By Matthew Syed
Progress is often driven not by the accumulation of small steps, but by dramatic leaps. The television wasn’t an iteration of a previous device, it was a new technology altogether. Einstein’s General Theory of Relativity didn’t tinker with Newton’s Law of Universal Gravitation, it replaced it in almost every detail.
Likewise Dyson’s dual-cyclone vacuum cleaner was not a marginal improvement on the conventional Hoover that existed at the time, it represented a shift that altered the way insiders think about the very problem of removing dust and hair from household floors.
James Dyson is an evangelist for the creative process of change, not least because he believes it is fundamentally misconceived in the world today. As we talk in his office, he darts around picking up papers, patents, textbooks, and his own designs to illustrate his argument. He says:
Dyson’s journey into the nature of creativity started while vacuuming his own home, a small farmhouse in the west of England, on a Saturday morning in his mid-twenties. Like everyone else he was struck by just how quickly his cleaner lost suction.
Dyson strode into his garden and opened up the device. Inside he could see the basic engineering proposition of the conventional vacuum cleaner: a motor, a bag (which also doubled as a filter), and a tube. The logic was simple: dust and air is sucked into the bag, the air escapes through the small holes in the lining of the bag and into the motor, and the dust (thicker than the air) stays in the bag.
This realization triggered a new thought: what if there were no bag?
This idea percolated in Dyson’s mind for the next three years. A graduate of the Royal College of Art, he was already a qualified engineer and was helping to run a local company in Bath. He enjoyed pulling things apart and seeing how they worked. He was curious, inquisitive, and willing to engage with a difficulty rather than just accepting it. But now he had a live problem, one that intrigued him.
It wasn’t until he went to a lumberyard that the solution powered into his mind like a thunderbolt.
Dyson rushed home. This was his moment of insight. “I vaguely knew about cyclones, but not really the detail. But I was fascinated to see if it would work in miniature form. I got an old cardboard box and made a replica of what I had seen with gaffer tape and cardboard. I then connected it via a bit of hose to an upright vacuum cleaner. And I had my cardboard cyclone.”
His heart was beating fast as he pushed it around the house. Would it work? “It seemed absolutely fine,” he says. “It seemed to be picking up dust, but the dust didn’t seem to be coming out of the chimney. I went to my boss and said: ‘I think I have an interesting idea.’ ”
This simple idea, this moment of insight, would ultimately make Dyson a personal fortune in excess of $3 billion.
Read the rest of Matthew’s post at linkedin.com.