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Tinker your way to scale: James Dyson
Masters of Scale
Bet on high-performing technology can command a premium
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.
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