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:

• How his early work in high-stakes military projects shaped his engineering mindset.
• The shift from bespoke high-end tech to mass-market production at Dyson.
• The realities of running a design consultancy—from navigating tough product launches to fostering meaningful partnerships.
• Why "people buy from people" is the philosophy behind Aetha’s approach to business.
• His hands-on approach to understanding clients' challenges, including launching a Kickstarter for sunglasses.

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.

Key Takeaways

🔹 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.

Links & Resources

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