Vacuums, hair dryers… toothbrushes? I asked Jake Dyson how the brand decides what gets to be a Dyson product
'It has to be radically different... or we wouldn't consider it'
Jake Dyson, the son of Dyson's founder and the company's chief engineer, discussed the brand's product decision-making process at its Unveiled event. The brand, known for its innovative hair styling products, has now ventured into the oral care market with the launch of the CameraJet, a toothbrush equipped with a camera to monitor and clean teeth.
Jake emphasized that for a product to be considered by Dyson, it must be radically different, offer performance advantages over competitors, and possess a significant market gap. The company aims to enter markets that have stagnated and has set a rule to launch multiple products in a new area to ensure expansion. Jake also highlighted the importance of cross-pollination between teams and the development of shared innovations, such as the shrunk-down mechanics and battery system used in multiple Dyson products.
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