Reinvention and DisruptionThe launch of Dyson Supersonic Hairdryer

What Has Dyson

Disrupted?

Dyson transformed and reinvented the hairdryer category:from ‘commodity and low interest’ to ‘celeb desired, high tech and premium’

From …

Anna Heinrich endorsing Dyson Supersonic at launch event at Myer.

The category BEFORE Dyson

arrived …

To Disrupt, We OwnThe Stage

To Disrupt, We Do Things

Differently

To Disrupt, WeGet

Noticed

Break down of old paradigms

Invest in new structures & ways of working

Leadership vision, unity & commitment

Organisational accountability to go for full potential

The Essential

Ingredients

1 2

34

value share achieved in 1st week of

launch and sustained

Dyson seen as ‘’reputable beauty tech’’

product

Transformational category

value growth Dyson RRP $499

Consistent 4.5/5 consumer star reviews

Business Results

Delivered

Industry Recognised

Create a safe environment where

people are encouraged to

TAKE RISKS

Face your (corporate) fear, be bold

and THINK BIG

It must become part of your

organisation’sDNA

3 Things that every leader wanting to drive disruption must remember

1 2 3

Disrupt or be disrupted.

The choice is yours