John sent me this article in Business 2.0, which seems to be demonstrating the application of Business Process Re-engineering in the Consumer Product Development area:

James Dyson says, “It is much easier to reinvent the wheel because the faults of the existing system are fairly obvious,” he contends. “The hard part is to find a solution that everyone who has come before you has not found.”

“Dyson has found ways to improve on such basic appliances as the vacuum cleaner, the washing machine, and the wheelbarrow.” [more here]

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