Kobe: Through hard work to success

”I share something in common with President Ahtisaari: We both are still waiting for our lottery numbers to come up.”

Founder of Eight Inc Tim Kobe has created successful concepts that could be compared to lottery wins for his customers, including Apple, Virgin, and Citibank. The success of Kobe’s concepts is not based on a shortcut like a magic pill, let alone a lottery win. Instead, success is built by focusing on the right things. What stands in the way of the success of many brands is a lack of discipline and seeking to find shortcuts.

“Emulating Apple is the first mistake.”

Kobe says the Apple Stores concept was built totally against textbook rules. Yet the Apple Stores became a worldwide success story – although, at the onset, Bloomberg gave them two years before they would be turning out the lights on a very painful odyssey.




According to Kobe it is extremely important that we get involved in the customers’ world and spot the moments and situations that are important for them, e.g., the time they spend in a hotel lobby or their preferred way of taking care of their banking business. This way, we can plan well-functioning concepts, as has been proved by cases Citibank and Virgin, taken up by Kobe.

”Many talk of focusing on the customer, but when you let that be your guiding principle, it is only then you are getting the right results.”

Products are just one factor in a successful concept. Phenomena are born when we can make people recommend and speak for a brand; that leads to a relation of trust between the company and its customers. 

“80 percent of CEOs believe their products are differentiated. Eight per cent of consumers agree.”

Turning away from conspicuous consumption

In his address, Kobe also took a glimpse into the future. The grounds for people’s purchasing decisions and consumer behaviour will change and that will lead to a decrease in conspicuous consumption.

Kobe predicts that in the future, products and services will also be purchased for shared use. For lotteries, the change will not be as drastic, but the gambling industry will not remain untouched.