Lessons from War Zones to Dyson: Tom Parsons' Journey to Founding Aetha Design
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 Parsonsโ 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 consultancyโfrom navigating tough product launches to fostering meaningful partnerships.
- Why "people buy from people" is the philosophy behind Aethaโs 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
๐น Extreme Environments = Extreme Growth โ Tomโs experience in a live conflict zone taught him resilience, adaptability, and how to design for unpredictable conditions.
๐น From Low-Volume Luxury to High-Volume Production โ Moving from bespoke surveillance systems to mass-market consumer products at Dyson broadened Tomโs design approach and prepared him for consultancy.
๐น Why Trust Matters in Design โ Building a design consultancy isnโt just about great products; itโs about understanding clientsโ needs, mitigating risks, and creating long-term relationships.
๐น The Reality of Running a Consultancy โ The business of design is more than just creativityโTom shares the behind-the-scenes of managing client expectations, handling setbacks, and keeping projects on track.
๐น A Designer Who Walks the Walk โ Tom doesnโt just design productsโheโs 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
