Explore every episode of the podcast WHY DESIGN?
| Title | Pub. Date | Duration | |
|---|---|---|---|
| Announcement! The Design Journeys Podcast is changing in January! | 12 Dec 2024 | 00:01:21 | |
How a Name Change Became Our Biggest Opportunity Yet 𝐖𝐡𝐚𝐭 𝐝𝐨 𝐲𝐨𝐮 𝐝𝐨 𝐰𝐡𝐞𝐧 𝐬𝐨𝐦𝐞𝐭𝐡𝐢𝐧𝐠 𝐲𝐨𝐮’𝐯𝐞 𝐛𝐮𝐢𝐥𝐭 𝐠𝐞𝐭𝐬 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐝? It's Chris Whyte here, founder of Kodu and host of The Design Journeys Podcast. I wanted to share an important announcement. After nine months of sharing stories from the world of physical product development, The Design Journeys Podcast is evolving. Starting in January, we’ll be rebranding as 𝐖𝐡𝐲 𝐃𝐞𝐬𝐢𝐠𝐧? 𝐖𝐡𝐲 𝐭𝐡𝐞 𝐜𝐡𝐚𝐧𝐠𝐞? A few weeks ago, the host of Design Journeys, a French-language podcast about digital product design, reached out. They’d noticed some listener confusion between our two shows and politely asked if we’d consider renaming. I’ll be honest—hearing that hit hard. Seeing something you’ve built get challenged isn’t easy. But after stepping back, I realised that if the roles were reversed, I’d want to protect my brand too. So, after a bit of sulking... I saw this for what it really is: 𝐚 𝐡𝐮𝐠𝐞 𝐨𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐲. The podcast has grown into something far bigger than I ever imagined—a community of passionate guests and listeners exploring the complexities of physical product development. It’s no longer just about stories—it’s a space where ideas spark, connections form, and learning never stops. And we’re just getting started. 𝐖𝐡𝐚𝐭’𝐬 𝐜𝐨𝐦𝐢𝐧𝐠 𝐢𝐧 𝟐𝟎𝟐𝟓: ✅ Online huddles ✅ UK & US meetups ✅ Workshops & webinars All built around one big question: 𝐖𝐡𝐲 𝐃𝐞𝐬𝐢𝐠𝐧? Thank you so much to our guests this year and for all of you who have tuned in! 📢 𝐒𝐭𝐚𝐲 𝐢𝐧 𝐭𝐡𝐞 𝐥𝐨𝐨𝐩! Sign up at teamkodu.com/events to stay up to date with new podcast episodes, events, workshops, and meetups. We’d love to have you with us on this journey. 🚀 | |||
| From LEGO to Quarterre: Nick Mannion’s Journey Through Product, Place, and Play | 04 Dec 2024 | 01:00:25 | |
Register your interest in our community events here: www.teamkodu.com/events In this final episode of The Design Journeys Podcast under its current name, Chris Whyte speaks with Nick Mannion, co-founder and director of Quarterre Studio. Nick’s career journey has been shaped by a love of drawing, storytelling, and exploration, leading him from a degree in Transport Design at Coventry University to an expansive career working with global brands like LEGO, Polestar, Mercedes, and IKEA. Nick shares stories from his early career at LEGO, where he contributed to iconic projects such as Bionicle and Legoland attractions. He reflects on his global experiences working in California, Tokyo, and Sydney, and the cultural and creative insights gained along the way. The episode delves into Quarterre Studio's evolution from a product-focused business to a consultancy specializing in “product, place, and play,” creating emotionally driven, user-centered designs for some of the world’s most recognized brands. Key Takeaways:
Links: Connect with Nick Mannion on LinkedIn: https://www.linkedin.com/in/nick-mannion-17182964/ Learn more about Quarterre Studio: https://quarterre.com/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Stay in the loop for future events: www.teamkodu.com/events | |||
| From Kohler to Blendjet: William Gordon's Design Journey | 04 Sep 2024 | 01:02:06 | |
Episode 12 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday! In this episode of the Design Journeys podcast, host Chris Whyte interviews William Gordon, Vice President of Design at Blendjet. They discuss William's journey in industrial design, his time at Kohler and SC Johnson, and the importance of building relationships in the design industry. William emphasizes the value of connections and maintaining a network, even during challenging times. He also highlights the role of storytelling in design and the impact of design on facilitating positive relationships between people. In this conversation, William Gordon discusses the challenges of working with egotistical bosses and the importance of creating a positive work environment. He shares his experiences working at S.C. Johnson Wax and CamelBak, highlighting the diverse range of products and industries he has been involved in. Gordon emphasizes the significance of understanding the design process and its impact on people, business, and society. He also shares a humorous design story involving Herb Kohler, the CEO of Kohler, testing a toilet seat. Takeaways
Connect with William Gordon on LinkedIn: https://www.linkedin.com/in/william-gordon-a6522b1/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| Tim Sharpe on how design can be a strategic advantage for non-design companies. | 21 Aug 2024 | 00:58:41 | |
Episode 11 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday! In this episode of the Design Journeys podcast, host Chris Whyte interviews Tim Sharpe, co-founder of Better Normal, a consultancy focused on helping non-designers adopt a designer's mindset. Tim shares his career journey, which includes working in various countries and industries, such as consumer electronics, e-bikes, and medical devices. He emphasizes the importance of international experience in shaping his success. Tim also discusses how design can become a strategic advantage for non-design companies and shares insights on reframing problems, involving end-users, and staying curious. In this conversation, Tim and Chris discuss the importance of networking and building connections in the design industry. They emphasize the value of being curious, asking questions, and having broad interests. Tim shares his experience working on a project to develop equipment for cancer treatment and highlights the importance of teamwork and making choices that contribute to the greater good. They also discuss tips for creating effective CVs and portfolios, including showcasing problem-solving skills through sketches. Tim recommends the books 'Loonshots' and 'Ruined by Design' as valuable resources for designers. Takeaways
Connect with Tim Sharpe on LinkedIn: https://www.linkedin.com/in/sharpetim/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| Emily Moyer on Embracing AI and The Importance of Relationship Building and Networking for Industrial Designers | 07 Aug 2024 | 00:56:23 | |
Episode 10 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday! In this episode, host Chris Whyte interviews Emily Moyer, an independent industrial design strategy and innovation consultant. Emily has worked with big brands like L'Oreal and Nestle, as well as startups like Aura Home and Bark & Co. She shares her career journey and highlights the importance of user experience and problem-solving in design. Emily also discusses the trends she's seeing in the industry, including advancements in design tools and AI. In this conversation, Chris and Emily discuss the importance of understanding the limitations of design tools like GPT and Mid-Journey. They compare it to the process of designing in industrial design, where it's crucial to flesh out concepts before diving into 3D modeling. They also talk about the elements of a strong industrial design portfolio, including versatility and sketching. Emily shares a success story of a prescription bottle design that won an award and a failure story of a wearable keyboard that didn't meet consumer expectations. They discuss the challenges of business development for independent consultants and the effectiveness of personal posts on LinkedIn. Emily recommends the book 'I Love It, What Is It?' by Turner Duckworth and the podcast 'Design Theory' by John Murielo. She also mentions Hector Rodriguez and Jonathan Tai as valuable resources in the design industry. Emily can be reached on LinkedIn or through her website, EmilyMoyer.com. Takeaways
Connect with Emily Moyer on LinkedIn: https://www.linkedin.com/in/emily-moyer-1b49973/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| From Engineer to CEO: Ashley Sayed's Journey in Product Development Improving Supply Chains with SupliChainPro | 24 Jul 2024 | 01:07:01 | |
Episode 9 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday! Ashley Sayed, CEO of Supply Chain Pro, shares his career journey in product development, from working at Sendo and Motorola to joining TomTom. He discusses the transition from engineer to strategic roles and the importance of connecting design and product development with manufacturing. Ashley also provides advice for young entrepreneurs, emphasizing the need to solve a real problem, have passion, and consider scalability. He highlights the benefits of joining an incubator or accelerator to gain experience and support. Ashley's experience in high-volume manufacturing and design for manufacture has shaped his expertise in supply chain management. Ashley Sayed discusses his experience in scaling up technology and creating a roadmap of products. He emphasizes the importance of bringing in engineering and understanding the technical aspects of design. He shares the success and challenges he faced during his time at TomTom and Philips. Ashley also talks about his current venture, Supply Chain Pro, which focuses on helping companies set up and improve their supply chains. He highlights the importance of prioritizing health, family, and career and shares insights on hiring and standing out in the job market. Takeaways
Chapters 00:00 The Journey of a Product Development Expert 03:53 The Impact of Psychology on Design Decisions 10:01 Challenges and Opportunities in Scaling Up Technology 17:05 Valuable Advice for Young Entrepreneurs 28:55 The Journey from Industrial Design to Software Engineering 33:12 Balancing Career, Family, and Health 50:56 Insights on Hiring and Standing Out in the Job Market 01:06:08 Insights on Physical Product Development and Recruitment Ashley's recommended book: Atomic Habits by James Clear: https://amzn.eu/d/06iloxge Connect with Ashley Sayed on LinkedIn: https://www.linkedin.com/in/ashsayed/ Learn more about SupliChainPRO: https://www.suplichainpro.com/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| Tim Morton on The Importance of Constraints in Physical Product Design | 10 Jul 2024 | 00:54:32 | |
Episode 8 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday! In this episode of the Design Journeys podcast, host Chris Whyte interviews Tim Morton, Director for Global Design North America for Husqvarna. They discuss Tim's career journey, starting with his studies in industrial design at the University of Wales and his time at Lego.
Tim shares his experiences working at Lego, including the importance of collaboration, understanding the brand, and designing for children. He also talks about his transition to consulting and his work with PDT, where he worked on projects for clients such as Dell, Corning, and Qualcomm.
The conversation explores the broad field of consultancy and design, highlighting the importance of understanding the needs and goals of people and designing products to meet those needs. It emphasizes the role of human connection in design and the value of innovation and creativity.
The conversation also touches on the challenges of leadership, the impact of design on business, and the need to quantify the value of design.
The guest shares his experiences and failures in the design industry and emphasizes the importance of learning from failures.
The conversation concludes with a discussion on favorite podcasts and books, and the guest's contact information.
