# Dyson: James Dyson (2018)

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2019-07-22
- Length: 43m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-22-dyson-james-dyson-2018

## Summary

James Dyson explains how he spent five years building 5,127 prototypes in his backyard shed to perfect a bagless vacuum cleaner using cyclone technology, after being rejected by major brands like Hoover and Electrolux. He details his early entrepreneurial lessons from the Ballbarrow and a high-speed landing craft, including the critical mistake of assigning his patent to his first company. Dyson describes securing bank financing, licensing the design to Apex in Japan, and eventually launching Dyson in the UK and US with a direct-to-consumer strategy and transparent TV advertising.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-22-dyson-james-dyson-2018#t=0) Introduction: James Dyson and the Bagless Vacuum
- [4:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-22-dyson-james-dyson-2018#t=252) Early Life and the Ballbarrow Lesson
- [5:37](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-22-dyson-james-dyson-2018#t=337) The High-Speed Landing Craft and Mentorship
- [13:10](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-22-dyson-james-dyson-2018#t=790) Inventing the Cyclone Vacuum in the Shed
- [17:49](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-22-dyson-james-dyson-2018#t=1069) Rejection by Major Brands and Bank Financing
- [25:36](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-22-dyson-james-dyson-2018#t=1536) Licensing to Apex and Launching Dyson
- [32:56](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-22-dyson-james-dyson-2018#t=1976) Marketing Strategy and US Expansion
- [36:52](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-22-dyson-james-dyson-2018#t=2212) Company Culture and Future Risks
- [40:24](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-22-dyson-james-dyson-2018#t=2424) Postscript: Mike Sorrentino and EyePatch

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Prototyping & iteration](https://hardwarepodcasts.com/topic/prototyping)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Intellectual property](https://hardwarepodcasts.com/topic/intellectual-property)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- Hoover (company)
- Electrolux (company)
- Apex (company)
- Best Buy (company)
- John Lewis (company)
- Lloyds Bank (company)
- Ballbarrow (product)
- EyePatch (product)
- Sony (company)

## Related episodes from other shows

- [Bootstrapped to 800,000 Units Sold Worldwide: The Story Behind Rockit](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-04-17-bootstrapped-to-800-000-units-sold-worldwide-the-story-behind-rockit) (It's Only a Prototype)
- [Taming the Dragons whilst Saving the Planet](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-05-01-taming-the-dragons-whilst-saving-the-planet) (It's Only a Prototype)
- [Against All Odds: Overcoming Huge Setbacks to Sell 5 Million Worldwide](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-05-15-against-all-odds-overcoming-huge-setbacks-to-sell-5-million-worldwide) (It's Only a Prototype)
- [Afterschool Podcast, Episode 11 - Marco Perry and Mark Prommel of Pensa (11/12)](https://hardwarepodcasts.com/podcast/core77-podcast/2013-11-12-afterschool-podcast-episode-11-marco-perry-and-mark-prommel-of-pensa-11-12) (Core77 Podcast)
- [032: Success in Small Niches with Jill Bong of Chicken Armor](https://hardwarepodcasts.com/podcast/product-startup/2016-12-20-032-success-in-small-niches-with-jill-bong-of-chicken-armor) (Product Startup)

## Citing this page

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