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Caroline Bonpain - Case Study: Reinvention and disruption: The launch of the Dyson supersonic hairdryer

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Case Study: Reinvention and disruption: The launch of the Dyson supersonic hairdryer

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Caroline Bonpain - Case Study: Reinvention and disruption: The launch of the Dyson supersonic hairdryer

  1. 1. Reinvention and Disruption The launch of Dyson Supersonic Hairdryer
  2. 2. What Has Dyson Disrupted?
  3. 3. 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.
  4. 4. The category BEFORE Dyson arrived …
  5. 5. To Disrupt, We Own The Stage
  6. 6. To Disrupt, We Do Things Differently
  7. 7. To Disrupt, We Get Noticed
  8. 8. 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
  9. 9. 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
  10. 10. Industry Recognised
  11. 11. 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’s DNA 3Things that every leader wanting to drive disruption must remember 1 2 3
  12. 12. Disrupt or be disrupted. The choice is yours

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