Takeaways
Chapters 00:00 Introduction and Background 03:20 University of Wales and Discovering Industrial Design 06:18 Starting at LEGO and the Importance of Persistence 13:03 Favorite Memories at LEGO and the Value of Collaboration 23:36 Working on Diverse Projects at PDT 25:23 Design, Innovation, and Creativity in Connecting People, Technology, and Business 28:39 Design as a Business: Lessons from Working at PDT 33:13 Challenges and Opportunities in the Outdoor Power Equipment Industry 35:15 Learning from Failure: Lessons from a Smartwatch Project at LEGO 45:26 Embracing Change and Inspiring Others: The Power of Human Connection in Design 53:43 Insights on Physical Product Development and Recruitment Tim's recommended books and podcasts: How I Built This Podcast: https://open.spotify.com/show/6E709HRH7XaiZrMfgtNCun "Remember" by Lisa Genova: https://www.amazon.co.uk/Remember-Science-Memory-Art-Forgetting-ebook/dp/B08YHZ4ZR6 "The Silo Effect" by Gillian Tett: https://amzn.eu/d/06t6NSe7 Connect with Tim Morton on LinkedIn: https://www.linkedin.com/in/tjmorton/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| Adrian Berry on the Challenges and Lessons in Business Development for Design Consultancies | 26 Jun 2024 | 01:04:57 | |
Episode 7 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday! In this episode of the Design Journeys podcast, Chris Whyte interviews Adrian Berry, co-founder of Factory Design. They discuss Adrian's design journey, starting from his studies in engineering product design at London South Bank University to his time at Pentagram and Seymour Powell. Adrian shares the challenges and lessons he learned in business development for design consultancies. They also talk about the importance of placement years, building relationships, and networking in the industry. In this conversation, Adrian Berry, co-founder of Factory Design, shares his experiences and insights on starting and running a design consultancy. He discusses the early days of Factory Design, the challenges they faced, and the importance of building relationships and rapport with clients. Adrian also emphasizes the value of being part of a design community and the benefits of working in a studio environment. He shares his pet peeve of remote work and highlights the importance of in-person interactions for collaboration and creativity. Adrian recommends the podcast '13 Minutes to the Moon' and the book 'The Modern Middle East' by Jeremy Bowen. Takeaways
Chapters 00:00 Introduction 06:00 The Value of Placement Years 09:37 Building Relationships and Networking 13:17 Lessons Learned at Pentagram 14:42 The Importance of In-Person Collaboration and Communication 15:38 Working on Diverse Projects 21:13 The Challenges of Business Development 25:03 Starting Factory Design 29:02 Surviving the Early Days 29:31 Advice for Young Designers Starting Their Careers 31:25 Overcoming Challenges and Achieving Success 37:45 Showcasing Process and Building Relationships in Job Applications 49:35 Podcast and Book Recommendations 58:34 Closing Remarks 01:04:02 Insights on Physical Product Development and Recruitment Adrian's recommended podcast and book: 13 minutes to the Moon Podcast: https://www.bbc.co.uk/programmes/w13xttx2/episodes/downloads The Modern Middle East: https://www.amazon.co.uk/Making-Modern-Middle-East-Personal/dp/1509890890 Connect with Adrian Berry on LinkedIn: https://www.linkedin.com/in/adrianberry/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| Lea Stewart on Fulfillment and Growth in Your Work and Learning from Design Horror Stories | 12 Jun 2024 | 00:54:59 | |
Episode 6 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday! On this episode we're joined by Lea Stewart. Lea Stewart, senior manager for baby and parenting products at Newell Brands, shares her career journey and insights in this episode. She discusses how she chose to study industrial design and the challenges she faced in finding job opportunities. Lea emphasizes the importance of not overlooking creative opportunities and finding value in every job, regardless of the company's reputation. She also highlights the significance of building connections and learning from experienced professionals. Lea's story reminds us that success in design is not defined by working for well-known companies, but by finding fulfillment and growth in our work. Lea Stewart discusses the importance of finding a job that enables the rest of your life and brings you joy. She emphasizes the need to consider factors beyond just the work itself, such as work-life balance and the people you work with. Lea also shares insights on dressing for interviews, highlighting the importance of reading the room and being comfortable while still dressing appropriately. She provides an overview of her company's hiring process, which includes initial camera-off interviews to assess character and portfolio reviews in later rounds. Lea emphasizes the importance of understanding and communicating your impact in design careers, as well as the satisfaction of positively influencing and developing others. She also shares a personal design horror story where a lack of stakeholder alignment led to a failed presentation. Lea recommends the book series 'The 12 Tomorrows' and podcasts like Radio Lab, This American Life, and Freakonomics for thought-provoking content. She also mentions the Women in Design Deep Dive event happening in June. Takeaways
More info on the Women in Design Deep Dive Event in Philadelphia on 25th June 2024: https://www.idsa.org/conference-details/women-in-design-deep-dive-2024/ Lea's recommended reads: The Twelve Tomorrows Series: https://mitpress.mit.edu/series/twelve-tomorrows/ Lea's recommended Podcasts:
Connect with Lea Stewart on LinkedIn: https://www.linkedin.com/in/leadesigns/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| Improving Medical Devices for Home Use: Dr. Kristi Bartlett's Research - The Power of User Insights in Design and Innovation | 29 May 2024 | 00:48:35 | |
Episode 5 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday! On this episode we're joined by Dr. Kristi Bartlett. Summary Dr. Kristi Bartlett, Assistant Professor at the University of Kentucky College of Design and Director of Product Development at Zibrio, discusses her career journey in medical device design and her passion for equality and gender bias in design. She shares her experience transitioning from civil engineering to industrial design and her research on improving medical devices for home use. Dr. Bartlett also talks about Zibrio's balance assessment technology and the importance of user-centered design. In her role as a professor, she focuses on helping students find their personal motivation and develop their design skills. The conversation explores the challenges women face in engineering and design industries, including gender bias in job descriptions and the lack of representation. It highlights the importance of creating a more inclusive and appealing environment for women in these fields. The discussion also touches on the value of user insights in the design process and the ability to update connected devices to meet user needs. The conversation concludes with a mention of the Women in Industrial Design Group and the need for support and mentorship in the design community. Keywords design, engineering, medical devices, equality, gender bias, industrial design, user-centered design, women in engineering, gender bias, job descriptions, inclusivity, user insights, connected devices, design process, Women in Industrial Design Group, support, mentorship Takeaways
Chapters
Kristi's recommended Podcast: "How I Built This" - https://open.spotify.com/show/6E709HRH7XaiZrMfgtNCun?si=d01d9a0c7ec04b7c Connect with Kristi on LinkedIn: https://www.linkedin.com/in/kristibartlett2/ Follow Zibrio on LinkedIn: https://www.linkedin.com/company/zibrio/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| Chris Johnson on his time at Speedo, FactoryDesign and writing his book "Design, Lead, Succeed" | 15 May 2024 | 00:47:25 | |
Episode 4 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday! On this episode we're joined by Chris Johnson. Summary Chris Johnson discusses his journey from studying transportation design at Coventry University to working at design consultancies, Bombardier, and eventually joining Speedo. He shares his experiences and highlights, including working on the iconic Concord project and designing the Fasken Elite Goggles for the Olympics. Chris emphasizes the importance of perseverance and combining passion with design skills to succeed in the industry. In this conversation, Chris Johnson discusses his experience designing racing goggles and leading design teams. He shares insights on the evolution of the product and the challenges of balancing ambition with rules in sports design. Chris also highlights the importance of research and innovation in creating step changes. He talks about his book, 'Design, Lead, Succeed,' and emphasizes the value of setting shared principles in design teams. Chris reflects on his career and the learning opportunities he encountered, including the challenges of transitioning into design leadership. He provides advice for candidates looking to stand out in the job market and shares his favorite book and podcast. Takeaways
Chris's recommended books and podcasts:
Buy "Design, Lead, Succeed" by Chris Johnson here: https://amzn.eu/d/glLIENd Connect with Chris Johnson on LinkedIn: https://www.linkedin.com/in/chrisjohnson-design/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| Stefan Bridges' journey from designing Concorde interiors at FactoryDesign to Head of Design at Redbull | 01 May 2024 | 00:43:26 | |
Episode 3 of The Design Journeys Podcast hosted by Chris Whyte at Kodu. New episodes every other Wednesday! On this episode we were joined by Stefan Bridges, Head of Creative Design at Redbull. Our conversation covered a range of topics, including Stefan Bridges' experiences working at Factory Design, McLaren, and Red Bull. Bridges discussed his decision to join Factory Design after being inspired by a feature in Design Week, despite the low pay, and the subsequent growth of the team. He also shared insights into his decision to join McLaren, emphasizing the allure of relocating from London and the substantial pay increase offered. Bridges then detailed his transition from McLaren to Red Bull, explaining how he was headhunted by his previous boss and attracted to the more creative and inspiring atmosphere at Red Bull. The conversation also touched on job application strategies, media consumption habits, and potential future guests for the podcast. Chris Whyte and Stefan Bridges discussed the use of portfolios in job applications, the impact of digital approaches, and the rarity of receiving mailed portfolios in the current job market. They also shared their limited use of social media and emphasized the value of genuine career advice. lease excuse the sound and video quality of this episode. We hope you enjoy the content regardless :) Connect with Stefan Bridges on LinkedIn: https://www.linkedin.com/in/stefan-bridges-63315a6/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com | |||
| From Burnout to Breakthrough: Tracy Sharp’s Journey to Sharp Minds | 27 Nov 2024 | 01:00:55 | |
In this episode, Chris Whyte speaks with Tracy Sharp, founder of Sharp Minds and host of Beginner’s Guide to Design Thinking. Tracy shares her incredible journey from studying product design engineering at Strathclyde University to leading global teams and building a career in mentoring and coaching. She opens up about her experiences as a female leader in engineering, the importance of asking for what you want, and how she overcame burnout to create Sharp Minds. Tracy discusses leveraging design thinking in unexpected areas, building a portfolio career, and fostering inclusivity in engineering. Key Takeaways:
Connect with Tracy Sharp on LinkedIn: https://www.linkedin.com/in/tracychristinasharp/ Learn more about SharpMinds here: https://www.sharpminds.coach/ Listen to Beginners Guide to Design Thinking here: https://open.spotify.com/show/7vP9XJRLbfihGb7ZXlaSSK?si=afcc833494534582&nd=1&dlsi=b3ef013204fe444b Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Stay in the loop for future events: www.teamkodu.com/events | |||
| The importance of inclusive design and how passionate people propel mission-led businesses towards their goals with Tom Malloy - Principal Designer and Inclusive Design Lead at Elvie | 17 Apr 2024 | 00:52:41 | |
