Dyson Against the Odds

A conumser can barely handle one great new idea, let alone two or more
To try to sell a half-finished product is to doom from the start any project
Selling; is seeing how product will fit into life of customer, not about showing off how great it was
Patent/IP - put this in your own name, not the companies
Legalese - use lawyer in local US state, instead of New York
Licensing - has to be a significant upfront sum with a minimum fee/year, to have a trigger date, so it can’t run forever + ever without you getting pai
Design - start in the middle, no outlines. Should present the impression of its own effectiveness. Design is integrating new tech to improve function
Ad agency - deal with the creative directly, or not at all
- don’t sell more than one message at a time, or you lose belief
- solve a problem that all other systems suffered from
Everyone at Dyson makes a vaccuum cleaner on their 1st day, can pay £20 to keep it
Even office is ultra high end design/quality, graphics/engineers are in the center
Engineers/designers are not separate
No memos, no emails
Anti-brilliant. Be unconventional. Be Obtuse. Be Illogical. Shake Things up.