Bet on high-performing technology can command a premium

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In the early days, retailers were hesitant to stock Dyson vacuums due to the focus on discount pricing in the market. The breakthrough came when Dyson provided point of sale display material to highlight the technology and differences in their product. This move paid off as Dyson's focus on performance, durability, and technology allowed them to command a premium price. The transition from small to large-scale manufacturing was a painful process involving hiring more staff, moving factories, finding new suppliers, and solving daily problems. Despite the challenges, Dyson’s approach to technology and design led to significant success, with their vacuums outselling classic brands and earning billions in sales.

James Dyson's journey to building a global invention enterprise began with a simple goal: to build a better vacuum. After 5,000+ prototypes and years of precise tinkering, his innovative bagless vacuum was ready. But none of the big brand names wanted it. So he started the Dyson company, betting that customers would be swayed by new technology, better performance, and distinctive design. Today the Dyson Corporation commands $9 billion in annual revenue, and — driven by engineering curiosity — develops products from air purifiers to hair dryers, even making a big bet on an electric car (that never hit the market). James Dyson’s inspiring story of scale involves challenging experts at every turn, relentless iteration, and a resilient view of failure as a stepping stone to the next breakthrough.

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