Episode 2 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday! On this episode we're joined by Tom Malloy. Tom, a principal designer at Elvie, shares his journey in industrial design and his passion for inclusive design. He emphasizes the importance of being passionate about a cause or mission when applying for a job. Tom also discusses the value of cover letters and physical portfolios in standing out from other applicants. He highlights the need for a more modern and relevant design curriculum in schools. Tom concludes by mentioning his involvement with the Design and Technology Association to improve design education. Tom shares his journey from working at Hornby to joining Oxford Product Design (OPD) and eventually Elvie. He emphasizes the importance of design thinking skills and the value of personal connections in career transitions. Tom also discusses his passion for inclusive design and how it has shaped his work at Elvie. He highlights the need for a well-prepared and fair interview process, sharing a story of an interview faux pas. Chapters
Takeaways
Tom's recommended podcasts:
Connect with Tom Malloy on LinkedIn: https://www.linkedin.com/in/designbymalloy/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| Geoff Baldwin | People, Places and Things | Working at IDEO and IDEO.org, setting up his own consultancy and sports business, overcoming doubt and imposter syndrome and much more! | 03 Apr 2024 | 00:55:57 | |
In this episode of the Design Journeys podcast, Chris Whyte interviews Jeff Baldwin, a creative leader and founder of People, Places, and Things. Jeff shares his journey in design, starting from his childhood fascination with shoes to his career at IDEO and IDEO.org. He discusses the importance of including people in the design process and designing with them, rather than for them. Jeff also talks about the challenges he has faced, including the balance between being a leader and a hands-on designer, and the self-doubt that comes with every step of the creative journey. In this conversation, Geoff Baldwin and Chris Whyte discuss the importance of doing what you love and how to overcome doubt and imposter syndrome. Geoff emphasizes the need for support from others, whether it's a spouse, friend, or community, to help navigate the challenges of freelancing or starting a business. They also talk about Geoff's new venture, WinWin Athletics, which aims to solve everyday sports problems and make sports more accessible for everyone. Geoff shares his advice for aspiring designers, encouraging them to embrace new tools and technology while also focusing on building a strong foundation as a designer. Connect with Geoff Baldwin on LinkedIn: https://www.linkedin.com/in/geoffrey-baldwin-96286116/ Learn more about flag football and WIN WIN Athletics: https://winwinathletics.com/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| How Fred Russell-Pavier Brings Cutting-Edge Stability to Micro-Mobility at SuperSmith | 20 Nov 2024 | 01:01:54 | |
Episode 19 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every Wednesday! In this episode, Chris Whyte sits down with Fred Russell-Pavier, co-founder and Chief Technology Officer of Super Smith, a company focused on creative accessible micro-mobility solutions. Fred’s journey started in academia, where he explored complex sensing and measurement technology, leading to multiple patents and innovations. He shares insights on moving from research to a start-up, using sensing technology to enhance mobility scooters, and the challenges of adapting advanced technology for public use. This conversation delves into the balance of safety, design, and functionality needed to create accessible and intuitive products. Key Takeaways:
Connect with Fred Russell-Pavier on LinkedIn: https://www.linkedin.com/in/fsrp/ Learn more about SuperSmith here: https://supersmith.co/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| Michael König on Revitalising Iconic Brands Through Storytelling and Design Leadership | 13 Nov 2024 | 01:00:22 | |
Episode 18 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every Wednesday! In this episode, Chris Whyte interviews Michael König, a design leader whose career journey spans two decades across digital and physical product design. From launching a digital design studio fresh out of university to leading design at Bang & Olufsen and Fiskars, Michael has tackled challenges at some of the world’s most iconic heritage brands. Now, as the founder of a new consultancy, Michael shares how he’s helping legacy brands modernize through storytelling, innovation, and agility. Listeners will hear about Michael’s creative approach to leading cross-functional teams, building consumer-centric products, and navigating the complexities of balancing tradition with modern market demands. Key Takeaways:
Connect with Michael König on LinkedIn: https://www.linkedin.com/in/michaelkonigcph/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| Building a Brand Around Purpose and Simplicity with Oliver Murphy | 06 Nov 2024 | 00:57:55 | |
Episode 17 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every Wednesday! In this episode, Chris Whyte speaks with Oliver Murphy, founder of SLOWE Living, a brand built around sustainable, minimalist furniture design. Oliver’s career journey began with industrial design at Loughborough University and evolved through branding and freelancing, ultimately leading him to create a brand during the pandemic. He shares how Japanese and Scandinavian aesthetics shaped his design philosophy, the challenges of building a furniture brand from scratch, and how he found purpose by creating a business that aligns with his values of simplicity and intentional living. Key Takeaways:
Connect with Oliver Murphy on LinkedIn: https://www.linkedin.com/in/olivermurphydesigner/ Learn more about SLOWE Living here: https://www.sloweliving.com/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| Consulting for Impact: Michael Bambino on Design and Brand Strategy | 30 Oct 2024 | 00:55:21 | |
Episode 16 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every Wednesday! In this episode, Chris Whyte speaks with Michael Bambino, founder and creative director of Facility, a design consultancy that brings a strategic, brand-driven approach to product design. Michael shares his unique career journey from engineering and freelance design to launching his own consultancy, emphasizing the challenges and rewards of balancing technical expertise with creative expression. Listeners will gain insights into Michael’s philosophy on consulting, navigating career shifts, and maintaining design quality as Facility grows. Key Takeaways:
Connect with Michael Bambino on LinkedIn: https://www.linkedin.com/in/michaelbambino/ Learn more about Facility here: https://www.facility.nyc/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| Tim Maclean | From Dyson to Founding a Design Consultancy: Lessons in Innovation and Resilience | 16 Oct 2024 | 00:57:25 | |
Episode 15 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday! In this episode, Chris Whyte chats with Tim Maclean, founder of Cognate, a design consultancy based in Bath. Tim's journey spans decades of experience in the design and engineering field, from Avon Rubber to Herman Miller and Dyson. He shares insights on his varied career, the challenges of switching between permanent roles and contracting, and the eventual decision to start his own consultancy. With a passion for blending engineering with design, Tim opens up about the balance between the two disciplines and the reality of running your own business. Key highlights include Tim’s transition from consultancy to in-house roles, his work on high-profile products like the US Joint Services face mask, and the lessons he’s learned from managing redundancies and building client relationships. Tim also dives into the process of scaling a design consultancy and what it takes to maintain work-life balance in an industry where hours can easily blur together. Key Takeaways:
Connect with Tim Maclean on LinkedIn: https://www.linkedin.com/in/tim-maclean-32115a156/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| Mark Joynson-Bickerstaffe on Designing with Purpose: Sustainability and Leadership in Product Development | 02 Oct 2024 | 01:06:24 | |
Episode 14 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday! In this episode of The Design Journeys Podcast, host Chris Whyte speaks with Mark Joynson-Bickerstaffe, founder of Mark & May and former design leader at Dyson and Kohler. The conversation explores Mark's career journey, starting from his early influences, his time at Dyson during its startup phase, and his leadership role at Kohler. Mark shares insights on the evolving role of designers, the importance of innovation culture, and his belief in creating sustainable, meaningful products. They also discuss the challenges of scaling design leadership in large organizations and the importance of intuition, financial understanding, and communication for success. Mark highlights the ethos behind Mark & May, a consultancy that focuses on conscious design, pushing clients towards more sustainable and impactful product development. Here are some of the key takeaways from this episode:
Connect with Mark Joynson-Bickerstaffe on LinkedIn: https://www.linkedin.com/in/mark-joynson-bickerstaffe-a219b52/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| Dale Backus on lessons learned building SmallHD to a market leader, selling and starting again. | 18 Sep 2024 | 01:13:39 | |
Episode 13 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday! In this episode of the Design Journeys podcast, host Chris Whyte interviews Dale Backus, founder and CEO of Ohsnap, a company known for its innovative phone grip. Dale shares his journey from a marketing background to product design, detailing his experiences with Small HD, the challenges of transitioning from an agency to a product business, and the lessons learned from selling Small HD. He discusses the launch of Ohsnap, the importance of retail expansion, and the critical areas of product, marketing, and operations for business success. Dale emphasizes the significance of curiosity and competence in potential employees and offers insights into navigating the complexities of entrepreneurship. Takeaways
Connect with Dale Backus on LinkedIn: https://www.linkedin.com/in/dalebackus/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| How Bebello is Redefining Parenting: Andrew Carr on Time-Saving and Sustainability | 29 Jan 2025 | 00:54:06 | |
In this episode of Why Design?, Chris Whyte speaks with Andrew Carr, founder of Bebello, a mission-driven startup transforming the way new parents approach bottle and pump cleaning with sustainability at its core. Andrew’s flagship product, the Bebello Washer, saves time for parents while drastically reducing environmental impact. Andrew’s career journey spans nearly two decades, including roles at Elvie, Shark Ninja, Plexus, and design consultancies across the US, China, and Scotland. Along the way, he’s learned how to balance user-centric design with the demands of sustainability, all while driving impactful product innovation. This conversation dives into:
Whether you’re interested in sustainable product development, building mission-driven businesses, or the challenges of hardware startups, this episode is packed with actionable insights. Key Takeaways:
Links & Resources:
Book Recommendations from the Episode:
Podcast Recommendations:
| |||
| The Future of 3D Collaboration: Oluwaseyi Sosanya’s Vision Behind Gravity Sketch | 22 Jan 2025 | 01:01:31 | |
In this episode of Why Design?, Chris Whyte speaks with Oluwaseyi (Seyi) Sosanya, co-founder and CEO of Gravity Sketch, a revolutionary 3D design platform transforming how teams create, visualise, and collaborate across industries such as automotive, fashion, and product development. Seyi’s journey spans continents and disciplines—from studying mechanical engineering at Oregon State University, working in Taiwan’s manufacturing hubs, and designing at Jaguar Land Rover, to co-founding Gravity Sketch during his time at the Royal College of Art. This conversation delves into Seyi’s career journey and the innovative ideas behind Gravity Sketch, including:
Whether you’re a designer, an engineer, or simply fascinated by the intersection of creativity and technology, this episode offers insight, inspiration, and a fresh perspective on how tools like Gravity Sketch are shaping the future. Key Takeaways:
Links & Resources:
| |||
| Benn Klewpatinond on how he's building a thriving consultancy through story telling and personal branding. | 15 Jan 2025 | 01:17:08 | |
In this episode of Why Design?, Chris Whyte sits down with Benn Klewpatinond, founder of Inond Design and the visionary behind the Floatrower fitness machine. Benn’s career is a fascinating mix of engineering, design, and entrepreneurship, spanning corporate roles, consultancy work, and now running his own product realisation business. Benn shares his journey, from introducing inclusive design at Bristan to working on cutting-edge projects at LA Design, including the Floatrower—a rowing machine that combines the sensation of water rowing with innovative gamification and performance tracking. The conversation dives deep into:
If you’re curious about how creativity meets practicality in physical product development or looking for insights into launching your own products, this episode is packed with valuable takeaways. Key Takeaways:
Links & Resources:
| |||
