n 1907 a janitor called Murray Spangler put together a pillowcase. a fan, an old biscuit tin and a broom handle. It was the world's first vacuum cleaner_ One year later he sold his patented idea to William Hoover whose company wont on to dominate the vacuum cleaner market for decades. especially in its United States homeland. Yet between 2002 and 2005 Hoover's market share dropped from 36 per cent to 13.5 per cent, Why? Because a futuristic looking and comparatively expensive rival product, the Dyson vacuum cleaner, had jumped from nothing to over 20 per cent of the market. In fact, the Dyson produce dales back to 1978 when James Dyson noticed how the air filter in the sprayfnishing room of a company when; he had been working was constantly clogging with powder particles (just like a vacuum cleaner bag clogs with dust). So he designed and built an industrial cyclone lower, which removed the powder particles by exerting centrifugal forces. Thy question intriguing him was, could the same principle work in a domestic vacuum cleaner'? live years and 5000 prototypes later he had a working design. since praised for its "UtligtiaLe3,5 and functionality'. However. existing vacuum cleaner manufacturers were not as impressed two rejected the design outright So Dyson started making his new design himself Within a few years Dyson cleaners were in the UK, outselling the rivals who had once rejected them. The aesthetics and

In 1907 a janitor called Murray Spangler put together a pillowcase. a fan, an old biscuit tin and a broom handle. It was the world's first vacuum cleaner_ One year later he sold his patented idea to William Hoover whose company wont on to dominate the vacuum cleaner market for decades. especially in its United States homeland. Yet between 2002 and 2005 Hoover's market share dropped from 36 per cent to 13.5 per cent, Why? Because a futuristic looking and comparatively expensive rival product, the Dyson vacuum cleaner, had jumped from nothing to over 20 per cent of the market. In fact, the Dyson produce dales back to 1978 when James Dyson noticed how the air filter in the sprayfnishing room of a company when; he had been working was constantly clogging with powder particles (just like a vacuum cleaner bag clogs with dust). So he designed and built an industrial cyclone lower, which removed the powder particles by exerting centrifugal forces. Thy question intriguing him was, could the same principle work in a domestic vacuum cleaner'? live years and 5000 prototypes later he had a working design. since praised for its "UtligtiaLe3,5 and functionality'. However. existing vacuum cleaner manufacturers were not as impressed two rejected the design outright So Dyson started making his new design himself Within a few years Dyson cleaners were in the UK, outselling the rivals who had once rejected them. The aesthetics and functionality of the design help to keep sales growing in spite of a higher retail price, To Dyson, good is about looking at everyday doings with new eyes awl working will how they an be made belch It's- about challenging existing technology Dyson scientists were determined to challenge even their own technology and create vacuum cleaners with even higher suction. So they set to work developing an entirely new type of cyclone system. They discovered that a smaller-diameter cyclone gives greater centrifugal force. So ihey developed a way of getting 45 per cent more suction than a Dual Cyclone and removing more dug by dividing the air into eight smaller cyclones, This advanced technology was then incorporated into the new products. Case questions L What was Spangler's mistake? 2, What do you think makes 'goad design in markets such as the domestic appliances market? 3. Why do you think two major vacuum cleaner manufacturers rejected Dyson's ideas? 4. How did design make Dayson a success?