Dyson industries, of vacuum cleaner fame, have some 500 mechanical engineers, industrial and product designers working together under one roof where ideas come thick and fast. Yet while Dyson's staff are openly encouraged to pitch ideas, ideation has to be focused, and ideas kept on track.
As a result Dyson's engineers are said to be more interested in how things work than how they look, and claim they never launched anything that doesn't work. Yet while the company admits it has launched some ugly products, Dyson believes that this quest for perfection over style has been crucial to the success of the company.
True, style isn't everything and substance counts for lot. But Dyson could learn from design-driven companies such as Apple that style itself has become a kind of substance.
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