WHY DESIGN?

How He Built a Sports Car Company Without an Engineering Team | Mark Tapscott

When was the last time a car company asked you what you actually wanted in the car before they built it? In this episode of Why Design, Mark Tapscott shares the belief that sits at the heart of his work: that lightness is not a compromise. It is the design. That an electric sports car under 900 kilograms, built in Britain, engaging to drive and priced within reach of ambitious buyers, is not just possible but necessary. And that the automotive industry has spent decades walking in the wrong direction. Rather than building a vertically integrated giant, Mark and his co-founder Daniel chose a decentralised model: the best experts in brakes work on brakes, the best in hydraulics work on hydraulics, all coordinated from the centre. That decision led to a fully driving prototype in seven months and a chassis platform now being considered by other manufacturers. This conversation is not about electric cars. It is about what happens when you take lightness seriously as a design principle. It is not about startup culture. It is about what genuine empowerment to make decisions looks and feels like. It is not about the legacy of Tesla. It is about what Mark carried from that experience into what he is building now. Join the Why Design community: teamkodu.com/whydesign [https://teamkodu.com/whydesign/] What You'll Learn * 🔧 Why the philosophy inside early Tesla was built around the cost of stalling rather than the cost of making a wrong call * ⚖️ How Longbow went from drawings to a driving prototype in seven months without a traditional in-house engineering team * 📐 Why lightweighting is a design argument, not just a technical one, and what gets better when you take it seriously across all forms of transport * 🎯 What 200 customer interviews revealed that most automotive brands never bother to find out * 🏭 Why building in Britain is a strategic advantage in performance and prestige, not a patriotic compromise * 🔩 How Peter Brock, designer of the first Corvette and still working in his nineties, thinks about what comes next rather than what he has already done Memorable Quotes "Good decisions aren't always the right ones, but you have the freedom to make those decisions." "If you were to ever say that's how someone else does something, that would be your easiest exit plan for Tesla." "Everything's getting heavier, Chris. It's like we've walked ourselves into it." "You are not a car company until you have delivered cars to customers." "The bag will remain packed and I'll keep a smile on my face until it's done." Resources & Links 🎧 Listen on Spotify, Apple Podcasts, YouTube & Amazon → whydesign.club [https://www.whydesign.club/] 👥 Join the Why Design community → teamkodu.com/whydesign [https://teamkodu.com/whydesign/] 📸 Follow @whydesignxkodu [https://www.instagram.com/whydesignxkodu/] on Instagram 🎥 Watch full episodes → YouTube.com/@whydesignpod [https://www.youtube.com/@whydesignpod] 🔗 Follow Chris Whyte → linkedin.com/in/mrchriswhyte [https://www.linkedin.com/in/lawrence-nduati/] 🔗 Explore Longbow Motors → longbowmotors.com [https://longbowmotors.com/] 🔗 Connect with Mark Tapscott → LinkedIn [https://www.linkedin.com/in/mrchriswhyte/] About the Episode Why Design is powered by Kodu, a specialist recruitment partner for the hardware and physical product development industry. Through honest conversations with designers, engineers and creative leaders, we explore not just what they build but why they build it; the beliefs, decisions and responsibility behind meaningful work. About Kodu Why Design is produced by Kodu, a recruitment partner for ambitious hardware brands, design consultancies and product-led start-ups. We help founders and leadership teams hire exceptional talent across industrial design, mechanical engineering and product leadership, bringing structure and clarity to one of the hardest parts of scaling. 🔗 Learn more → teamkodu.com

