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Sarah Lidell cleaned up (sorry) with a great talk about the design process at Dyson starting with wrong thinking

Wrong thinking, Sarah says, is behind some of the most ingenious inventions and is certainly behind James Dyson's success. Starting in a garage, risking everything, James dedicated his life to creating a bagless vacuum cleaner, only to be told by Hoover that it's then selling of these bags that makes all the money.

In an interview with Hoover they admitting wishing they had bought Dyson's patent. So it could collect dust on a shelf while they cashed in on selling bags.

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