Design Stream - product and packaging innovation consultants

Be Disruptive to be Successful
We all understand the impact of James Dyson's idea for a bagless vacuum cleaner on the vacuum market and the origin of the design. His use of industrial air filtration techniques is well documented, while the consequence of that shift from conventional vacuum design is a lesson in disruptive technology: a technology completely reinventing a product, and in doing so, turning the market on its head.

Innovations such as this come from creative thinking and the ability to redefine how something works by utilising elements from a more diverse technology source. Sanyo is currently at the forefront of detergentless washing machines. Its AQUA machine is a drum type washer/dryer that uses limited water with ozone bubbled through it to clean clothes. The company realised that ozone, long used industrially

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Connect with Consumers to Maximise Potential
The creation and marketing of any new product should be considered from different perspectives: along with the technical aspects of your offering, the nuances and trends of the marketplace are also of paramount importance.

Then, the challenge is to maximise your product's potential in every area: from branding and style to overall experience and usability, and of course, revenue generation. Take vending offerings, they are now becoming more service driven and one new entrant is The Beautiful Vending Company's Straight Up hair straightening vending machine. Installed in pubs and clubs, it draws on constant media-driven pressure for women to be glamorous at all times.