Why Bob Schwartz Walked Into GE Healthcare Carrying 50 Dream Catchers

How do you spend thirty five years inside hardware giants, take 22 IDEA medals out the door, and still end up best known as the guy who refused to chant “I am GE”? In this episode of Why Design, Bob Schwartz shares the belief that sits at the heart of his work: design without a strategy is just decoration, and strategy without trust and respect is just paperwork. Rather than waving his hands above his head about how great design is, Bob spent decades being subversive with goodness in his heart. That decision led to a $50,000 Business Week deal that rewrote how American business talked about the IDEA Awards, a global design organisation rebuilt at GE Healthcare on revenue earned from GE Aviation, and a CEO walking through a movie set in a nurse’s uniform. This conversation isn’t about how much design has won. It’s about what it costs to keep your soul while you climb. Don’t just listen. Go beyond the podcast. Join the Why Design community → teamkodu.com/whydesign [https://teamkodu.com/whydesign/] What You’ll Learn * 🧭 Why Bob refused to chant “I am GE” inside a 400-person dinner, and what that taught him about the line between giving and selling out. * 🛠️ How a non-profit and a lobbying job set Bob up for manufacturing, and what it actually takes to convince a hardware C-suite to hire someone from outside their world. * 📈 What the $50,000 IDEA Awards deal with Business Week did to the conversation about design in American business. * 🪤 Why “make it about everybody else” beats every clever piece of design propaganda Bob has ever tried. * 🎭 How the storytelling maze worked: a CMO with 500 useless PowerPoint slides, a CEO in a nurse’s uniform, and 3,000 visitors who saw design differently afterwards. * 🔍 What the CAR model (Context, Action, Results) reveals about a senior candidate that a polished CV usually hides. Memorable Quotes “I will give you my head, heart and hands all in, but I’m not gonna give you my soul.” “There’s a stranger in my kitchen.” “God damn it Schwartz, you don’t get it. I need cash now. I don’t have time for this fluffy bunny shit.” “We were being subversive with goodness in our hearts.” “You cannot implement strategy if people don’t trust and respect you.” Resources & Links 🎧 Listen on Spotify, Apple Podcasts, YouTube & Amazon → whydesign.club [https://www.whydesign.club/] 👥 Join the Why Design community → teamkodu.com/whydesign [https://teamkodu.com/whydesign/] 📸 Follow @whydesignxkodu [https://www.instagram.com/whydesignxkodu/] on Instagram 🎥 Watch full episodes → YouTube.com/@whydesignpod [https://www.youtube.com/@whydesignpod] 🔗 Follow Chris Whyte → linkedin.com/in/mrchriswhyte [https://www.linkedin.com/in/mrchriswhyte/] 🔗 Explore Milwaukee Institute of Art and Design → miad.edu [https://www.miad.edu/] 🔗 Connect with Bob Schwartz [https://www.linkedin.com/in/bob-schwartz-1b24472/] About the Episode Why Design is powered by Kodu, a specialist recruitment partner for the hardware and physical product development industry. Through honest conversations with designers, engineers and creative leaders, we explore not just what they build, but why they build it: the beliefs, decisions and responsibility behind meaningful work. About Kodu Why Design is produced by Kodu, a recruitment partner for ambitious hardware brands, design consultancies and product-led start-ups. We help founders and leadership teams hire exceptional talent across industrial design, mechanical engineering and product leadership, bringing structure and clarity to one of the hardest parts of scaling. 🔗 Learn more → teamkodu.com [https://teamkodu.com/]