| Lessons from War Zones to Dyson: Tom Parsons' Journey to Founding Aetha Design | 05 Feb 2025 | 00:59:53 | |
Guest: Tom Parsons, Founder of Aetha Design Host: Chris Whyte, Founder of Kodu Sign up for Why Design? events: https://teamkodu.com/events From designing surveillance systems for superyachts to navigating a live war zone in Peru and leading projects at Dyson, Tom Parsons’ journey through product design is nothing short of extraordinary. Now the founder of Aetha Design, Tom shares invaluable lessons on designing under pressure, building trust with clients, and balancing creativity with commercial realities. In this episode, Tom discusses:
Whether you're a designer, entrepreneur, or just love hearing about the adventures behind innovation, this episode is packed with candid insights and career-defining moments. 🔹 Extreme Environments = Extreme Growth – Tom’s experience in a live conflict zone taught him resilience, adaptability, and how to design for unpredictable conditions. 🔹 From Low-Volume Luxury to High-Volume Production – Moving from bespoke surveillance systems to mass-market consumer products at Dyson broadened Tom’s design approach and prepared him for consultancy. 🔹 Why Trust Matters in Design – Building a design consultancy isn’t just about great products; it’s about understanding clients’ needs, mitigating risks, and creating long-term relationships. 🔹 The Reality of Running a Consultancy – The business of design is more than just creativity—Tom shares the behind-the-scenes of managing client expectations, handling setbacks, and keeping projects on track. 🔹 A Designer Who Walks the Walk – Tom doesn’t just design products—he’s been through the process himself, even launching a Kickstarter to understand the challenges his clients face firsthand. Visit Aetha Design: https://aethadesign.com Connect with Tom Parsons on LinkedIn: https://www.linkedin.com/in/tom-parsons-aetha Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Sign up for Why Design? events: https://teamkodu.com/events Learn more about Kodu recruitment: https://teamkodu.com | |||
| Inside Level: How Nichole Rouillac is Creating Meaningful, Inclusive Design | 12 Feb 2025 | 01:03:15 | |
Guest: Nichole Rouillac, Founder of Level Host: Chris Whyte, Founder of Kodu Sign up for Why Design? events: https://teamkodu.com/events In this episode of Why Design, I sit down with Nichole Rouillac, founder and creative director of Level, a woman-led industrial design studio in San Francisco. Nichole has spent over two decades shaping consumer tech and medtech, playing a key role in designing the first Fitbit and working with brands like Microsoft, Google, and HTC. We discuss: ✅ The reality of being one of the only women in the room early in her career ✅ Why so many women leave industrial design before reaching senior roles—and what we can do about it ✅ Her work in healthcare and medtech, from disease detection to AI-driven innovation ✅ How being a mom to a neurodivergent child influences her approach to user-centered design ✅ The importance of mentorship and community in fostering diversity in the industry Nichole’s story is one of resilience, innovation, and purpose-driven design. Whether you're in industrial design, medtech, or hardware startups, this episode is packed with insights on building a career with impact. Key takeaways: 🔹 The Gender Gap in Industrial Design – Many women leave industrial design before reaching senior roles due to workplace culture, lack of mentorship, and difficulty balancing long hours with personal life. 🔹 Building a Design Studio with Purpose – Nichole founded Level, a woman-led industrial design studio, to challenge industry norms and prioritize meaningful, people-centered design. 🔹 From Fitbit to MedTech – Nichole played a key role in designing the first Fitbit, which helped create the wearables category as we know it today. Her work now focuses on healthcare innovation, from AI-driven disease detection to non-invasive cancer treatment technologies. 🔹 The Power of Mentorship & Community – As a former chair of Women in Design (IDSA), Nichole helped launch a mentorship program to support women navigating industrial design careers. Having a network outside of your workplace is crucial for career growth. 🔹 Designing for Impact, Not Just Aesthetics – Nichole emphasizes the need for designers to think beyond form and function, considering the long-term impact of their work—whether in healthcare, sustainability, or consumer tech. 🔹 Lessons from Startups & Manufacturing – Having worked both in consultancies and in-house at HTC, Nichole believes designers need full-cycle experience—from early prototyping to manufacturing—to truly deliver great products. 🔹 Parenting, Neurodiversity & Design – Raising a neurodivergent child has influenced Nichole’s approach to inclusive design, reinforcing the importance of creating products that are intuitive and accessible for different types of users. 🔹 Balancing Business and Life – Unlike many agencies, Level prioritizes sustainable work hours, proving that world-class design doesn’t require burnout. Thoughtful planning and client education allow them to deliver great work without overworking their team. 🔹 The Future of Hardware & MedTech – Nichole sees AI, non-invasive diagnostics, and sustainable materials as some of the biggest areas for innovation in industrial design. Her upcoming projects include climate tech solutions and medtech advancements. Links & ResourcesVisit Level: https://leveldesignsf.com/ Connect with Nichole on LinkedIn: https://www.linkedin.com/in/nicholerouillac/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Sign up for Why Design? events: https://teamkodu.com/events Learn more about Kodu recruitment: https://teamkodu.com | |||
| From Magician to Design Director: Nick Chubb’s Design Journey | 19 Feb 2025 | 01:04:46 | |
In this episode of Why Design?, Chris Whyte speaks with Nick Chubb, Design Director at IDC, about his fascinating journey through the world of product design. Nick shares how his early passion for graphic design evolved into a career in industrial design, the importance of hands-on experience over formal education, and his perspective on hiring and mentoring young designers. From working on consumer and medical products to navigating the fast-paced world of design consultancy, Nick provides valuable insights into the skills that truly matter in the industry. He also tackles the topic of job-hopping early in one’s career, why it shouldn’t be seen as a red flag, and how to stand out in a competitive hiring landscape. If you're a design student, a career pivoter, or a hiring manager looking for fresh perspectives, this conversation is packed with practical advice and industry wisdom. Key Takeaways
Links & References Visit IDC: https://www.idc.uk.com/ Connect with Nick on LinkedIn: https://www.linkedin.com/in/nick-chubb-3bba9120/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Sign up for Why Design? events: https://teamkodu.com/events Learn more about Kodu recruitment: https://teamkodu.com | |||
| From Meditation to Innovation: How Stefan Chmelik Designed a Breakthrough Stress-Relief Device | 26 Feb 2025 | 00:50:56 | |
Listener discount! Get 10% off a Sensate using code WHYDESIGN or by visiting https://getsensate.com/WHYDESIGN In this episode, host Chris Whyte is joined by Stefan Chmelik, founder of Sensate – a revolutionary consumer product designed to reduce stress and improve well-being through sound and vibration therapy. Before Sensate, Stefan spent 30 years as a clinician specialising in stress, anxiety, trauma, and complex disease management. His expertise in meditation and breathwork led him to develop a technology-first approach to well-being. This episode explores the intersection of medicine, meditation, and hardware innovation. Stefan shares his journey from working with patients in a clinical setting to co-founding a tech company that now helps thousands of people worldwide. He explains the science behind stress, vagal nerve tone, and how Sensate's wearable device supports relaxation and resilience. We also dive into the challenges of launching a hardware start-up, from product design to fundraising and business strategy. If you're interested in the role of design in health and wellness, this episode is packed with insights on making well-being more accessible at scale. Key Takeaways:✅ The science behind stress and how vagal nerve tone affects well-being ✅ How Stefan’s background in meditation and medicine influenced Sensate’s design ✅ The challenges of bringing a hardware health device to market ✅ Fundraising lessons and why US investors saw the potential before UK investors ✅ Why start-up success is about resilience, adaptation, and the right co-founding team ✅ The importance of cooperation over competition in both business and life ✅ How Sensate is making relaxation effortless through sound and vibration technology Links & References Visit Sensate: https://www.getsensate.com/ Connect with Stefan on LinkedIn: https://www.linkedin.com/in/stefanchmelik/ Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Sign up for Why Design? events: https://teamkodu.com/events Learn more about Kodu recruitment: https://teamkodu.com | |||
| From Sewage to Science: How Claire Trant and Untap Health Are Revolutionising Disease Detection | 05 Mar 2025 | 00:53:49 | |
In this episode of Why Design, I sit down with Claire Trant, co-founder and CEO of Untap Health, a deep tech company using wastewater epidemiology to detect illnesses before symptoms appear. Claire’s journey from Imperial College to Rolls-Royce and then into entrepreneurship is as inspiring as it is challenging. She opens up about the highs and lows of startup life—navigating funding rounds, scaling a hardware business, and the personal challenges that have shaped her leadership. From securing patents and raising millions to pivoting the company’s mission and testing breakthrough technology, Claire shares what it truly takes to build a deep tech startup in a male-dominated field. If you’re interested in the raw, unfiltered reality of building a hardware company from scratch, this one’s for you. Key Takeaways:🔹 From Academia to Entrepreneurship – How Claire’s background in materials science and aerospace led her to founding Untap Health. 🔹 The Evolution of a Startup – How Untap pivoted from large-scale wastewater monitoring to targeted health surveillance in hospitals and care homes. 🔹 Scaling a Hardware Business – The challenges of developing, testing, and rolling out new deep tech solutions. 🔹 Fundraising Realities – Lessons learned from securing pre-seed funding and preparing for the next round. 🔹 Surviving a Tough Year – How Claire navigated personal and professional hardships, including the loss of her co-founder and sister, to keep Untap moving forward. 🔹 Building the Right Team – The impact of hiring a Chief Product Officer and the importance of aligning culture with company vision. 🔹 Women in Deep Tech – Claire’s experience as a female founder and the biases she’s encountered along the way. 🔹 What’s Next for Untap Health – Expanding into new markets, working with hospitals and farms, and the long-term vision for public health monitoring. Resources & Links: 🌍 Connect with Claire Trant on LinkedIn 🔬 Learn more about Untap Health 📢 Hiring! Untap Health is looking for a Head of Business Development – Check out the role here 💙 Support Claire’s Charity Marathon for Diagnostics Research – Donate Here 👥 Join the Why Design community! Sign up for our upcoming events, online huddles, and workshops: teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn – linkedin.com/in/mrchriswhyte 🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. Don't forget to subscribe so you don’t miss future episodes! | |||
| Making Space for Makers: How Michael Korn's Blue Garage is Empowering London’s Hardware Community | 19 Mar 2025 | 00:47:54 | |
