I'm fairly competitive. Good competition can bring out your best effort. One thing I have loved about working in the vacuum cleaner category is having a nemesis. James Dyson always struck me as a Bond villain in our industry. HIs products have certainly been innovative, but a lot of that has been based on his incredible marketing skill rather than effectiveness or quality. 

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Eureka had developed a very good performing cleaner that tested very well, and we were able to advertise a claim that the product "Cleaned better than Dyson for 1/3 the price." Sales for the product were huge, and eventually Dyson struck back with claims of Air Wattage that actually have little to do with how well the product cleans floors. 

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I quickly developed this ad mock-up that generated a ton of excitement among the sales team. They loved my pugnacious style. While marketing decided not to run the ad, this ad ran in sales presentations to out top retailers, who also enjoyed it. 

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I still like this ad. I like the aggresive tone and the sense of humor is 100% representational of my personal sensabilities. I still think we should have run this ad in magazines.