How many of you read “Dyson” in the subject line and thought, “does he mean the vacuum company?” Yes, I mean the vacuum company. Except, Dyson is much more than a vacuum company and that’s the point of this piece.
First of all, the fact that I could write Dyson and most of you knew what I was talking about is a testament to how well established Dyson has become. They’ve been around since 1991 and now sell the most vacuums in the U.S and control over 50% market share in the U.K. Dyson is a profitable, innovative company; one of the best in the world.
But what if I told you that Dyson is a leader in the beauty industry, as well. Would you believe me? Well believe it, because it’s true.
In 2016, Dyson dropped a $400 dryer into the market. Almost immediately, it became a must have product. Two years later, Dyson introduced the AirWrap and it went viral. An AirWrap lets you blow dry, curl and brush your hair all with a single tool. Social media couldn’t get enough and #airwrap became a wave.
Now, Dyson’s haircare products account for 30% of their business in the U.S.
What can writers learn from this?
There is always a lesson, my friends. And that’s why you’re here; to learn from what’s happening in pop culture so you can adapt it to your writing career. And Writers Are Superstars is the only place that’s possible.
In learning about Dyson, here are three takeaways that will make a difference to your writing.
Don’t be afraid to try something new
There was absolutely no reason for Dyson to jump into the beauty industry. They had strong brand recognition in the vacuum space and controlled the market in many parts of the world. They were profitable and considered innovators in an otherwise stagnant industry. But Dyson saw an opportunity and took their shot. That’s the same type of courage you should have. How would your career benefit if you learned illustration? Or video editing? What if instead of just freelance writing, you learned how to create content marketing strategies? Dyson didn’t just randomly jump into the beauty market. They did their homework, saw the opportunity, learned new skills, and took the leap. That blueprint can work for you, too.
Stay on brand
When Dyson debuted their hair dryer, it came with a $400 price tag. That’s an expensive hair dryer, but Dyson sells expensive vacuums. They’re known for innovative designs and they brought that same energy into the beauty industry. When you shift into another market, it doesn’t mean you lose yourself. In fact, you should be leveraging your skills and your status as a writer to help you succeed in your transition. Maintain who you are, just apply it to a different industry.
Create another stream of income
I mentioned that beauty now accounts for 30% of Dyson’s business. That figure represents a completely new income stream for a company that’s been around for 30 years. As a writer, you need to be exploring multiple income streams, yourself. Even if you’re selling a good amount of books or securing a solid amount of clients, creating multiple income streams is a wealth principle. You might not need to shift to an entirely different industry to make it happen. What you need to do is find the opportunity and make your move.
So what do you think? You ready to channel your inner Dyson? There’s a superstar inside you and we’re gonna bring it out.