In this episode of Why Design, I sit down with Michael Korn, founder of KwickScreen, the modular screen company supplying every NHS trust in the UK, and Blue Garage, a unique makespace and creative hub in Lewisham built to support hardware entrepreneurs and product designers. We unpack Michael’s fascinating journey, from studying manufacturing engineering and design at the RCA, to bootstrapping KwickScreen into a successful healthcare business. Michael shares hard-won lessons about the challenges of starting a hardware company in London, why manufacturing shaped his design thinking, and how listening and tenacity have been key to his entrepreneurial path. Michael also takes us inside Blue Garage, a space created to provide hardware founders with the facilities and community he wished he’d had when starting out—think WeWork, but with machines. If you’re curious about bootstrapping hardware ventures, creative collaboration, or building community-driven spaces, this episode is packed with inspiration. 🔹 From Engineering to Design – How Michael’s manufacturing background influenced his user-focused, entrepreneurial approach to product design. 🔹 The KwickScreen Story – How a student project to solve infection control in hospitals evolved into a nationwide healthcare product. 🔹 Bootstrapping in London – The gritty reality of starting a hardware business without outside funding or proper facilities. 🔹 Listening & Learning – Why Michael credits his success to persistence combined with listening deeply to users and stakeholders. 🔹 The Birth of Blue Garage – How Michael turned a 38,000 sq ft former Travis Perkins into a vibrant makespace for London’s maker and hardware community. 🔹 Supporting Founders Differently – Why founders don’t always need accelerators or awards, sometimes they just need space, tools, and community. 🔹 Team & Legacy – How early hires at KwickScreen, including its now-CEO, have grown into leaders and founders themselves. 🔹 Community Events & Collaboration – How Blue Garage is helping freelancers, startups, and creative businesses collaborate and scale in the heart of London. Resources & Links: 🌍 Learn more about Blue Garage 🔗 Connect with Michael Korn on LinkedIn 👥 Join the Why Design community! Sign up for our upcoming events, online huddles, and workshops: teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn – linkedin.com/in/mrchriswhyte 🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. Don’t forget to subscribe so you don’t miss future episodes! | |||
| How to Design for Everything from Pizza Ovens to Gas Safety Devices with Hugo Martin | 12 Mar 2025 | 00:57:00 | |
In this episode of Why Design, I sit down with Hugo Martin, Director of Product Design at WMP Creative, where he has spent over 14 years building a multi-award-winning design division from the ground up. We dive into the balance between process and intuition in product design—when to trust your instincts and when structure is necessary. Hugo shares insights from designing everything from life-saving gas safety devices, where precision and research are crucial, to high-end pizza ovens, where the experience and theatre of cooking take priority over strict engineering constraints. We also explore how design consultancies can stay competitive in a shifting market, the role of AI in industrial design, and the evolving nature of holistic product development, where storytelling, branding, and user experience are just as important as the product itself. If you're a designer, entrepreneur, or just fascinated by how great products come to life, this episode is packed with insights! 🔹 The Evolution of a Design Consultancy – How Hugo built a product design division within a family-run creative agency. 🔹 The Power of Process vs. Intuition – When to trust gut instincts and when research and structured validation are essential. 🔹 Designing for Different Markets – How working on gas safety devices differs from crafting premium pizza ovens. 🔹 Holistic Design Services – Why product design is no longer just about form and function but also branding, digital experiences, and storytelling. 🔹 Lessons from Working with Startups and Established Brands – How client expectations shift and how to manage those relationships. 🔹 The Future of Industrial Design – How AI is changing the design process and what it means for the next generation of designers. 🔹 Why Some Brands Ignore Focus Groups – How companies like Nothing and Teenage Engineering use intuition to create standout products. 🔹 Building Long-Term Client Relationships – How WMP Creative’s success is built on repeat business and deep client partnerships. Resources & Links: 🌍 Connect with Hugo Martin on LinkedIn 🎨 Learn more about WMP Creative 🔥 Check out Gosney Pizza Ovens (One of Hugo’s latest projects) 🔍 Learn more about Crowcon Gas Safety Devices 👥 Join the Why Design community! Sign up for our upcoming events, online huddles, and workshops: teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn – linkedin.com/in/mrchriswhyte 🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. Don't forget to subscribe so you don’t miss future episodes! | |||
| “You Quoted What?!” – Josh Valman on Pricing, Growth, and Painful Lessons | 02 Apr 2025 | 00:56:15 | |
“We had no clue what we were doing. We quoted a massive job… way under… and then had to figure out how to deliver it without losing our shirts.” That’s how Josh Valman, CEO of RPDK, describes one of the earliest—and most painful—lessons from scaling his product development business. In this episode of Why Design, we dive into the unfiltered reality of building a hardware startup from scratch. Josh’s journey is anything but conventional. By age 10, he was designing robots. By 19, he was consulting for global corporates on manufacturing and supply chains—while still in school. What followed was the growth of RPD into a 100-person team working across design, engineering, and global production before being acquired by Kinara International. We talk about what most founders get wrong, the messy middle between prototyping and mass production, and why investors care less about your idea and more about your plan. Josh also shares what he’s up to now—backing founders through the British Design Fund and filming a new TV show to shine a light on what really happens behind factory doors. If you're building a hardware product, thinking about scaling, or just want a brutally honest take on how products get made, this episode is a must-listen. 🔹 Started Young – Josh was consulting before clients realised he was still a teenager. 🔹 Pricing Lessons – Why quoting too low nearly broke the business—and how they clawed it back. 🔹 Design to Scale – Why the “middle” (certification, tooling, sourcing) is where most projects fail. 🔹 Spec Work That Pays – How early projects for Bosch and Unilever helped prove RPD’s capabilities. 🔹 No Degree, No Problem – Why Josh skipped uni, and how he built a career by doing, not studying. 🔹 The Founder’s Job – It’s not the product—it’s planning, cashflow, forecasting, and doing the hard stuff. 🔹 British Design Fund – What investors actually want to see from hardware startups. 🔹 TV Project Incoming – A behind-the-scenes series exploring how everyday products get made. Resources & Links: 🌍 Connect with Josh Valman on LinkedIn 💸 Explore the British Design Fund 📺 TV series coming soon—watch this space! 👥 Join the Why Design community! Sign up for events, online huddles, and workshops: teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn – linkedin.com/in/mrchriswhyte 🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. 💬 PS – Make sure you subscribe so you never miss an episode! | |||
| The Missing Skill in Design? Tim Perry on Why Commercial Awareness Matters | 26 Mar 2025 | 01:00:13 | |
In this live episode of Why Design, recorded at Blue Garage, I sit down with Tim Perry, a seasoned innovation and design strategy consultant with over 20 years of experience helping creative businesses sharpen their commercial edge. From scaling consultancies and steering agency acquisitions to guiding in-house teams at major brands like Nokia, McLaren, and Logitech, Tim shares his unique perspective on the intersection of design and business. We explore why designers and design consultancies often overlook commercial awareness, how consultancies can rethink their positioning in a crowded marketplace, and why commercial skills should be developed just as early as creative ones. Tim also talks about the common challenges agencies face around business development, the tricky art of saying “no,” and why sometimes less is more when selling your services. If you’re a designer, consultancy owner, or anyone working at the crossover of creativity and commerce, there’s plenty of actionable advice here. 🔹 From Designer to Strategist – How Tim transitioned from packaging design to leading agency growth and design strategy at Nokia and beyond. 🔹 Lessons from Scaling & Selling – Insights from scaling Web deVlam and overseeing its sale. 🔹 The Positioning Problem – Why agencies often dilute their message by trying to be everything to everyone. 🔹 Specialism vs. Niche – Why focusing your positioning is key, but you can still take on a variety of work. 🔹 Building Commercial Confidence – How designers can develop business development and negotiation skills early in their careers. 🔹 The Power of Networking – Tim’s take on why generosity and curiosity are vital in client-facing roles. 🔹 The LinkedIn Effect – How LinkedIn can help creatives spark conversations and create business opportunities—when used with authenticity. 🔹 Negotiation Lessons – Tim’s real-world story of a high-stakes negotiation that almost went wrong, and what it taught him about holding your ground. Resources & Links:🌍 Connect with Tim Perry on LinkedIn 🎯 Check out Tim’s Commercial Skills Training (includes free sample courses) 🎙️ Learn more about Blue Garage – A creative community space in Lewisham, London. 👥 Join the Why Design community! Sign up for upcoming events, online huddles, and workshops: teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn – linkedin.com/in/mrchriswhyte 🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. Don’t forget to subscribe so you don’t miss future episodes! | |||
| Why Most Hardware Startups Fail (and What Damon Bonser, CEO of British Design Fund Looks for Instead) | 09 Apr 2025 | 01:03:16 | |
"There’s a huge amount of design talent in the UK—we just need more founders brave enough to commercialise it." In this episode of Why Design, I sit down with Damon Bonser, founder and CEO of the British Design Fund—a team of operators-turned-investors backing early-stage product businesses with real-world impact. Damon knows firsthand why most hardware startups fail—because he’s been through it himself. After launching over 400 products, navigating stock finance headaches, and scaling a business across the UK, US, and Asia, he sold his company and switched sides of the table. Now he backs founders with the potential (and grit) to build something meaningful. We talk about the real markers of investability—TRL5+, commercial clarity, protected IP—and why pitch decks and pretty prototypes don’t cut it. Damon shares his take on cashflow mastery, reshoring opportunities in the UK, and the red flags he sees too often when meeting founders. If you’re building a physical product, thinking about raising, or want a brutally honest take on early-stage investing—this one’s for you. 🔹 Built, Scaled, Sold – Damon’s journey from novelty bottle openers to running a 400-SKU business with global operations. 🔹 Why Most Hardware Startups Fail – Poor cashflow planning, overengineering, no route to revenue—and no real need for the product. 🔹 What the British Design Fund Looks For – A clear problem, TRL5 or above, manufacturing viability, and a founder with domain obsession. 🔹 Cashflow is King – Why understanding your margins and stock finance is non-negotiable in physical product businesses. 🔹 Sustainable Hardware That Matters – The BDF backs engineering-led solutions to real-world problems—not gadget fluff. 🔹 Red Flags for Investors – Founders who don’t know their numbers, haven’t tested assumptions, or treat manufacturing as an afterthought. 🔹 UK Hardware Advantage – Why the UK’s funding ecosystem, engineering talent, and reshoring momentum are aligned for growth. 🔹 From Founder to Funder – Damon’s switch from doing it all to helping others do it better—with lessons learned the hard way. 💬 “Most founders overengineer the product, underthink the business, and don’t plan for scale.” 💬 “We didn’t raise a penny—we bootstrapped the whole thing through sheer bloody-mindedness and cashflow juggling.” 💬 “You can’t outsource conviction. If you’re not obsessed with solving the problem, no one’s backing you.” 💬 “Don’t come to us with a pretty prototype—come with a plan to take it to market.” Resources & Links: 💼 Connect with Damon Bonser on LinkedIn 📬 Apply for Funding – Check the criteria and submit your startup. 👥 Join the Why Design community! Sign up for events, online huddles, and workshops: teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn – linkedin.com/in/mrchriswhyte 🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. 💬 PS – Don’t forget to subscribe so you never miss an episode! | |||
| Why 97% of Hardware Startups Fail (and How to Avoid It) with Sera Evcimen | 30 Apr 2025 | 00:57:53 | |
