James believed in the technology behind his vacuum cleaner and was determined to put the product on the market. James’ big break perhaps came when he was able to license his product in Japan under the product name of G-Force. This provided James with a push and made him more determined to put his product in the UK market. Not only that, but the returns on the license in the form of royalties are what enabled him to manufacture and sell the product in the UK (Dyson, 2012) 3.
James’ vision of a “vacuum revolution” was in sight (Dyson, 2011) 4. Years of testing, product development and failed licensing attempts would have
been enough to deter the average person from carrying on with their vision and their dream.
Evidently, that was not the case with James Dyson as all these factors proved to become fruitful. Hoover was one of the companies that turned James down thinking that a bagless vacuum cleaner would not sell. Quite cynically, it was also Hoover that was sued by Dyson for infringement of its patent rights in 1999 after Hoover brought out the Triple Vortex model (Carruthers, 2007) 5.
Childhood events foster entrepreneurialism
Being an engineer, James has a keen eye for design and a mind that likes to challenge the way things work. He is always interested in producing something that is better and more efficient. That combined with the aggravation of having to settle for conventional goods are the internal driving forces that led him to set up Dyson ltd.
However, his success cannot only be attributed to the factors mentioned. It was the financial and emotional support of his wife Deirdre that allowed him to persevere and dedicate himself to building what now is a hugely successful business.
James lost his father at the age of 9; in an interview with Beard, he reveals that having suffered that loss made him feel very different and unusual, subsequently that created the need for him to prove himself (Beard, 2012) 6.
His determination is also drawn from his favourite sport; long distance running. Growing up, he was always keen on taking a challenge. James believes that what a person may lack in talent he may make up for in determination. In his autobiography, he shares that he was good at this sport not because he was physically fit but because he was more determined than others (Dyson, 2012) 7.
James Dyson was able to create success because he has the building blocks of an entrepreneur as well as a solid support system around him. James was able to achieve personal success by setting up Dyson ltd, he was also able to achieve financial success as the Sunday Times placed him on their rich list with a fortune worth £1.45bn (Sunday times, 2011) 8. His traits of determination, innovation, perseverance and risk taking allowed him to make a success of himself. Nonetheless, it is without a doubt that James would not have been able to reach his position if it weren’t for extrinsic factors. Working under the mentorship of Jeremy Fry allowed him to explore engineering and design. The unwavering support of his wife Deirdre also allowed him to focus on his goals and believe in his ideas.
Theoretical entrepreneur meets Real life entrepreneur
Stokes et al. argue that for one to become a successful entrepreneur, he must have certain entrepreneurial traits. These are; the need for achievement, risk-taking, having a strong creative tendency and having a need for autonomy (Stokes et al, 2010, p162) 9. Let us try to verify whether James Dyson has any of those characteristics and if so, how he portrays them.
James’ need for achievement developed at a young age. He always chose excellence and settling for the average was not an option. This need for achievement can be portrayed through his choice of sport. Long-distance running often requires the person to be determined and have a high level of endurance. Achievement lies at the core of this sport, as a runner cannot be declared a winner unless he finishes the run. Another event that created this need for achievement is the death of his father. That left James feeling unsure of his self, which is why he felt a need to prove and make something of himself. A task whose objectives James was able to meet by setting up Dyson ltd.
Another characteristic that may be used to describe James would be risk-taker. James put a lot on the line to get his product licensed and launched. He had to rely on his wife for economic support, moreover he was heavily in debt by the mid 1980’s due to countless attempts at product manufacturing (Altman, 2010) 10 .
James has a strong creative tendency to produce what is better and more efficient. At a time when all vacuum cleaners had bags, James had envisioned a way to get rid of the bag and make the vacuum more efficient. He did this by combining cyclone technology with his engineering skills and the end result was a revolutionary category of vacuum machines. Furthermore, Wilson reveals that Dyson were the most innovative company under the consumer products category (Wilson, 2010). 11
James’ need for autonomy is evident in the way he chooses to run his business. He likes to be in charge and in control of all aspects of the business by involving himself in production, marketing and management (Burton, 2011) 12. Furthermore, James remains the sole owner with 100% of shares as well as being chief engineer at Dyson. This great deal of autonomy allows him to focus on his product and it gives him the sense of being ‘free’ (Helm, 2011) 14.
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