Leadership through self-branding
Lots of companies make vacuum cleaners, yet James Dyson broke new ground by creating a bagless vacuum and then putting his own name on the product. Now his company is worth $1 billion.
Here are some self-branding Dyson secrets: It has all worked so well that his product is selling briskly, and it’s also on display in 28 museums worldwide. Dyson is now a household name. He had the guts to name his product and company after himself. He made sure that his high-tech design looked very different. He created a vacuum that attracts buyers who are willing to pay top dollar for something unique. He exhibited determination by building 5,127 prototypes before he found a model that met his criteria. He showed the gumption to serve as spokesman in his company’s commercials. — Adapted from “The Inventor as Pitchman,” Lindsay Blakely, Business 2.0.
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