engineers working closely with James Dyson.
This is the first gong of Invention in the modern world…
The world was going to feel a different cyclone, this time!
Some of the best inventive moments are born out of 'wrong thinking'. Most people start with the right way so they all follow the same path. The wrong way will lead to mistakes from which you can learn and create new discoveries-the kind of original ideas that come to life when we dare to be different, keep an open mind, and have no fear of failure.
Sir James Dyson.
At heart, Dyson’s intrinsic motivation has always been pushing the ordinary forward. Making the process of engineering just extraordinary.
Dyson’s model of business is justified if visualised with clarity. That’s what the brand identity of Dyson stands for.
James Dyson always wanted his inventions to be clean with clarity. Like a symphony.
Every beat of the product should reflect the essence of such a simple yet innovative product.
THE BUSINESS MODEL OF DYSON.
Dyson’s Model of Business is a symphony.
Let’s hear it closely:
The Maestros of Technological Advancement Dyson orchestrates its success by delivering symphonies of technologically advanced, high-quality products that harmoniously enhance the daily lives of its customers. By resolving everyday problems with superior performance, efficiency, and convenience, Dyson has struck a chord as a leading virtuoso in various industries.
The Conductor of Progress Dyson's value proposition resonates through its unwavering dedication to continuous innovation. By conducting extensive research and development, Dyson remains the maestro, ensuring its products are equipped with the latest technology, and captivating the audience in a competitive market.
The Orchestra of Distribution Dyson's distribution strategy creates an orchestral masterpiece. They conduct a multi-channel symphony, utilizing various methods such as direct sales, e-commerce platforms, retail partners, and service centres. By doing so, they ensure their products are accessible worldwide, enhancing their market presence with harmonious resonance.
The Harmonies of the Online Realm Dyson harmonizes traditional and digital channels, performing a digital rhapsody. With a user-friendly website, active social media accounts, and digital marketing strategies, Dyson strikes a chord with customers, targeting specific segments and showcasing their products with captivating melodies.
Concerto of Customer Relations:
The Ode to Satisfaction Dyson takes centre stage with exceptional customer service and support, composing a concerto of customer relations. Dyson's virtuosos address concerns and issues through dedicated helplines, online support, social media channels, and repair centres, building loyalty and trust within their clientele.
The Key to Progress Dyson values the applause of customer feedback, transforming it into a sonata of improvement. By encouraging customers to leave reviews and ratings, Dyson gains valuable insights, hits the right notes in terms of customer preferences and needs, and continuously refines their compositions.
The Symphony of Financial Streams Dyson's symphony of revenue streams plays a captivating overture. They diversify their income sources by expanding their product range and global presence. Primarily generated through the sale of household appliances, air treatment systems, and personal care products, Dyson also explores robotics and smart home technology, opening doors to new opportunities for future growth.
The Melody of Intellectual Property Dyson's key resources forms the instrumental melody of their success. With an extensive portfolio of intellectual property, including over 10,000 patents and designs, Dyson crafts harmonies that set them apart from competitors. Their skilled workforce and relentless research and development add depth and resonance to their composition.
With this quirky MODEL OF BUSINESS symphony, Dyson plays a unique melody that captivates its audience, proving themselves as virtuosos in the art of innovation, customer satisfaction, and sustainable growth.
ACE THE SPACES
Dyson’s Competitive Advantages are like modern folklore.
They have a futuristic moral which will only be understood by individuals with an eye for detail…
But Dyson has a catch.
You have to listen to its melody to understand, why Dyson stands tall, still.
No cyclone or natural hazard can destroy the industry-proven design of Dyson.
Dyson’s Competitive Symphony is the hook.
Let’s unveil the Key Notes:
THE COMPETITIVE ADVANTAGE OF DYSON.
The Composer of Disruption Innovation takes centre stage in Dyson's competitive advantage symphony. The company's unwavering commitment to technological advancements has orchestrated a lineup of groundbreaking products that disrupt and revolutionize industries. Through substantial investments in research and development, Dyson maintains a cutting-edge repertoire that sets them apart in a fiercely competitive market.
The Ode to Quality and Durability Dyson's brand reputation takes the lead as a vital note in their competitive symphony. They have earned a well-deserved image for exceptional quality, durability, and innovation. This reputation strikes a chord with customers, fostering unwavering loyalty and trust. The result is a harmonious cycle of repeat purchases, propelling Dyson to new heights of growth and success.
The International Crescendo Dyson's strategic expansion into international markets plays a resonating melody. By venturing into new territories and adapting its products to diverse markets, Dyson has experienced rapid growth and claimed a significant share of the global household appliance market. Their global symphony echoes with customers and fans around the world, cementing their status as a leading global brand.
This is an exclusive excerpt from the great modern Inventor Sir James Dyson himself…
Dyson has a lot of shades…
In his own words…
“Sir James, I'm intrigued by the people who influenced your journey to success. Could you tell me about any early influences on your career?”
Sir James Dyson: Yes, of course. Jeremy Fry was one of the key people who influenced me early in my career. He was an inventor, and I approached him for funding while I was still in college.
“That must have been a bold move. How did he respond?”
Sir James Dyson: Well, he did not provide the funding, but he saw something in me, my ambition. He offered me a job, which led to me working on several inventions for him. This included a vacuum cleaner and a unique wheelchair.
“So, despite not getting the funding, you still managed to start your career in invention. That's quite a twist.”
Sir James Dyson: Yes, it turned out to be a crucial turning point. Working with Fry gave me valuable experience and helped shape my approach to invention