17th Century Marketing Skills: Jan van der Heijden.

For many centuries, the only way to extinguish a fire was by using buckets filled with water, which were passed on by rows of people. When a fire devastated Amsterdam’s old town hall on July 7th 1652, a new era was inaugurated.

Agonized by the smouldering ruins that remained on Dam Square, the city decided to purchase 58 fire hoses. As a young man, 15-year old Jan Goriszoon van der Heijden witnessed this great fire. His appearance there later appeared to be much more historically significant...



In 1672 Van der Heijden improved the fire-extinguishing mechanism. Hoses were available, but pumping water wasn’t possible yet. If you tried to pump water, the force of the suction would cause the hose to collapse inwards.

To solve this problem, Van der Heijden reinforced the hose with iron rings and leather, creating a special 'suction hose'. Using a pressure pump, this hose allowed the water to be absorbed directly out of the canal and transported through to the nozzle.

This invention made it possible to fight fire much more efficiently. Van der Heijden acquired a patent for his design in 1677.

The Amsterdam mayors were so impressed that they ordered these new pumps to be installed directly in all sixty districts. Selected guildsmen and volunteers from around the neighbourhoods controlled the pumps. The fire hose was later also fitted with wheels to make it easier to transport.

Jan van der Heijden wasn't just a mechanical engineer; he was also a painter who became famous for his splendid cityscapes that displayed an unprecedented life-like topography.

Aside from being a great artist, he was a clever businessman. He used various marketing techniques to introduce his inventions to the masses, bringing him much more success than he was anticipating.

Using his drawing skills, he made clear instructions for using the fire hoses, whilst simultaneously advertising their availability. This richly designed engraving is a brilliant example of this marketing strategy.


_{Demonstration of the fire hose at Dam Square Amsterdam Etching manufactured by Jan van Vianen (ca. 1660- after 1726) ca. 1680 after design of Jan van der Heijden (1637 – 1712). Coloured by hand at a later date. Size: 47,5 x 56,5 cm. Price: €2.650,-. Available at Inter-Antiquariaat Mefferdt & De Jonge.}

The success of Jan van der Heijden was enormous. Not only did the city of Amsterdam place a large order, other municipalities also caught on. To top it all off, the largest multinational company in the world, the VOC (the Dutch East India Company), bought and installed the special fire hoses on all of its ships.

Another major improvement made by Van der Heijden was his proposal to the city council to install public streetlights throughout all of Amsterdam. He created the lighting plan to prevent accidents, for example people falling into the water, and to protect homes from burglars whilst at the same time making sure there would be light in case of a fire.

Following his suggestions, the city placed 2500 oil-based lights in Amsterdam, all invented and supplied by Van der Heijden. These were lit and quenched by hand on a daily basis.