"97% of hardware startups fail. And a lot of the time, it’s the same mistakes repeated over and over again." In this episode of Why Design, I’m joined by Sera Evcimen, Founder of Pratik Development, Innovation Advisor at FORGE and Techstars Paris, and host of the hardware startup podcast The Builder Circle. Sera has built a career around one goal — helping hardware startups avoid the common pitfalls that so often derail promising ideas. She’s worked hands-on across cleantech, space, consumer tech, and robotics before launching Pratik to support deep tech founders with everything from system integration to supply chain and manufacturing strategy. We explore how Sera made the leap from startup engineer to fractional CTO/COO, what tribology (the study of friction and contact) taught her about mechanical failure modes, why product decisions define hiring needs, and how her podcast and meetups are helping to build a stronger hardware community on both sides of the Atlantic. If you're working in physical product development or dreaming of launching your own hardware startup, this one is packed with advice you can apply immediately. 🔹 Hardware is Hard – Why 97% of hardware startups fail, and how common pitfalls like sunk cost fallacy and rushing in-house manufacturing decisions play a part. 🔹 Fractional CTO and COO Work – How Sera plugs into teams to solve technical and operational challenges hands-on, from lab benches to factory floors. 🔹 Tribology Matters – Why understanding friction, wear, and lubrication can unlock better mechanical design and reduce failure rates. 🔹 Product Decisions Shape Teams – How technical choices early on define who you need to hire later. 🔹 Builder Circle Podcast – Amplifying the voices of engineers and operators, not just founders, to share deep practical lessons for startups. 🔹 Community Building – How meetups and peer support networks like Hardware Meetup London are strengthening the hardware ecosystem. 🔹 Authenticity in Hardware – Why admitting risks, asking for help, and being open about challenges makes you more investable, not less. 📌 Memorable Quotes: 💬 “You shouldn’t wait until every little detail is perfect. Test your product as soon as possible with someone willing to use it and willing to pay for it.” 💬 “Hardware is a system. Product decisions define your hiring needs and shape the future of your company.” 💬 “Tribology sounds obscure but it is everywhere. It’s the hidden science behind why machines fail.” 💬 “Focus on being interested, not interesting. That’s the best way to network in the hardware community.” Resources & Links: 🌍 Connect with Sera Evcimen on LinkedIn 🎙️ Listen to The Builder Circle Podcast 🏢 Learn more about Pratik Development Join the Why Design community! Sign up for events, online huddles, and workshops: teamkodu.com/events Follow Chris Whyte on LinkedIn – linkedin.com/in/mrchriswhyte Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. PS – Don’t forget to subscribe so you never miss an episode! | |||
| Designing a Better Future with Seaweed: Georgios Gkotsis on Replacing Plastics at Scale | 23 Apr 2025 | 00:52:37 | |
“There’s a huge amount of innovation in sustainable materials—but very few are truly built around the problem.” In this episode of Why Design, I’m joined by Georgios Gkotsis, CTO at Kelpi, a Bristol-based startup creating high-performance seaweed-based coatings to replace fossil plastics in long shelf life packaging. Georgios has built a career at the intersection of material science, sustainability and engineering strategy. From early R&D at Procter & Gamble and Unilever to cutting-edge biomaterials at Xampla and now Kelpi, he’s seen firsthand what it takes to take an idea from lab bench to supermarket shelf. We talk about Kelpi’s mission-first approach, the commercial and technical complexity of replacing plastic, and Georgios’ personal journey from hands-on scientist to startup CTO. If you’re working in deep tech, materials innovation, packaging, or care about solving the plastic problem in a commercially viable way—this episode is a must-listen. 🟢 Mission Before Tech – Why Kelpi started with a bold question, not a breakthrough material. 🌱 The Power of Seaweed – A renewable, fast-growing feedstock with real promise for circular packaging. 📦 Replacing Plastic Isn't Plug-and-Play – A deep dive into shelf life, barrier properties, and realistic client expectations. 🧪 From MVP to Market – Why minimum viable products don’t need to be perfect, but they do need validation. ⚙️ Transition to Leadership – How Georgios shifted from doing the work to setting strategy and building a world-class team. 🔁 The Startup Balancing Act – Navigating limited runway, client partnerships, and scaling without owning a factory. 🧠 Using AI in R&D – Why machine learning could accelerate material science and cut years off innovation cycles. 🚀 What's Next for Kelpi – Scaling to tonnes, launching with brands, and expanding the product development team. 💬 “You can’t just swap plastic for a new material and expect it to behave the same. It’s a journey—not a transaction.” 💬 “If you don’t design for the whole lifecycle—materials, performance, shelf life, disposal—you’re not solving the problem.” 💬 “As CTO, your job shifts from doing things to building the team that can do them better than you ever could.” 💬 “AI won’t replace chemists. But it will speed up the work they do—and that’s how we close the sustainability gap faster.” Resources & Links: 🔗 Connect with Georgios Gkotsis on LinkedIn 📩 Contact the Kelpi team – hello@kelpi.net 👥 Join the Why Design community! Sign up for events, online huddles, and workshops: teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn – linkedin.com/in/mrchriswhyte 🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. PS – Don’t forget to subscribe so you never miss an episode! | |||
| Why Nick Ford Drove a Lorry Over a Prototype (and What It Taught Him About Design) | 07 May 2025 | 00:54:19 | |
“We weren’t going to prove durability with a spreadsheet — we needed to drive a lorry over it and watch what happened.” In this final episode of Series 2, I sit down with Nick Ford, founder of PipSqueak 3D and Patent Ferret, to explore how a nontraditional path — from sweeping workshop floors to designing urban furniture used across London — shaped his approach to design, business, and innovation. Nick shares the full story behind one of his most iconic projects, the Westminster Tulip Bollard, including the now-famous moment when they drove a lorry over the prototype to prove its durability. Along the way, we unpack lessons from 20+ years of running PipSqueak, why small teams often outperform larger ones, and how Nick’s latest venture, Patent Ferret, is helping manufacturers uncover hidden value in their intellectual property. This conversation is full of practical insights, real-world anecdotes, and a refreshing take on what resilience really looks like in design. Key Takeaways:🔹 Why small, nimble teams can solve complex problems more effectively than bigger consultancies 🔹 How the Westminster Tulip Bollard project became a case study in resilience and real-world testing 🔹 What happens when you stress-test your designs by literally driving a lorry over them 🔹 Lessons learned from business insolvency, perseverance, and building a consultancy for the long haul 🔹 Why intellectual property (IP) matters for SMEs, not just big players 🔹 How to unlock value in overlooked ideas, patents, and product concepts 🔹 The importance of building pathways for young people through STEM work experience 📌 Memorable Quotes: 💬 “We weren’t going to prove durability with a spreadsheet — we needed to drive a lorry over it and watch what happened.” 💬 “Failure isn’t the right word — it’s part of the process. We need better language for it.” 💬 “If you don’t understand IP, you don’t understand business.” 💬 “We only work for people we like or respect. That’s been a core principle from the start.” 💬 “Small inventors can change the world, but they need to go in with their eyes open.” Resources & Links: 🌍 Connect with Nick Ford on LinkedIn 🏢 Learn more about PipSqueak 3D 👥 Join the Why Design community: events, huddles, and workshops → teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn → linkedin.com/in/mrchriswhyte 🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. 💬 PS – Subscribe so you never miss an episode! | |||
| How to Stand Out in a Crowded Job Market | Bonus Episode | 28 May 2025 | 01:00:28 | |
Episode Summary In this special live episode, Chris Whyte, founder of Kodu and host of Why Design, delivers an energetic and insight-packed session to design students on how to stand out in a competitive job market. Drawing from 12+ years of experience and dozens of podcast conversations with design leaders, Chris shares practical advice on everything from CV writing to LinkedIn networking, preparing for interviews, and unlocking hidden job opportunities. This is a must-listen for any early-career designer or student ready to land that first big opportunity. What You’ll LearnCrafting Standout Applications
Cutting Through the Noise
Nailing the Interview
Job Search Tactics That Work
Building a Better LinkedIn Presence
Top Takeaways
Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/ Learn more about Kodu Recruitment: https://teamkodu.com/ | |||
| How Brett Lovelady Helped Shape Modern Industrial Design (and Why He’s Still Just Getting Started) | 23 Jul 2025 | 01:13:59 | |
“The goal was always to amplify design’s value — not just make pretty stuff.” We’re kicking off Series 3 with a true heavyweight in the world of industrial design — Brett Lovelady, founder of the legendary ASTRO Studios and spin-off brand ASTRO Gaming. Brett has spent three decades leading design, brand, and product strategy for culture-shifting companies like Nike, Xbox, HP, Sony, Dell, Logitech, and many more. His work has helped generate over $100 billion in new revenue for clients worldwide, and shaped some of the most iconic tech and lifestyle products of the last 30 years. In this conversation, we unpack the story behind ASTRO’s rise, how ASTRO Gaming became one of the most respected brands in gaming hardware, and what Brett’s learned from building design-led companies from the ground up. Brett’s focus is now on collaborating with founders, investing in design-led innovation, and helping creative people have more impact — without losing the soul of what makes design matter. Key Takeaways: 🛠️ From agency to venture – How ASTRO Studios evolved from consultancy to brand builder 🎮 ASTRO Gaming's origin story – What happened when designers built their own product company 🎯 Design with conviction – Why standing by your ideas is as important as listening to users 📈 Design drives value – How design leadership contributed to billions in revenue for global clients 🔁 Building and exiting – Brett's experience co-founding and exiting multiple VC-backed companies 👥 People, not just projects – Why mentoring, team culture, and design communities matter more than ever
📌 Memorable Quotes: 💬 “Designers don’t have to wait to be asked. They can originate ideas, shape strategy, and lead.” 💬 “We weren’t chasing scale, we were chasing significance.” 💬 “If you want to build a great culture, start with trust and shared ambition.” 💬 “We built ASTRO Gaming with conviction. We used our own money, took risks, and made decisions quickly — like a product company should.” Resources & Links: 🌍 Connect with Brett Lovelady on LinkedIn 🌍 Follow Brett's new studio - AllStar Design
🎥 Watch full episodes on YouTube 🎵 TikTok: @_whydesign 👥 Join the Why Design community: events, huddles, and workshops → teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn → linkedin.com/in/mrchriswhyte 🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. 💬 PS – Subscribe so you never miss an episode! About Kodu Why Design is produced by Kodu, a recruitment partner to ambitious hardware brands, design consultancies, and product start-ups. We help founders and teams identify, attract, and hire the best talent across industrial design, mechanical engineering, and product leadership. Learn more at teamkodu.com. | |||
| How to Launch a Consumer Tech Product That Actually Matters with Emilie Williams | 30 Jul 2025 | 01:09:13 | |
“It wasn’t just about a new product — it was about a new category.” In this episode of Why Design, I speak with Emilie Williams, industrial designer and co-founder of Hydrific, a new venture within LIXIL focused on building smarter, more sustainable water products for the home. Based in New York, Emilie has led the creative direction behind dozens of kitchen and bath products for household names like American Standard, Brizo, and Delta. Now at Hydrific, her work spans product design, branding, and business development — all aimed at rethinking how we use and value water in everyday life. We talk about what it takes to build a design-led venture inside a global corporation, why climate-conscious innovation needs both urgency and nuance, and how Emilie’s journey from graphic design intern to IDSA-recognised design leader has shaped her perspective on user needs, brand identity, and long-term impact. Key Takeaways: Why smart water tech is still underserved — and where the opportunity lies Designing a new category vs. launching another product What it looks like to build a brand, team and hardware platform simultaneouslyy The difference between greenwashing and grounded sustainability Lessons from leading design at scale — from Delta Faucet to LIXIL How Emilie bridges brand, physical product, and human experience Why visibility, equity and representation still need work in design leadership
📌 Memorable Quotes: “Our brief was water stress. Not style, not finish. Water.” “You don’t have to have it all figured out — you just have to listen and keep showing up.” “We’re not here to make a gadget. We’re here to shift behaviour.” “Designing inside a giant corporation takes both conviction and patience.”