No Engineering Degree. No Prototype. He Signed Up for CES Anyway | Floyd Freeman

What does it take to solve a problem that everyone experiences and nobody has fixed? In this episode of Why Design, Floyd Freeman shares the belief that sits at the heart of his work: that the most obvious problems are sometimes the hardest to solve not because the technology does not exist, but because no one has connected the pieces. FlushLocks a smart lock and unattended tap payment system for commercial restrooms is the result of one afternoon in Boulder, Colorado, a nappy emergency and a door with a code that said customers only. Rather than staying in a secure, well-paid career managing 400 people at one of America's most recognisable convenience chains, Floyd walked away to build a hardware product from scratch. No engineering background, no product experience, no prototype when he signed up to exhibit at CES. That decision led to a van journey to Las Vegas, a prototype that arrived three days before the show, and a booth in Eureka Park where strangers kept saying: nobody has thought of that. This conversation is not about inventing something new. It is about recognising something obvious and refusing to wait for someone else to build it. It is not about hardware expertise. It is about knowing what you do not know, finding the people who do, and trusting them enough to let them lead where you cannot follow. It is not about the perfect founding story. It is about making the same decision twenty-five times a week until it sticks. Don't just listen. Go beyond the podcast. Join the Why Design community -> teamkodu.com/whydesign What You'll Learn * 🔒 Why unattended tap payment certification only became legally possible at the end of 2025 - and how FlushLocks was built in almost perfect timing with the infrastructure that makes it work * 🧾 How Floyd decided to leave a twelve-year career with nothing but an idea on a Word document and a meeting with a patent attorney * 🛠 Why choosing the right manufacturer is less about technical capability and more about leadership style, pace, and working relationship * 📍 What it actually costs to build hardware from scratch: not just money, but the trust you place in people you have never worked with before * 🏪 Why the hardest part of selling a hardware product into restaurants is not the product or the pitch it is finding the person in a 25-location chain who actually makes the decision * 🧠 How a general manager thinks about building a technical company: learning just enough of each discipline to direct the people who know more Memorable Quotes "I would have been happy to just pay for a restroom. I don't need the soda. This was an emergency." "We asked ourselves twenty five times a week: is this the right thing to do? Can we do this without falling apart?" "I have no degree in anything I'm doing right now. I am a general manager that's my mindset, that's who I am as a human being." "I will be the last person to get money. If I have twenty grand, I'm going to make sure five goes to you, five goes to you, five goes to you and then maybe if there's anything left over." "You can't have lift if you don't invest in the project. The runway is irrelevant if you don't have lift." Resources & Links 🎧 Listen on Spotify, Apple Podcasts, YouTube & Amazon -> whydesign.club [https://www.whydesign.club/] 👥 Join the Why Design community -> teamkodu.com/whydesign [https://teamkodu.com/] 📸 Follow @whydesignxkodu [https://www.instagram.com/whydesignxkodu/] on Instagram 🎥 Watch full episodes -> YouTube.com/@whydesignpod [https://www.youtube.com/@whydesignpod] 🔗 Follow Chris Whyte -> linkedin.com/in/mrchriswhyte [https://www.linkedin.com/in/mrchriswhyte/] 🔗 Explore FlushLocks -> paidrestrooms.com [https://paidrestrooms.com/] 🔗 Connect with Floyd Freeman -> floyd@flush-locks.com [https://www.linkedin.com/in/floyd-f-9097a3383/] About the Episode Why Design is powered by Kodu, a specialist recruitment partner for the hardware and physical product development industry. Through honest conversations with designers, engineers and creative leaders, we explore not just what they build but why they build it; the beliefs, decisions and responsibility behind meaningful work. About Kodu Why Design is produced by Kodu, a recruitment partner for ambitious hardware brands, design consultancies and product-led start-ups. We help founders and leadership teams hire exceptional talent across industrial design, mechanical engineering and product leadership bringing structure and clarity to one of the hardest parts of scaling. 🔗 Learn more -> teamkodu.com [https://teamkodu.com/]

What Building the Production Machine Teaches You About the Design | Matt Batchelor

What does it actually take to get something you designed onto a supermarket shelf at scale? In this episode of Why Design, Matt Batchelor shares the belief that sits at the heart of his work: that the best design does not stop at the render. It runs all the way through the material choice, the tooling, the supply chain, and the factory floor and the designer should know all of it. Rather than staying in the comfortable upstream of concept and CAD, Matt and his co-founder Nick Paget built Instrument into a studio that also manufactures what it designs, co-invests in the products it believes in, and builds the machines when no suitable machine exists. That decision led to ten weeks in hotels, a crimping machine that kept stopping, and a refillable aluminium personal care system now stocked across four major UK supermarkets. This conversation is not about packaging. It is about what engineering at volume actually demands, and why most design processes are not built for it. It is not about sustainability as a brand position. It is about what it takes to give people a genuinely better object and get it made reliably at scale. Don't just listen. Go beyond the podcast. Join the Why Design community -> teamkodu.com/whydesign [https://teamkodu.com/whydesign/] What You'll Learn * 🔩 Why the hardest part of the Meadow project was not the invention - it was getting cans reliably off a conveyor * 📐 How ergonomic research from a Sheffield engineering lecturer shaped the torque specification for a refillable closure * 🔬 Why Matt hired a test engineer into a team of starters, and what a love of statistics does for a product development process * 🏭 What you learn about design when you also manufacture what you design - and why most consultancies miss this feedback loop * 🎓 How hiring only from your known network shapes the kind of work a studio attracts, and what it costs in diversity and capability * 🤖 Why AI has not transformed physical product development - and the difference between embedded intelligence and badly considered tools Memorable Quotes "As with any project, it's always the details - like a hinge or a lock or a seal - that take all the time. Most of the machine will look like the first sketch." "There's no point designing a safety mechanism if someone's grandmother can't open it." "I was never sat there thinking, what am I doing this? It's like, well, there's this thing I do. How do I get people to pay me money to go and do it?" "There is still a part of my job which is making myself redundant." "Good designers are just people who can articulate why that quality is good to someone who maybe can't sense it, but can't see it in definitive terms." Resources and Links 🎧 Listen on Spotify, Apple Podcasts, YouTube & Amazon -> whydesign.club [https://www.whydesign.club/] 👥 Join the Why Design community -> teamkodu.com/whydesign [https://teamkodu.com/whydesign/] 📸 Follow @whydesignxkodu [https://www.instagram.com/whydesignxkodu/] on Instagram 🎥 Watch full episodes -> YouTube.com/@whydesignpod [https://www.youtube.com/@whydesignpod] 🔗 Follow Chris Whyte -> linkedin.com/in/mrchriswhyte [https://www.linkedin.com/in/mrchriswhyte/] 🔗 Explore Instrument Industries -> instrumentindustries.co.uk [https://instrumentindustries.co.uk/] 🔗 Connect with Matt Batchelor -> linkedin.com/in/mattbatchelor [https://www.linkedin.com/in/batchelormatt/] About the Episode Why Design is powered by Kodu, a specialist recruitment partner for the hardware and physical product development industry. Through honest conversations with designers, engineers and creative leaders, we explore not just what they build but why they build it; the beliefs, decisions and responsibility behind meaningful work. About Kodu Why Design is produced by Kodu, a recruitment partner for ambitious hardware brands, design consultancies and product-led start-ups. We help founders and leadership teams hire exceptional talent across industrial design, mechanical engineering and product leadership bringing structure and clarity to one of the hardest parts of scaling. 🔗 Learn more -> teamkodu.com [https://teamkodu.com/whydesign/]

