How to Reveal Your Inner Genius With Your Merchandise

I love products that make me stop and think; products that halt me in my tracks and cause me to say things like, “What's that?” and “Just how did they do that?” Then, upon studying it further, “Well, now that makes perfect sense. I wonder why no one ever thought of it before?”

That’s exactly what happened when I spotted Dyson’s next genius of a product: The Air Multiplier, a bladeless fan offering technology that amplifies surrounding air to give off smooth streams of air. Even the name is brilliant. Then, there’s the sleek design, functionality and practicality. It's safe, easy to clean, has a dimmer switch and touch tilt. It puts the standard, loud-spinning blade fan to shame.

You may remember that inventor James Dyson did the same in the vacuum cleaner category. He turned the industry upside down with his brilliant Airmuscle technology, innovative designs, vibrant colors and desire to “always be different, always be better.” Merchants have a lot to learn from James Dyson.

Here’s how Dyson's website describes its approach: “We start with a problem. Something that frustrates or nags because it doesn't work properly. It could be any everyday object. Then we figure out how to make it work better. After sketching, we move to prototyping and testing. What's working? What isn't? We spend a lot of time — in fact, most of our time — failing. That's good. We see failure as an opportunity, not an obstacle. Failing and learning in equal measure.”

What problem are you trying to solve for your customers? How have you failed in trying to solve it? What have you learned? What’s stopping you?

Products like the Air Multiplier speak volumes for the Dyson brand. What products in your offering reveal your brand’s inner genius?