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James Dyson didn’t invent the vacuum.

He just made it better (or suck less, sorry, shameful pun).

After 5,127 prototypes and years of rejection, he finally launched his *bagless* design.

It was a hit (after a reallyyyyyyyy long time) — but not everyone was thrilled with the idea of a bagless vacuum.

Dyson ended up in a legal battle for using the word “bagless” in its advertising.

It was at this moment that most people would have backed off.

Changed the copy.

Backed down.

Not Dyson.

Dyson saw it as a marketing opportunity. Here’s what happened and what you can learn from it.