Innovators By Current Global

The type of experiences a retailer brings to their stores shouldn't be determined by what the competition is doing, but ultimately what's relevant to each brand, argues Tim Kobe, founder and CEO of strategic design firm Eight Inc , on the latest episode of TheCurrent Innovators podcast. Kobe is known as the designer behind the original Apple store, which arguably paved the way for what modern day customer experience in retail looks like. But his view is that too many brands are jumping on the "experience" bandwagon because their peers are, and not thinking about how important it is to be sincere to their values. "People have started to expect that the values that the brand is standing for, the thing its known for, is going to come through in the experience," he explains. It's only by doing so that will you create experiences consumers want to share, he notes. He's been doing that since he founded Eight Inc in 1989 and first worked with Apple, under the direction of late founder Steve Jo