Why Getting Into John Lewis Still Wasn't Enough | Phil Staunton

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 Lewis, and learn everything he did not know about retail, merchandising, branding agencies, and the gap between a product that is well designed and a product that sells. That decision led to some of the most expensive lessons in this conversation, and some of the most useful. This conversation is not about building a successful design agency. It is about what happens when a designer bets on their own conviction and what it teaches them when some of that conviction turns out to be wrong. Don't just listen. Go beyond the podcast. Join the Why Design community -> teamkodu.com/whydesign [https://teamkodu.com/whydesign/] What You'll Learn * 💸 Why spending 126,000 pounds on branding before validating your messaging can destroy a launch before it begins. * 📦 How the economics of a design agency change entirely at the boundary between eleven and thirty-five people, and why most agencies stay stuck in the most difficult middle. * 🏪 What John Lewis buyers actually evaluate when they decide to stock a new brand, and what happens on the shop floor that no one tells first-time consumer hardware founders. * 🔧 Why forty-two post-launch product changes that cost real money moved zero additional units, and what that reveals about the difference between designer instinct and customer reality. * 📋 The minimum viable approach to validation before tooling: how a fake buy-now button on a basic website outperforms any focus group or agency market research. * 🧠 Why ignoring alarm bells on hires and new client inquiries never, in Phil's fifteen-year experience, works out. Memorable Quotes "We wasted a lot of money on branding. I think we spent 126,000 pounds with a branding company. And it just bombs." "Never once have I kind of gone, yeah, okay, it'll be all right. I've got a bad feeling about it but I'll offer that person the job. Never has it worked out. It's always been a shit show." "Set up a website with an ecom platform and get people to actually click buy now and then send them an email saying, really sorry, it's not quite ready yet. If people click buy now, they're genuinely prepared to spend money." "I made way more money running a design agency that was under 10 than I did when I was trying to run a design agency that was 18 people. And I was a hell of a lot more stressed and I was doing a lot more work." "I am a startup guy. And that's the bit that gets me excited. D2M doesn't want or need me. It doesn't need that kind of startup energy. It's a mature business. And that just isn't me." Resources & Links Listen on Spotify, Apple Podcasts, YouTube & Amazon -> whydesign.club [https://whydesign.club/] Join the Why Design community -> teamkodu.com/whydesign [https://teamkodu.com/whydesign/] Follow @whydesignxkodu [https://www.instagram.com/whydesignxkodu/] on Instagram Watch full episodes -> YouTube.com/@whydesignpod [https://www.youtube.com/@whydesignpod] Follow Chris Whyte -> linkedin.com/in/mrchriswhyte [https://www.linkedin.com/in/mrchriswhyte/] Explore D2M Product Design -> design2market.co.uk [https://www.design2market.co.uk/] Connect with Phil Staunton -> Phil Staunton [https://www.linkedin.com/in/philstaunton/] About the Episode Why Design is powered by Kodu, a specialist recruitment partner for the hardware and physical product development industry. Through honest conversations with designers, engineers and creative leaders, we explore not just what they build but why they build it; the beliefs, decisions and responsibility behind meaningful work. About Kodu Why Design is produced by Kodu, a recruitment partner for ambitious hardware brands, design consultancies and product-led start-ups. We help founders and leadership teams hire exceptional talent across industrial design, mechanical engineering and product leadership bringing structure and clarity to one of the hardest parts of scaling. Learn more -> teamkodu.com [https://teamkodu.com/]