Steamd

A couple of days ago, I lambasted Microsoft on their new ads and said that I believed that you get what you pay for. To illustrate this, let’s look at a product that many have seen advertised: the Dyson vacuum. 

You might have seen the commercials that show one of the latest Dyson vacuums, the Dyson Ball. One might look at a vacumm like this and go, “Oh, that’s just a gimmick! All you’re paying for is a name!” But a closer study of what went into the creation of this vacuum reveals something else: innovation.

Readers Digest has an interesting story about James Dyson, the inventor of the Dyson vacuum. The article illustrates the sheer struggle Dyson went through just to market his invention. Chances are his invention might not ever have seen the light of day had he not persevered his quest to market the first bagless vacuum that never lost any suction.

A quick look at the vacuum market, it’s clear that Dyson vacuums are the most expensive ones on the market. Yes, you could buy a cheaper vacuum from other name brands like Dirt Devil, Hoover, Bissell, Eureka, and others. But for $100 t0 $150 you’re pretty much buying into the same vacuum technology that has been around since the first electric vacuum cleaner. Most of these use filters and/or bags that require replacement. Although there are cheaper vacuums that use cyclone vacuum technology similar to the Dyson, they simply don’t hold a candle to the Dyson on account of the patented technology and innovation that goes into a Dyson. On top of that, most vacuums from other manufacturers only come with a 1-year warranty. My wife and I have owned vacuums from Dirt Devil, Hoover, and others and none of them worked well or lasted longer than three years. 

The last vacuum my wife and I bought was the Dyson D17, a vacuum that cost $549 but we got on sale for $499. We could have easily gone with a cheaper, more affordable vacuum and spent less than a third of the cost of a Dyson, so why did a $500 vacuum attracted us so much?

First, the Dyson comes with a 5-year warranty. That told us that they clearly built these vacuums to last. If the vacuum lasts longer then it’ll easily make up for the added cost. 

Second, there are no added costs. No extra bags or filters to buy. The filter that comes with the unit is washable and should last for the life of the unit. Even if you had to replace the filter, it’s still under $20.

Lastly, the Dyson isn’t the same-ole, same-ole technology. The technology found on these vacuums cannot be found anywhere. The patented cyclone technology means that the vacuum will never lose suction. So far from my experience this is true. We’ve filled our vacuum up to the brim and it never once slowed down. And, let me tell you, when I say this thing sucks, it really sucks! Out of all the vacuums I’ve ever used, I’ve never seen one that can clean a floor the way this one can. I’m amazed every time I use it.

Now we have the Dyson Ball. Is it a gimmick? Just another thing to trick people into buying a name? No, it is not. It’s clear that Dyson is a company that is about delivering a good quality product built off of innovation. While others might be happy with spending $100 to $150 every three years or so, I’ll gladly pay $500 once every 5 to 8 years if it means getting a high quality product that does the job better than the competition. 

Yes, it’s true, you get what you pay for.

Think about some of the best product designers out there. Think about a product that you have seen that left an impression in your mind. The best analogy I have about good product design has to do with a can opener. Sure, for most people a can opener is a can opener. There’s nothing really about a can opener that would give you an emotional response. But if a company that designs can openers was to create one that not only looks different but feels different and opens cans better than anything out there then someone using it might get an emotional response from it. They may very well think to themselves,”This is the best damn can opener I’ve every used! I don’t think I’ll ever buy another can opener from another company every again!” Not only did they design a good product that solves the customer’s problem but they also created a loyal customer who doesn’t see any other solution as being as good as theirs.

The lesson here is that getting your customers to use your product is only one part of it. The other is keeping them. And the only way you’re going to do that is to develop a good product that speaks to the customer. In essence the product must speak for itself. If you were building can openers you have to tell yourself, “We’re not in the business of making can openers…we’re in the business of opening cans”. That’s a big distinction in philosophy, don’t you think?

I find that the reason why many web developers/designers and software companies fail is that they haven’t properly defined their business model, philosophies, and processes properly. The ones that stick out for me are the ones who focus on user-centric design, implement proper IA into the process, and maintain proper communication at every level of development. Companies like Google, Apple, Dyson (great vacuums btw!), 37 Signals, and others.

In fact, my wife and I ended up having to replace our vacuum and ended up going with a Dyson. All you have to do is do the math: 5 year warranty on part and labor, no bags or filters to replace, and it never looses suction. If it lasts more than 5 years then it clearly makes up for the extra cost compared to other vacuums. You could go through two vacuums in the same amount of time one Dyson would last you. But it’s not in the cost that makes it better…it’s how good the damn thing is. The minute you use one you’re hooked. I mean, this thing sucks…literally! Best damn vacuum I’ve every used, hands down. That’s building loyalty for ya!