Resources & Links: Connect with Emilie Williams on LinkedIn
Watch full episodes on YouTube Follow Why Design on Instagram TikTok: @_whydesign Join the Why Design community: events, huddles, and workshops → teamkodu.com/events Follow Chris Whyte on LinkedIn → linkedin.com/in/mrchriswhyte Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. PS – Subscribe so you never miss an episode! About Kodu Why Design is produced by Kodu, a recruitment partner to ambitious hardware brands, design consultancies, and product start-ups. We help founders and teams identify, attract, and hire the best talent across industrial design, mechanical engineering, and product leadership. Learn more at teamkodu.com | |||
| From Prototype to 200k Products: The Embr Labs Story with Sam Shames | 06 Aug 2025 | 00:45:31 | |
“What happened was just the market need was so strong… it kept pulling us forward.” — Sam Shames In this episode, Chris sits down with Sam Shames — materials engineer, MIT grad, and co-founder of Ember Labs, the company behind the Ember Wave: a wearable that helps people regulate temperature and reclaim comfort on their terms. Over the last 12 years, Sam has led Ember from a student side project to a real business, launching two hardware generations, shipping over 200,000 units, and recently pivoting to a subscription model that’s rare in consumer wearables. We talk product-market fit in hardware, solving real pain points like hot flashes, scaling with a lean team, and what it really takes to make a physical product company sustainable, both financially and environmentally. Key Takeaways: 🚀 The prototyping contest that sparked Embr Labs, and the overheated lab that started it all 🚀 From student side project to Kickstarter success (and 4 years of learning in between) 🚀 Building circularity into hardware, and why refurbishment isn’t just a sustainability play 🚀 Subscriptions in wearables, how $20/month changed everything for Ember 🚀 Designing for real needs, from aesthetics to AI that predicts hot flashes 🚀 Founder evolution; why Sam stepped back and hired a CEO to scale the business Memorable Quotes: 🟰 “We thought it was going to take six months. It ended up taking four years.” 🟰 “It's never too early to think about manufacturing. Prototypes and products are worlds apart.” 🟰 “At some point, we realized this wasn’t just a cool project. It needed to become a real business.” 🟰 “The leap from Gen 2 to Gen 3 will feel like going from a flip phone to a smartphone.” Resources & Links: 🌍 Connect with Sam Shames on LinkedIn 🧊 Explore Embr Labs https://www.embrlabs.com 🎥 Watch full episodes on YouTube 📸 Follow on Instagram 🎵 TikTok: @_whydesign 👥 Join the Why Design community: events, huddles, and workshops → teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn → linkedin.com/in/mrchriswhyte 🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. 💬 PS – Subscribe so you never miss an episode! About Kodu Why Design is produced by Kodu, a recruitment partner to ambitious hardware brands, design consultancies, and product start-ups. We help founders and teams identify, attract, and hire the best talent across industrial design, mechanical engineering, and product leadership. Learn more at teamkodu.com. | |||
| $1,000, a Suitcase, and a Portfolio: How Stuart Lee Built Prime Studio on Grit and Relationships | 13 Aug 2025 | 01:05:16 | |
From Scarborough to Midtown Manhattan, Stuart Lee’s journey is one of grit, curiosity, and unshakable design intuition. In this episode, Chris sits down in person with Stuart to explore the formative moments that led to the founding of Prime Studio — the product and brand design consultancy behind household names like Harry’s, Welly, and MoMA. Stuart shares how rewiring motors and welding steel during his early apprenticeship helped him think more empathetically about design for manufacture, why he sees himself as a design doer (not a design thinker), and what still excites him after 27 years leading his own studio. It’s a rich, no-frills conversation on design craft, business instinct, and the value of simply being a good person in a small industry. In This Episode The Yorkshire lad who arrived in NYC with a suitcase and a portfolio Smart Design, Able, and the building blocks of Prime Studio “The design we do is never just design — it's operations, manufacturing, supply chain.” Why Stuart never plans too far ahead (and how that’s worked just fine) Lessons from building long-term client partnerships, from Unilever to Harry’s Teaching the next generation: real talk on job hunting, ChatGPT cover letters, and why “Dear Hiring Manager” just doesn’t cut it Royalties, equity, and what designers should really know about contracts “As a consultant, your only value is your people.” Quotes to Remember “It's work you're looking for, so you have to work at it.” “I’m not a planner. I kind of ride the wave — but I’ve been riding it for 27 years.” “I always say Smart Design is where I learned to be a designer. Able is where I learned the business of design.” “Royalties smooth things out. You might not get the big equity payout, but you get forecastable cash flow — and that’s everything in business.” 🔎 Resources & Links 💼 Connect with Stuart on LinkedIn 🎥 Watch full episodes on YouTube 🎵 TikTok: @_whydesign 👥 Join the Why Design community: events, huddles, and workshops → teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn → linkedin.com/in/mrchriswhyte About Kodu Why Design is produced by Kodu, a recruitment partner to ambitious hardware brands, design consultancies, and product start-ups. We help founders and teams identify, attract, and hire the best talent across industrial design, mechanical engineering, and product leadership. Learn more at Home - Kodu | |||
| Why Most Design-Led Founders Fail (And How to Avoid It) | Jordan Nollman, Sprout | 20 Aug 2025 | 01:19:13 | |
Most founders obsess over the product. Jordan Nollman says that’s the wrong game. “We don’t just design the product. We design the tribe around it.” In this episode of Why Design, Chris talks with Jordan Nollman, CEO and Chief Creative Officer of Sprout Studios. For over 20 years, Jordan has helped brands like Nike, Bose, and Microsoft create products that don’t just look good — they shape culture. From launching a consultancy during the 2008 recession to building a multi-disciplinary team across hardware, packaging, UX, and venture design, Jordan reveals what early-stage founders usually get wrong and how design can make or break a company’s trajectory. 👉 If you’re building hardware or leading a design team, hit subscribe now — this is 45 minutes that will change how you think about design. What You’ll Learn 🌱 How starting a studio in a recession forced Sprout to out-innovate competitors 🎯 The branding mistake most founders make (and how to avoid it) 👟 What Nike and Burton taught Jordan about community-driven design 📦 Why great products fail without packaging, UX, and marketing in sync 🧠 The rookie errors early-stage teams make around design maturity 🤝 How Sprout partners with founders and VCs to turn design into long-term value 🔄 How Jordan grew from junior designer to CCO while staying hands-on with clients 👉 Enjoying these insights? Don’t just listen — join the Why Design community. Connect with founders, engineers, and design leaders at teamkodu.com/events. Memorable Quotes 💬 “If you’re just making objects, you’re already dead. We build tribes.” 💬 “Designers need to speak the language of business, not just form.” 💬 “Culture is the lens we design through. Without it, you’re just making stuff.” 💬 “If you want brand love, you need more than function.” Resources & Links 🌍 Connect with Jordan Nollman on LinkedIn https://www.linkedin.com/in/jnollman/ 🏢 Explore Sprout Studios https://sprout.cc/ 🎥 Watch full episodes on YouTube Why Design? - YouTube 📸 Follow on Instagram https://www.instagram.com/whydesignxkodu 🎵 TikTok: @_whydesign 👥 Join the Why Design community → teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn → linkedin.com/in/mrchriswhyte 🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music 👉 Subscribe to Why Design on Spotify, Apple, or YouTube so you never miss an episode. If this resonated, share it with another founder who needs to hear it. About Kodu Why Design is produced by Kodu, a recruitment partner to ambitious hardware brands, design consultancies, and product start-ups. We help founders and teams identify, attract, and hire the best talent in industrial design, mechanical engineering, and product leadership. Learn more at teamkodu.com. | |||
| Daydreaming and Other Unconventional Career Lessons with Jude Pullen | 27 Aug 2025 | 01:15:00 | |
Most careers follow a path. Jude Pullen chose not to. “I like being intellectually promiscuous; finding new tribes, then coming back with fresh ideas.” In this episode of Why Design, Chris talks with Jude Pullen; creative technologist, prototyper, and storyteller. Jude’s career spans Dyson, Sugru, and Lego, with projects ranging from poetic air-quality monitors to complex hardware systems. Today, he splits his time between the RCA and Lego, while advising companies on technology, creativity, and play. From challenging the myth of the “forever job” to reframing daydreaming as essential design work, Jude shares how portfolio careers unlock creative freedom, and why diversity, vulnerability, and playfulness are the real engines of innovation. 💬 Keep the conversation going! Join the community and go beyond the podcast! http://teamkodu.com/events
What You’ll Learn 💼 Why the “forever job” is outdated and what portfolio careers make possible 💭 How daydreaming and downtime can fuel serious innovation 🐦 The evolution of Jude’s open-source Good Air Canary project and why metaphors matter in design 🤝 The power (and challenge) of building truly diverse teams across age, class, and background 🌱 How vulnerability and “safe spaces” help unlock team creativity ☯️ Why design needs more debate, discomfort, and cross-pollination to thrive 🛠️ The role of prototyping not just products, but ideas and conversations 👉 Enjoying these insights? Don’t just listen, join the Why Design community. Connect with founders, engineers, and design leaders at teamkodu.com/events. Memorable Quotes 💬 “I follow fear. Where there’s uncertainty in AI, diversity, sustainability, that’s where creativity lives.” 💬 “I’m not interested in the tech for its own sake. The question is: should we make this, and what are the consequences?” 💬 “Daydreaming is design practice. Busy isn’t the same as productive.” 💬 “The best teams aren’t homogenous, they’re messy, diverse, and sometimes uncomfortable.” 💬 “Play is underrated in business. If you want real breakthroughs, start with curiosity, not quarterly reports.” Resources & Links 🌍 Connect with Jude Pullen on LinkedIn 🔗 Explore JudePullen.com
🎥 Watch full episodes on YouTube 📸 Follow on Instagram 🎵 TikTok: @_whydesign 👥 Join the Why Design community → teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn 🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music whydesign.club 👉 Subscribe to Why Design on Spotify, Apple, or YouTube so you never miss an episode. If this resonated, share it with a friend or colleague who’s rethinking their career path. About Kodu Why Design is produced by Kodu, a recruitment partner to ambitious hardware brands, design consultancies, and product start-ups. We help founders and teams identify, attract, and hire the best talent in industrial design, mechanical engineering, and product leadership. Learn more at teamkodu.com | |||
| Why the World Needs Designers Now More Than Ever With Dan Harden, CEO of Whipsaw | 24 Sep 2025 | 01:28:17 | |
