When many companies in Iceland, Ireland and Portugal went bust, many economists observed a suprising shift that has seen people reconnect with traditional businesses like craft industries, fishing, glass making, furniture making, etc. Do you think this digital craze is coming to an end instead of focus on durable and steady skills?
I think the digital craze will continue to grow, but there will always be room
for craft industries. Like anything, things move in cycles and it's up to us as craft brands selling more traditional products to embrace that and leverage it to benefit our businesses.
Digital will never completely take over from traditional skills and products, but I do think that only the best will survive. The movement that we've seen is increasing the competition, which means we have to be better at our skills, branding and play to our strengths. Use digital, don't moan about it!
Konstantin: How did you build your brand - following few steps or just following your instincts?
Konstantin: Finally, choose a summer tune that you would play on repeat this holiday season.