As a company, Dyson is best known for products that inspire awe. Its vacuum cleaners actually make you want to clean. Its fans look good and perform better. And don’t even get us started on its hair dryers.

To find out how these products get made, we went to the Dyson headquarters in Malmesbury, England and sat down with one of the brains behind these incredible machines, Will Kerr. He told us about Dyson’s embrace of wrong thinking and how that leads to some of Dyson’s best innovations. Watch the video above for more.

This post is a sponsored collaboration between Dyson and Studio@Gizmodo.