How Dyson’s New Hair Blower is Blowing Up the Market

Your arm cramps as you hold your hot, loud hairdryer that blasts your mop top to a frizzy dryness. Same routine, just another day. The hair dryer has been pretty much the same for decades. You really don’t care which brand you use, as these commodities are all nearly identical.

Enter James Dyson, the grandmaster of hot air.

Dyson first invented a powerful, quiet and reliable vacuum cleaner that changed the industry. Next, he reimagined wall-mounted hand dryers in commercial bathrooms with his Air Blade technology. Never one to rest on his laurels, his latest invention is a cool take on warm air: The Dyson Supersonic Hair Dryer.

This new device doesn’t look a thing like the standard old equipment. The compact engine is in the handle, while the blowing head is see-through. It weighs far less, is significantly quieter, and dries hair 50% faster. But at $400, is anyone buying them?

Incredibly, there’s a nationwide shortage. If you want one, get in line and put your name on the backorder list. At the same time, there is an unlimited supply of the old versions available for $40 or less. Said differently, customers are lining up to pay 10 times more for bold innovation while the standard fare is readily available.

Think about your own business. Are you hawking the same goods as everyone else and finding it increasingly difficult to compete? Is downward pricing pressure forcing you into a race to the bottom? What would it look like to deliver a product, service, or customer experience that was truly remarkable instead of the same-old, same old? The more we push our creative boundaries and deliver fresh approaches to our client’s needs, the more our businesses will flourish.

Incidentally, Dyson didn’t fall into success. He conducted over 5,100 failed experiments on his initial vacuum concept before getting it right. Accordingly, his success was not fueled by a single lightning bolt of creative genius but rather by a relentless pursuit of innovation. A maniacal focus on delivering imaginative and elegant solutions to customer needs may be a much more productive use of your time than scouring for cost-savings or heavily discounting an also-ran product.

Invest your best hours into delivering value in innovative ways, and you’ll experience strong customer demand regardless of price. Be the organization that offers something extraordinary, even at a higher price, instead of delivering a great deal on the uninspired.

What would it take to deliver something for which customers would be pay a 10X premium? And wait in line for it? Find that, and you’ll enjoy breakaway success.

Anything else is just a bunch of hot air.

Read More

New Thinking for the New Era of Business

Albert Einstein famously noted, “We cannot solve our problems with the same thinking that we used when we created them.” In our post-COVID world of ...

When an Astronaut Needs a Pen

Ever get stuck on a problem, only to realize you're solving for the wrong thing? That's exactly what happened when the rocket scientists at NASA ...

How Shake Shack Drives Innovation

Do you prefer the crispy mozzarella, tempura watercress, and black garlic mayonnaise cheeseburger or the pumpkin mustard, bacon, cranberries, and sage hot dog? For something ...

Lady Gaga’s Secret to Creativity

Just before she won the Academy Award for Best Original Song, I watched Lady Gaga dazzle the live audience with a pitch perfect performance of ...

Creativity: Does Size Matter?

For some reason, we’ve been taught that for creativity and innovation to count they need to have a magnitude the size of the 1989 San ...

The Lexicon of Creativity

There’s more confusion around the meaning of the word innovation than the chaos at the airline ticket counter after a cancelled flight. Is there a difference between ...

The Brain Science of Becoming More Creative

When we hear stories about iconic leaders like’s founder Marc Benioff, or widely celebrated virtuosos like Lin-Manuel Miranda for that matter, we immediately think ...

Correct the Overcorrect

When the misguided leaders at Enron, Tyco and Worldcom committed fraud and marred their shareholders with huge losses, the Securities and Exchange Commission rightfully swooped ...

Learning to Color

Fact: Creativity has become the most needed skill in business. It’s gone from a nice-to-have to becoming mission-critical. Fact: Creativity is a learnable skill. All humans have ...