簡介： ◎ fashion 當動詞時指什麼？ ◎ 什麼是 tooth and nail？ ◎「掃地機器人」的英語怎麼說？
Dyson: The Dynamic Driver
Sir James Dyson, the founder and private owner of 100 percent of the eponymous multibillion dollar U.K. enterprise, had to claw tooth and nail toward success. As a small-fry industrial design graduate, Dyson spent years living off his art-teacher spouse’s earnings while designing profitable inventions but failing to accrue what he was due because of his business naivete.
In 1981, Dyson redesigned his Hoover vacuum out of sheer frustration at its inefficiency, fashioning a model which nixed the bag component and utilized centrifugal force. Years of toil and 5,127 prototypes later, Dyson produced the Dyson Cyclone — the world’s first bagless vacuum. Unfortunately for Dyson, no investor wanted to pick up what he was putting out. After stagnating for years, a modified version of Dyson’s vacuum (the G-Force) saw breakout success in Japan in 1986, and Dyson used the royalties to establish Dyson Ltd. in 1987. By 1993, the Dyson DC01 had become the fastest-selling vacuum in the U.K., and by 2005, Dyson vacuums had emerged as category leaders by value in the United States.
In the wake of Brexit, Dyson Ltd. redirected its focus inward and toward Asia, compounding its domestic sales by a third and its Chinese sales by 244 percent. This year marks the 30th anniversary of Dyson Ltd., and the company has a lot to celebrate. With a 45 percent YoY sales growth to ￡2.5 billion and a 41 percent rise in underlying profits to ￡631 million, 2016 was the company’s most profitable year ever.