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DEVELOPING NEW BUSINESS IDEAS4

case of the Dual Cyclone vacuum cleaner, it took precisely 5,127
prototypes before the specification was finalised, each prototype differing
in only one characteristic from its predecessor so that the impact of
every modification could be isolated and tracked.

The fourth step in the idea development process involves planning for
implementation, identifying and overcoming likely blocks to
implementation, and so creating extra value for the original business
idea. Because it is often the step at which even the most gifted innovator
may stumble, it is also the period when the most persistence is required.

In Dyson’s case, supreme persistence was required over the full 15
years which separated conception of the Dual Cyclone from its eventual
launch. He encountered numerous unanticipated blocks from his various
target audiences. These audiences included venture capitalists whose
risk aversion to manufacturing made them ambivalent about the
opportunity and about Dyson’s design capability.

The major established UK-based manufacturers rejected the new
technology represented by Dyson, while a large American manufacturer
would meet him only if he agreed to sign over the rights to anything he
revealed to them in conversation. Early market research suggested that
the clear dust collection bin was not attractive to customers because it
might reveal to their neighbours just how much dirt had been picked up
in their homes.

Most unexpectedly, the Secretary of State for Wales rejected Dyson’s
development grant application on the grounds that if the product really did
represent a superior offering, then one of the big manufacturers would be
producing it. Ironically, this last observation almost proved correct, with
Dyson being forced to court to protect his invention from an imitation from
Hoover – he eventually gained victory for patent infringement.

If the Dual Cyclone took 15 years from conception to launch, then it
took a further ten years from launch to achieve commercial success. It is
little wonder that James Dyson entitled his autobiography Against All
Odds. Dyson cemented his reputation as a leading entrepreneur by
providing resources to assist up-and-coming inventors in overcoming
some of the problems he had encountered himself. His products are
exhibited in such diverse venues as London’s Science Museum, San
Francisco Museum of Modern Art, Zurich Design Museum and
Powerhouse Museum in Sydney.