Cover art for podcast Tech Lead Journal

Tech Lead Journal

66 EpisodesProduced by Henry SuryawirawanWebsite

Great technical leadership requires more than just great coding skills. It requires a variety of other skills that are not well-defined, and they are not something that we can fully learn in any school or book. Hear from experienced technical leaders sharing their journey and philosophy for building… read more


#26 - Experience Design—Apple's Best Kept Secret - Tim Kobe

"Most people confuse a technical capability with technology. Ultimately, technology is a technical capability plus the human outcome that it creates."

Tim Kobe is a design leader, author, and founder of Eight Inc., a global award-winning strategic design firm also widely recognized as “Apple’s best kept secret”. In this episode, we looked at how successful brands build radical impact by creating ground-breaking human experiences with design.

We started off with Tim’s career journey, the founding of Eight Inc., and how he ended up working with Steve Jobs for over 12 years, including coming up with the original design of the iconic Apple’s flagship stores. Tim also shared how he sees Steve Job’s mission to democratize technology and how he helped Apple built a unique branded experience. We then dived deep into Experience Design (XD), starting with understanding the human outcomes to building the strategy and tactics to create value with a unique human experience. We also discussed how Asia is evolving in Experience Design and how COVID has been dramatically changing the world. Tim also spoke about the massive impact of AI & ML that is yet to be witnessed. Towards the end, Tim shared insights about some future trends that he is currently working on to transform the industries and shape the future in human connection from retail, banking, real estate, telecommunication, and even government!

Listen out for:

  • Career Journey - [00:06:29]
  • Apple’s Strong Brand & Best Kept Secret - [00:11:55]
  • Apple Stores Concept - [00:16:20]
  • On Steve Jobs - [00:19:39]
  • Experience Design (XD)- [00:21:14]
  • Design Thinking - [00:27:49]
  • Digital Products & Design - [00:28:59]
  • COVID Impact - [00:32:32]
  • AI/ML in XD - [00:37:08]
  • Asia’s Promise & Notable Brands - [00:44:02]
  • The Future Trends - [00:50:21]
  • 3 Tech Lead Wisdom - [00:55:01]


Tim Kobe’s Bio
Tim Kobe is a design leader, author, and founder of the globally recognized strategic and experience design firm Eight Inc.

For almost 30 years in design and a leader in Innovation and Branded Experience, Eight Inc. has worked with companies such as Apple, Virgin Atlantic Airways, Nike, Coke, Knoll and Citibank. The firm takes on an interdisciplinary and holistic approach, working across traditional disciplines including strategy, architecture, exhibition, interior design, product, communications and branding. Many projects have received international design awards and have been published across Asia, Europe, and the United States. Eight Inc. has studios in San Francisco, New York, Honolulu, Tokyo, London, Singapore, Dubai, Istanbul and across China.

Kobe is a keynote speaker and speaks on topics surrounding design, innovation, technology and business valuation for many internationally known forums. He has been featured and recognized for his work in prominent publications like Harvard Business Review, Bloomberg, The Economist, Dezeen and Fast Company.

Follow Tim:

Our Sponsor

Check out Tech Lead Journal cool swags at

Like this episode?
Subscribe on your favorite podcast app and submit your feedback.
Follow @techleadjournal on LinkedIn, Twitter, and Instagram.
Pledge your support by becoming a patron.
For more info about the episode (including quotes and transcript), visit

Educational emoji reaction


Interesting emoji reaction


Funny emoji reaction


Agree emoji reaction


Love emoji reaction


Wow emoji reaction


Listen to Tech Lead Journal


A free podcast app for iPhone and Android

  • User-created playlists and collections
  • Download episodes while on WiFi to listen without using mobile data
  • Stream podcast episodes without waiting for a download
  • Queue episodes to create a personal continuous playlist
RadioPublic on iOS and Android
Or by RSS
RSS feed

Connect with listeners

Podcasters use the RadioPublic listener relationship platform to build lasting connections with fans

Yes, let's begin connecting
Browser window

Find new listeners

  • A dedicated website for your podcast
  • Web embed players designed to convert visitors to listeners in the RadioPublic apps for iPhone and Android
Clicking mouse cursor

Understand your audience

  • Capture listener activity with affinity scores
  • Measure your promotional campaigns and integrate with Google and Facebook analytics
Graph of increasing value

Engage your fanbase

  • Deliver timely Calls To Action, including email acquistion for your mailing list
  • Share exactly the right moment in an episode via text, email, and social media
Icon of cellphone with money

Make money

  • Tip and transfer funds directly to podcastsers
  • Earn money for qualified plays in the RadioPublic apps with Paid Listens