The drop that spilled the glass was the project one of the licensees when put in the freezer. James told them tremendously annoying and said to them: If you do not want it to manufacture myself I’ll do it. It is worth mentioning that you for then, Dyson had already offered its technology to major global manufacturers and everyone, absolutely everyone, had rejected it. The concept of improvement of vacuum cleaners with cyclone technology consists of eliminating the typical bag filter that quickly becomes clogged, diminishing the suction of the appliance. Instead, a cone to make the air with dust twists retaining particles at the bottom of the container and letting air escape through the top, just as it does a cyclone in nature may become unresponsive.
With everything and the genius of the idea, the challenge was greater, had to raise 2. 65 million dollars to start the company. James went to local banks which since then showed his distrust for the project. He had then that rely on their personal savings and mortgaged their properties. In early 1993, after making neither more nor less than 5127 prototypes, Dyson put on the market its first model, the DC01 to a price of $300.
After a little more than one year, at the end of 1994, the company had accumulated sales by nearly 15 million dollars with 2 utilities. 5 million. Incredible thing about the case, is that the company invested ridiculous amounts on advertising. James always believed that if the technology and convenience of a product are higher, people will notice it, will acquire the product for themselves and will recommend it to others. With this concept, to everyone’s surprise, Dyson had 12% of the UK market in two years. The evolution of the company continued. He invaded Europe and eventually to the United States and the rest of the world.