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If your idea or design is truly new, revolutionary, there may be some push back for that reason alone. A good example would be James Dyson and his transformational design of a vacuum cleaner. Dyson was already a serial inventor when the idea of a better vacuum cleaner came to him during a remodel of his vacation home. He saw that his vacuum lost suction as the bag became full and dust clogged the little holes that were supposed to allow air flow through the bag. He then considered solutions to this problem. His main inspiration was how a local sawmill used cyclone technology to control sawdust removal. Five years and 5, 127 prototypes later, Dyson had a working prototype that he wanted to license. The only problem was that he was offering disruptive technology. When an idea involves disruptive technology, it will replace an earlier technology, making it obsolete. Computers replaced typewriters, cell phones replaced beepers, digital photography replaced film photography, DVDs replaced videos, and CDs replaced floppy disks, as well as tape cassettes and records. In Dyson’s case, the multi-national manufacturers were not interested in licensing his vacuum cleaner because they wanted to protect their $500 million a year sales worldwide in vacuum bag products. These companies had millions invested in the production and design of disposable vacuum bags and they were very motivated not to give up this proven profit center. Just like invention, itself, is creative, sometimes licensing must be likewise, to handle this type of resistance. To license his product, Dyson ended up with a manufacturer in Japan, a country known for its rapid adoption of new technology. In 1986 the bright pink G-Force vacuum cleaners rolled off the line and they were extremely successful, even at a high price, becoming a household status symbol. Just seven years later, the royalties allowed Dyson to start his own company in the UK, manufacturing his vacuum design under his own name, the DCO1. More importantly, licensing allowed Dyson to test the market for his product, work out all the kinks, and understand how to sell it at home. It was a strategic move that paid off big time for this inventor, who today sells his Dyson vacuums across the globe and is regularly introducing new, innovative products to the marketplace. Nathanial Wish is president of NatWish LLC. A product development firm, it connects inventors and industrial designers to manufacturers via licensing or if business ownership is desired to angel investors with the funds and expertise to guide a start-up company. Contact Nathanial at NWish@NatWish.com or (866)611-8755.
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