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PODCAST

WHY DESIGN?

Chris Whyte | Kodu

Why Design is a podcast exploring the stories behind hardware and physical product development. Hosted by Chris Whyte, founder of Kodu, the show dives into the journeys of founders, senior design leaders, and engineers shaping people and planet-friendly products. Formerly "The Design Journeys Podcast", each episode uncovers pivotal career moments, lessons learned, and behind-the-scenes insights from industry experts. Whether you’re a designer, engineer, or simply curious about how great hardware

arts design

All Episodes

01:21:45

Why Getting Into John Lewis Still Wasn't Enough |...

WHY DESIGN? ·

2026/04/22

What does it actually cost to build a hardware brand from inside a design agency?In this episode of Why Design, Phil Staunton shares the belief that sits at the heart of his work: that product design is only as good as the honesty you bring to it.Not just the honesty with clients about what their product needs, but with yourself about what you do not know yet.Rather than staying comfortable in the consultancy model, Phil chose to put his own money into a consumer pushchair brand, take it to John

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01:08:32

Why the best hardware careers look like wrong turns...

WHY DESIGN? ·

2026/04/16

What do you do when the work you're best at starts to feel like the problem?In this episode of Why Design, Felicity Boyce shares the belief that sits at the heart of her work: that understanding how something is made, at factory scale, under pressure, with the wrong release agent and a cycle time that doesn't add up, is more valuable than any theory you carry out of university.As Head of Material Innovation at Koroyd, she leads the development of the tubular core technology that is now inside

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01:08:22

Why the Softest Fruit is the Hardest Engineering...

WHY DESIGN? ·

2026/04/08

What does it take to solve a problem nobody else is willing to attempt, in a country 10,000 miles away, with a 15-person team and an active fundraise running in the background?In this episode of Why Design, Sid Shaikh shares the belief that sits at the heart of his work: that the hardest engineering problems are the right ones to go after, and that the difference between a startup that scales and one that stalls is almost always about whether the team is solving the actual bottleneck or just the

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01:06:23

Why Half the Country Can't Access Clean Energy, And...

WHY DESIGN? ·

2026/04/01

What if the biggest gap in the clean energy transition isn't technology or politics, but simply who the products were designed for?In this episode of Why Design, Rob Hallifax shares the belief that sits at the heart of his work: that half the country has been left behind by clean energy, and that the right physical product can change that. Rob is co-founder of Windfall Energy, a company building a compact home battery specifically for renters and flat-dwellers, the people for whom solar panels, heat

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59:59

Why Nobody Fixed This $12 Billion Surgical Problem,...

WHY DESIGN? ·

2026/03/25

What does it take to redesign a surgical instrument that nobody has touched in sixty years?In this episode of Why Design?, Liz McGloughlin shares the belief that sits at the heart of her work: that hardware problems worth solving are the ones nobody has bothered to solve yet, and that the best place to find them is not a trend report but an operating room.Rather than following a conventional route into medical devices through engineering alone, Liz brought a clinical lens to a design problem,

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01:06:54

Why the Worst Thing You Can Do Is Be the Designer...

WHY DESIGN? ·

2026/03/18

What does it take to walk into a deep tech startup as the only industrial designer... Earn the trust of thirty engineers, and... Build a design identity so thoroughly baked into the product that no one can ever cost-optimise it out? In this episode of Why Design, Dan Salisbury shares the belief that sits at the heart of his work: that design isn't a layer you apply at the end, it's the structure you build from the inside, or it's nothing at all. Rather than staying in consultancy, Dan chose to go

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01:03:54

Why Fertility Treatment Is Broken (And What Needs to...

WHY DESIGN? ·

2026/03/11

What if the most important fertility treatment of the last decade wasn’t invented in a clinic, but built from scratch, during a lockdown, by someone who had never worked in medicine? In this episode of Why Design, Tess Cosad shares the belief that sits at the heart of Béa Fertility: that compassionate, clinical-grade care should be available to everyone, not just those who can afford a private clinic, survive a two-year waiting list, or live near the right postcode. Rather than accepting the gap

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01:14:47

From Folding Bikes to Electric Aircraft: The Design...

WHY DESIGN? ·

2026/01/28

What connects a folding bicycle, a kitchen tool, and an electric ultralight aircraft? For Mark Sanders, the answer isn’t the category, it’s the thinking. In this episode of Why Design, Mark joins host Chris Whyte to reflect on a career that spans more than four decades of designing, engineering, and inventing across radically different industries. From his early work as a mechanical engineer at Rolls-Royce, to retraining at the Royal College of Art, to licensing over 100 commercialised products,

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01:09:47

The Quiet Discipline Behind Long-Lasting Design...

