February 2009
Austrian economist Joseph Schumpeter's theory of creative destruction says that when the economy is floundering, innovators will lead the recovery.
One British entrepreneur is aiming to prove this theory right with what could be the best washing machine ever made.
"We are involved in an industry which turns over billions of pounds annually, but which has produced nothing genuinely new in the last 20 years," said Andrew Reason, MD of Welsh-based Reason.
"What marks us apart is the creativity and vision of our team which is why we have been able to design such a groundbreaking product."
Pull out the drum, drop in the washing, push one button and walk away; that is the premise behind the Reason washing machine–simplicity and ease of use.
The Reason weighs laundry and doses exactly the right amount of detergent, softener and water, meaning nothing is wasted.
Its drawer-style drum eliminates bending down and can pack in 10kg of washing; enough for a king size duvet, and this capacity twice as much as the standard machine in the same dimensions.
It was during a spell off work with a back injury in 1996 that Andrew, a trained architect, saw scope for improvement in the standard washing machine.
Twelve years of research and development later, the Reason is preparing to launch on the market and the UK's first 200 individually numbered and handmade machines will be sold in a unique online auction in February. Auctions in the USA, Japan and Europe will follow.
Chris Evans, on the innovation slot of his drive time radio show called the machine "brilliant," labelling it the "no excuses washing machine."
And Frank Marsh, of Cardiff University's Manufacturing Engineering Centre, said, "The simplicity of the machine is superb."
Andrew Reason said, "We truly believe this is the best washing machine ever produced and we have already had a huge amount of interest from all over the world.
"With 22 patented new inventions the innovation is there for everyone to see and we know that in a few years we will be one of the leaders in the market."
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