These Are The Reactions You’re Looking For When Launching A New Product

I have always been a great fan of Dyson. A company truly based on innovation. First famous for their vacuum cleaners they’ve now released a fan (updated) without any blades.

This video below shows people being confronted with the hairdryer for the first time and it’s a perfect example of true innovation and the consequences of it. When was the last time your product made people react like this?

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded and Co-Founded Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • Clark

    Agree, it's not often you get those kinds of reactions.

    P.S. It's a fan, not a hairdryer.

  • ronnestam

    Hey Clark.


  • Promotional Products

    This is classic, but faced with a fan with no blades, I too would have an identical reaction…. Crazy! Thanks for the post.

  • Martin

    I agree, the reactions are amazing. But I wonder if questions like “what is it?” is good or bad. If your potential customers don´t get it, maybe you have gone too far considering the MAYA (Most Advanced Yet Acceptable) principle. The risk as I see it, is that this will end up as another “cool” fan at sites like It´s about time though, that the classical fan is developed to something else

  • David Finer

    Check out the Dyson Airblade for drying your hands in public restrooms. It blows the competion away (I have no commercial interest in the manufacturer whatsoever, just want to share my positive reaction on trying these out when I visited London recently). U will find clips on YouTube though perhaps none like the one for the hairdryer.

  • Design ideas

    Nice experiment