What happens to a business the year there's no bonus to hand out?

In this episode of Why Design, Kirsty Dias shares the belief that sits at the heart of her work: that a creative business is built by giving people permission to take the slow, unglamorous route on the things that actually matter.

Rather than train as a designer, Kirsty studied French, worked in theatre and ran exhibitions at the Barbican. That decision led her into PriestmanGoode as head of comms 25 years ago, and eventually into the Managing Director's seat of one of the world's leading aviation and rail design consultancies.

This conversation isn't about aircraft seats.

It's about what it actually costs, in time and attention, to build a business that outlasts its founders.

Disclaimer:

This episode includes a brief, personal reflection on the tax treatment of employee ownership for founders. It is not tax, legal or financial advice. Please seek independent professional advice before making any related decisions.

What You'll Learn

• 🎯 Why running an aviation and rail design consultancy has nothing to do with holding a design degree
• 💡 How PriestmanGoode's business got stronger the one year it didn't pay a bonus
• 🛫 What actually happens between an airline's brief and the seat in front of you, from colour and material to a five year certification programme
• 🤝 Why Kirsty rates a stint on a bar or shop floor over a polished CV when she's hiring
• 🏫 How a deliberate, unglamorous investment in schools and internships built a team close to a 50-50 gender split
• 🔧 Why the design industry needs to explain its own career paths a lot better than it currently does

Memorable Quotes

“We became stronger as an EOT in the one year where we did not give a bonus.”

“I worked in the hairdressers as a receptionist when I was at sixth form. I use the skills that I learned in that job every day.”

“That is how you are convincingly yourself. Like don't pretend to be something you're not.”

“Use our expertise for good.”

“I think the ability to communicate and tell a story.”

Resources & Links

🎧 Listen on Spotify, Apple Podcasts, YouTube & Amazon → whydesign.club

👥 Join the Why Design community → teamkodu.com/whydesign

📸 Follow @_whydesign on Instagram

🎥 Watch full episodes → YouTube.com/@whydesignpod

🔗 Follow Chris Whyte

🔗 Explore PriestmanGoode

🔗 Connect with Kirsty Dias

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

What if the candidate who interviews best is exactly the one you should not hire?

In this compilation of Why Design, fifteen hardware founders, CTOs and design leaders share the belief that sits underneath every hire they have ever made: the CV gets someone in the room, but it never tells you who you are actually hiring.

Rather than trusting the interview process alone, several guests built their own techniques instead, deliberate questions, gut checks, and screens designed to get past a rehearsed answer. That decision led to hiring practices most HR playbooks would not recognise, and results most HR playbooks cannot claim.

This conversation isn't about interview technique.

It's about the cost of getting it wrong, and the discipline it takes to trust your own judgement over a process built for someone else's team.

Don't just listen. Go beyond the podcast.

Join the Why Design community → teamkodu.com/whydesign

What You’ll Learn

• 🧠 Why the signals that predict a good hire are almost never on the CV
• ⚠️ How to spot the ego trap before you have made the offer
• 🎯 The interview questions built specifically to get past a rehearsed answer
• 💸 What the first firing actually costs, and why founders keep hiring too early anyway
• 🤝 Why the best leaders on this show all learned to hire above themselves
• 🔍 How to tell, in the room, whether your gut is right about a candidate

Memorable Quotes

“One person on that narcissistic spectrum in a startup can destroy the work of any other ten people at once.”

“The people who have big egos often present very well. The people who are humble but very talented often are a little too humble in the hiring process.”

“If you think the person isn't a fit, they're likely not a fit.”

“Never once have I had a bad feeling about someone and still offered them the job. Never has it worked out.”

“If they can do that in a way that shows me they've actually thought about it, and can articulate it, that's a win.”

Resources & Links

🎧 Listen on Spotify, Apple Podcasts, YouTube & Amazon → whydesign.club

👥 Join the Why Design community → teamkodu.com/whydesign

📸 Follow @whydesign on Instagram

🎥 Watch full episodes → YouTube.com/@whydesignpod

🔗 Follow Chris Whyte → linkedin.com/in/mrchriswhyte

🔗 Explore the full guest list and individual episodes → whydesign

🔗 Get in touch about a hardware hire → teamkodu.com

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