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 products come to life, Why Design offers real stories, actionable advice, and inspiration for anyone passionate about design and innovation. Join us as we listen, learn, and connect through the stories that define the world of physical product development.

  1. Dr Vicky Lofthouse: Why Context Matters More Than ‘Less Plastic’ in Sustainable Design

    5D AGO

    Dr Vicky Lofthouse: Why Context Matters More Than ‘Less Plastic’ in Sustainable Design

    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 → a href="https://teamkodu.com/" rel="noopener...

    1h 1m
  2. From BBC to Newlane: How Dom Cotton Built What Everyone Said Was Impossible

    NOV 5

    From BBC to Newlane: How Dom Cotton Built What Everyone Said Was Impossible

    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 naivety helped him turn rejection into progress and an idea into reality.  Don’t just listen. Go beyond the podcast. Join the Why Design community → teamkodu.com/events  What You’ll Learn 👇  🧠 Why the “novice mindset” can be a hidden superpower in innovation  ⚙️ How to stay resilient through failure, funding droughts, and endless testing  🔥 The difference between building a good idea and building a viable product  📢 Why storytelling sells your vision when prototypes can’t  💡 What every hardware founder can learn from starting over  Memorable Quotes  💬 “One of the hardest things is believing in a thing when nobody else can see it yet.”  💬 “A novice’s mindset can achieve what experts say is impossible.”  💬 “Everyone wants innovation until you ask them to live through it.”  💬 “If you’ve got a great product but no story, you won’t sell any.”    Resources & Links  🎧 Listen on Spotify, Apple Podcasts, YouTube & Amazon → whydesign.club  👥 Join the Why Design community → teamkodu.com/events  🧠 Learn more about Newlane:  https://newlane.co.uk  👤 Connect with Dom Cotton on LinkedIn:  https://www.linkedin.com/in/dominic-cotton/    🎥 Watch full episodes on YouTube → youtube.com/@whydesignpod  📸 Follow on Instagram → @whydesignxkodu  🎵 TikTok → _whydesign  🔗 Follow Chris Whyte on LinkedIn → linkedin.com/in/mrchriswhyte  📲 Subscribe on Spotify, Apple, or YouTube so you never miss an episode.  👥 If this resonated, share it with a founder, designer, or team leader navigating their own creative leap.    🎬 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

    56 min
  3. Why the World Needs Designers Now More Than Ever With Dan Harden, CEO of Whipsaw

    SEP 24

    Why the World Needs Designers Now More Than Ever With Dan Harden, CEO of Whipsaw

    “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 s****y 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:  https://www.whipsaw.com/  🎧 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

    1h 28m
  4. From Brain Surgery to Breakthrough: How Kenny Perkins Built the First E-Bike Helmet for Kids

    SEP 17

    From Brain Surgery to Breakthrough: How Kenny Perkins Built the First E-Bike Helmet for Kids

    “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

    1h 10m
  5. How Jordan Diatlo Went From Layoff to Leadoff

    SEP 10

    How Jordan Diatlo Went From Layoff to Leadoff

    “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

    1h 7m
  6. From Basement to 8-Figures: Reekon Tools & the Future of Hardware with Christian Reed

    SEP 3

    From Basement to 8-Figures: Reekon Tools & the Future of Hardware with Christian Reed

    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  How a Kickstarter side project became an 8-figure company Why building a product ≠ building a business (and what most founders get wrong) The content playbook Recon used to rack up 300M+ views The difference between scaling hardware and software — and why “muscle beats magic” How to spot talent that thrives in startup chaos The truth about AI in design: why it won’t replace you, but will expose you    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  📸 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. whydesign.club   👉 Ready to go deeper? Join the Why Design community → teamkodu.com/events

    1h 1m
  7. Daydreaming and Other Unconventional Career Lessons with Jude Pullen

    AUG 27

    Daydreaming and Other Unconventional Career Lessons with Jude Pullen

    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 a href="http://teamkodu.com/" rel="noopener noreferrer"...

    1h 15m
  8. Why Most Design-Led Founders Fail (And How to Avoid It) | Jordan Nollman, Sprout

    AUG 20

    Why Most Design-Led Founders Fail (And How to Avoid It) | Jordan Nollman, Sprout

    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 a href="about:blank" rel="noopener noreferrer"...

    1h 19m

About

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 products come to life, Why Design offers real stories, actionable advice, and inspiration for anyone passionate about design and innovation. Join us as we listen, learn, and connect through the stories that define the world of physical product development.

You Might Also Like