WHY DESIGN? ·

2026/01/21

In an industry that often celebrates rapid growth, visibility, and bold ambition, there’s a quieter reality that rarely gets attention: The design businesses that last aren’t built through speed. They’re built through discipline. Through showing up consistently. Through making careful decisions when shortcuts are tempting. Through taking responsibility for outcomes, not just ideas. In this episode of Why Design, Paul Metaxatos, Principal and Owner of Motiv Design, joins host Chris Whyte to unpack

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01:03:10

Why Design Should Take Over the World: A Conversation...

WHY DESIGN? ·

2026/01/14

What if design wasn’t just a function… but a way of thinking about the world?In this episode of Why Design, Tylan Tschopp shares a belief that sits at the heart of his career: that design, when combined with engineering rigour and ownership, has the power to shape better products, better teams, and ultimately, better outcomes for people.Rather than choosing between design or engineering, Tylan chose the space in between. That decision led him to roles defined by responsibility, momentum and scale

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01:02:32

How Paul Marshall Built Rapid Fluidics into a Global...

WHY DESIGN? ·

2025/12/17

What connects offshore engineering, inkjet printers, molecular diagnostics and a small workshop in a church in Newcastle?For Paul Marshall, it’s all part of the same journey: a lifelong fascination with how things work, and a belief that good engineering can solve meaningful problems.Paul is the co-founder of Rapid Fluidics, a UK consultancy and prototyping company specialising in microfluidic cartridges. What began as a part-time side project; evenings, weekends and two 3D printers in a rented room

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01:14:01

Leading with Purpose: How Will Butler-Adams Scaled...

WHY DESIGN? ·

2025/12/10

What happens when you mix engineering instinct, a folding bike prototype built by an eccentric inventor, and a chance conversation with a stranger on a London bus?For Will Butler-Adams, it became the start of a 20-year journey transforming Brompton from a tiny, chaotic workshop into one of Britain’s most recognisable global brands.Today, Brompton bikes are commonplace in cities across the world. But when Will joined in 2002, the company had “a stock turn of one… tons and tons of racking pallets… and

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58:01

Designing Play: How Rémi Bigot Built Bitpong and a...

WHY DESIGN? ·

2025/12/03

What do furniture exhibitions, glowing tables, and digital design have in common?For Rémi, founder of Diplik, they’re all stops on a creative journey that ultimately led to Bitpong; a tech-enhanced, interactive ping-pong table that feels equal parts sport, art installation, and arcade.From early ambitions in car design to studying industrial design in northern France, to guest lecturing and building his own hardware studio in Berlin, Rémi’s story is a reminder that creative careers rarely move in

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59:49

How FutureWave’s Joachim Blends Engineering,...

WHY DESIGN? ·

2025/11/26

What connects electric bikes, mobility systems, high-end wellbeing devices and robotics?For Joachim, it’s the same mission: design technology that feels intuitive, human, and full of possibility.With a career spanning Brussels, Copenhagen and London, and now as co-founder of FutureWave, Joachim has spent the past six years building a 25-strong design and engineering studio working across mobility, consumer tech and deep electronics. From shaping early concepts for startup disruptors to helping

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01:09:55

Designing at Scale: How Rich Thrush Turned Curiosity...

WHY DESIGN? ·

2025/11/19

What connects toy blasters, beauty tools, and musical instruments?For Rich Thrush, it’s all part of the same mission: to make products people love to use.With a career spanning Hasbro, Motorola, Helen of Troy, and now Guitar Center, Rich has led design and innovation teams across some of the world’s most recognisable brands. From developing Braun’s non-contact thermometer to Revlon’s One-Step Volumizer, his work has shaped how millions interact with everyday products.In this episode of Why Design,

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01:00:30

Dr Vicky Lofthouse: Why Context Matters More Than...

WHY DESIGN? ·

2025/11/12

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

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56:20

From BBC to Newlane: How Dom Cotton Built What...

WHY DESIGN? ·

2025/11/05

What makes someone leave a 20-year BBC career to build a helmet everyone said couldn’t exist? For Dom Cotton, it wasn’t a midlife pivot, it was a mission. After years spent covering stories about courage and competition, he decided to live one.Seven years, countless prototypes, and a steep learning curve later, Dom co-founded Newlane; the company behind the world’s first safety-certified, foldable commuter helmet.In this episode of Why Design, he shares how curiosity, persistence, and a touch of

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01:28:17

Why the World Needs Designers Now More Than Ever With...

WHY DESIGN? ·

2025/09/24

“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

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01:10:18

From Brain Surgery to Breakthrough: How Kenny Perkins...

WHY DESIGN? ·

2025/09/17

“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

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01:07:11

How Jordan Diatlo Went From Layoff to Leadoff

WHY DESIGN? ·

2025/09/10

“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

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66 results

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