“The world needs design more now than ever.” Most designers want to make beautiful things. Dan Harden wants to make meaningful ones. From building dangerous go-karts as a kid to designing more than 1,000 products (and winning 350+ awards), Dan’s career has been a masterclass in lasting impact. As CEO and founder of Whipsaw, Dan has shaped the modern design landscape while staying grounded in what truly matters: solving real problems for real people. In this episode of Why Design, Dan shares how he turned a passion for sketching and making into a globally respected studio, why the best designers obsess over details, and how to cultivate curiosity, clarity, and creativity over a 30+ year career. Don’t just listen. Go beyond the podcast. Join the Why Design community → teamkodu.com/events What You’ll Learn 👇 🌀 Why the “why” of design matters more than ever 🪚 The discipline behind great design (and why it's more than a sketch) 🔥 How passion, grit, and inspiration fuel longevity 📐 What makes a design transcendent, not just functional 🌍 Why industrial designers must think beyond consumerism
Memorable Quotes 💬 “There are fundamentals about design that haven’t changed.” 💬 “Creativity is not a tool you turn on, it’s a way of life.” 💬 “Don't contribute to the malaise. Don’t do shitty products.” 💬 “You can be creative designing a bolt.” 💬 “Design should be gifting, not just commerce.” Resources & Links 🧠 Connect with Dan Harden on LinkedIn: https://www.linkedin.com/in/dan-harden-62389435/ 🏢 Explore Whipsaw’s work: 🎧 Listen to Prism, Dan’s podcast: https://open.spotify.com/show/1ZHZoL0hOdzZfRcgAXeuvh?si=40de5239ef2548fc 🎥 Watch full episodes on YouTube → youtube.com/@whydesignpod 📸 Follow on Instagram → @whydesignxkodu 🎵 TikTok → _whydesign 👥 Join the Why Design community → teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn → linkedin.com/in/mrchriswhyte 🎧 Listen on Spotify, Apple Podcasts, YouTube & Amazon → whydesign.club 👉 Keep the conversation going. Join the Why Design community → teamkodu.com/events 📲 Subscribe on Spotify, Apple, or YouTube so you never miss an episode. 👥 If this resonated, share it with a friend, designer, or team leader navigating their own creative journey. About Kodu Why Design is produced by Kodu, a recruitment partner to ambitious hardware brands, design consultancies, and product start-ups. We help founders and teams hire top talent across industrial design, mechanical engineering, and product leadership. 🔗 Learn more → teamkodu.com | |||
| From Brain Surgery to Breakthrough: How Kenny Perkins Built the First E-Bike Helmet for Kids | 17 Sep 2025 | 01:10:18 | |
“You have to be a certain kind of crazy to be a founder, especially in physical products.” Most people want to build something. Kenny Perkins actually did. After nearly dying in a car accident his senior year, Kenny clawed his way into the design world; starting at Fossil, shifting to helmets, and eventually co-founding Osmo, the first kids’ helmet to meet the e-bike safety standard. In this episode of Why Design, Kenny shares the journey from rebuilding a Mustang with his dad at 15 to building Impact Lab, a startup studio funding its own consumer brand, Osmo, by designing life-saving protection for others. Don’t just listen. Go beyond the podcast. Join the Why Design community → teamkodu.com/events What You’ll Learn 👇 💥 How a near-death experience reshaped his entire outlook on work 🚲 The overlooked safety gap for kids in the e-bike revolution 🛠️ Why physical product founders need grit, guts, and patience 📐 How Osmo designed with parents and kids, not just for them 📈 The smart way Kenny self-funded a startup without outside capital
Memorable Quotes 💬 “I saw a dad wearing a helmet I designed… and two kids wearing ones I also designed but not for e-bikes. That stuck with me.” 💬 “We didn’t just design for families. We designed with them.” 💬 “This changed my relationship with work entirely.” Resources & Links 🌍 Connect with Kenny Perkins on LinkedIn: https://www.linkedin.com/in/kennethjperkinsdesign/ 🛡️ Explore Osmo Helmets: https://www.ozmohelmets.com/ 🏢 Learn more about impctLAB https://www.impctlab.com/
🎥 Watch full episodes on YouTube → http://www.youtube.com/@whydesignpod 📸 Follow on Instagram → https://www.instagram.com/whydesignxkodu/ 🎵 TikTok → @_whydesign 👥 Join the Why Design community → teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn → https://linkedin.com/in/mrchriswhyte 🎧 Listen on Spotify, Apple Podcasts, YouTube & Amazon → www.whydesign.club
👉 Keep the conversation going. Join the Why Design community → teamkodu.com/events 📲 Subscribe on Spotify, Apple, or YouTube so you never miss an episode. 👥 If this resonated, share it with a friend or colleague navigating their own founder or design journey. About Kodu Why Design is produced by Kodu, a recruitment partner to ambitious hardware brands, design consultancies, and product start-ups. We help founders and teams hire top talent across industrial design, mechanical engineering, and product leadership. 🔗 Learn more → teamkodu.com | |||
| How Jordan Diatlo Went From Layoff to Leadoff | 10 Sep 2025 | 01:07:11 | |
“I got laid off weeks before my first child was born… and I was so happy.” Most people panic when they lose a job. Jordan Diatlo built a business. Just weeks before becoming a dad, Jordan was laid off. Instead of spiraling, he used it as fuel to start Leadoff Studio — now one of New York’s go-to design consultancies for health & wellness brands. In this episode of Why Design, Jordan shares how he went from rejected by corporate to building a values-driven studio that’s helped startups like Roman and Dame become category leaders. Don’t just listen. Go beyond the podcast. Join the Why Design community → teamkodu.com/events What You’ll Learn 👇 🔥 Why getting fired was the best thing that ever happened to him 🏗️ The 5 values that drive every hire, project, and partnership at Leadoff 🎯 How “niching down” created bigger opportunities 📑 The portfolio formula that makes designers stand out 👨👩👧 Why time > money when balancing family and business Memorable Quotes 💬 “I got laid off with a kid on the way, and I was so happy.” 💬 “Somebody else’s win should feel as important to you as your own.” 💬 “Design isn’t just about objects, it’s communication.”
Resources & Links 🌍 Connect with Jordan Diatlo on LinkedIn: https://www.linkedin.com/in/jordandiatlo/ 🏢 Explore Leadoff Studio: https://leadoffstudio.com/
🎥 Watch full episodes on YouTube → http://www.youtube.com/@whydesignpod 📸 Follow on Instagram https://www.instagram.com/whydesignxkodu/ 🎵 TikTok: @_whydesign 👥 Join the Why Design community → teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn 🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music → www.whydesign.club 👉 Keep the conversation going! Join the Why Design community and go beyond the podcast → teamkodu.com/events 📲 Subscribe to Why Design on Spotify, Apple, or YouTube so you never miss an episode. 👥 If this resonated, share it with a friend or colleague who’s rethinking their career path. ⚡ About Kodu Why Design is produced by Kodu, a recruitment partner to ambitious hardware brands, design consultancies, and product start-ups. We help founders and teams hire top talent across industrial design, mechanical engineering, and product leadership. Learn more → teamkodu.com | |||
| From Basement to 8-Figures: Reekon Tools & the Future of Hardware with Christian Reed | 03 Sep 2025 | 01:00:45 | |
Most hardware startups die broke. Christian Reed’s didn’t. He turned a basement side project into Reekon Tools, an 8-figure construction-tech brand with tools that don’t break, content that hit 300M+ views, and a cult following of tradespeople. In this episode of Why Design, Chris sits down with Christian to break down exactly how he went from MIT → military → Formlabs → scaling one of the most talked-about startups in hardware. 👉 Want more insights from world-class builders? Join the Why Design community → teamkodu.com/events What You’ll Learn
Memorable Quotes 💬 “Hardware development is a muscle activity. You just have to muscle through it. It never gets easier.” 💬 “If you can’t make content and you don’t appreciate design, you’re just shooting yourself in the foot.” 💬 “If you’re scared of AI, to be frank, it probably just means you’re not a good designer.” 👉 Love this? Subscribe to Why Design on Spotify, Apple Podcasts, YouTube, or Amazon Music so you never miss an episode.
Links & Resources 🌍 Connect with Christian Reed on LinkedIn: https://www.linkedin.com/in/christianrreed/ 🔗 Explore Reekon: https://www.reekon.tools/
🎥 Watch full episodes on YouTube 🎵 TikTok: @_whydesign 👥 Join the Why Design community: events, huddles, and workshops → teamkodu.com/events 🔗 Follow Chris Whyte on LinkedIn → linkedin.com/in/mrchriswhyte 🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. whydesign.club 👉 Ready to go deeper? Join the Why Design community → teamkodu.com/events | |||
| Dr Vicky Lofthouse: Why Context Matters More Than ‘Less Plastic’ in Sustainable Design | 12 Nov 2025 | 01:00:30 | |
When it comes to sustainability, good intentions aren’t enough. For Dr Vicky Lofthouse, sustainability isn’t a checkbox or a materials swap, it’s a mindset shift. As a designer, educator and now founder of En-Able Sustainability, she’s spent over two decades helping companies move past the buzzwords and into the messy, meaningful reality of sustainable product design. In this episode of Why Design, Vicky joins Chris Whyte to explore what sustainability really looks like in practice; from balancing carbon impact with commercial constraints to understanding why context matters more than any single material choice.
Don’t just listen. Go beyond the podcast. Join the Why Design community → teamkodu.com/events What You’ll Learn 🌍 Why “make it sustainable” is the wrong brief ⚙️ How context defines what “better” actually means 🔁 What circular design looks like in real product teams 🧠 Why less plastic isn’t always the right answer 📈 How evidence beats assumptions in sustainable decision-making 💡 The mindset shift every designer and engineer needs to make
Memorable Quotes 💬 “Sustainability isn’t a checklist, it’s a mindset.” 💬 “Sometimes the right answer isn’t the obvious one.” 💬 “Context changes everything.” 💬 “I help companies integrate sustainability and circularity into what they do, not just what they make.” 💬 “Progress doesn’t start with perfection; it starts with questions.” Resources & Links 🎧 Listen on Spotify, Apple Podcasts, YouTube & Amazon → whydesign.club 👥 Join the Why Design community → teamkodu.com/events
🌿 Learn more about Enable Sustainability → EN:ABLE Sustainability | Sustainability support for purpose driven manufacturers 👤 Connect with Dr Vicky Lofthouse → https://www.linkedin.com/in/dr-vicky-lofthouse-41b4a6/ 🎥 Watch full episodes → YouTube.com/@whydesignpod 📸 Instagram → @whydesignxkodu 🎵 TikTok → _whydesign 🔗 Follow Chris Whyte → linkedin.com/in/mrchriswhyte 📲 Subscribe on Spotify, Apple or YouTube so you never miss an episode. 👥 Share this with a designer, engineer or founder rethinking what better really means.
About the Episode Why Design is powered by Kodu, a specialist recruitment partner for the hardware and product-development industry. Through candid conversations with designers, engineers, and creative leaders, we explore not just what they build, but why they build it; the belief, doubt, and persistence behind meaningful innovation.
About Kodu Why Design is produced by Kodu, a recruitment partner for ambitious hardware brands, design consultancies, and product start-ups. We help founders and teams hire top talent across industrial design, mechanical engineering, and product leadership. 🔗 Learn more → teamkodu.com | |||