#25 Against the Odds: An Autobiography by James Dyson

I learnt a crucial business principle: The only way to make real money is to offer the public something entirely new, that has style value as well as substance, and which they cannot get anywhere else.

Difference for the sake of it . In everything. Because is must be better. From the moment the ideas strikes, to the running of the business. Difference, and retention of total control .