How Dyson Innovated

James Dyson spent 15 years and built 5,127 prototypes before launching his cyclonic vacuum cleaner. After established brands declined to license it, he launched his own brand, expanding to fans, hair care, and lighting.

1. 1978First prototype
2. 1983Final prototype completed
3. 1991DC01 launched in the UK
4. 2009Bladeless fan
5. 2016Supersonic hair dryer

Premium consumer hardware sold direct and via retail, with continuous R&D reinvestment.

• - Self-launching after licensing failed
• - Reinvesting profits into deep R&D
• - Vertically integrating manufacturing and design

• - Patent litigation
• - Capital intensity of hardware
• - Cancellation of the electric car program

• - Persistence is a strategy
• - Owning the supply chain protects the experience
• - Killing projects honestly preserves the rest

• - List the 5 hardest assumptions in your idea, then prototype each
• - Decide one project you should kill this quarter