Today, we go behind the scenes with Pablo Kraus, CEO of ecostore. Pablo’s leadership has transformed this humble New Zealand brand into a global sustainability force. From bringing eco-friendly products to families worldwide to collaborating with household names like Sesame Street, Pablo has kept ecostore at the cutting edge of sustainable living. In this Checkout episode, Pablo shares some unexpected sources of inspiration, his favourite creative projects, and the tools he relies on to keep ecostore innovating.
A Quirky Online Find That Stuck
Pablo’s curiosity isn’t just about creating products—it spills over into his own shopping habits too. When asked about his most unusual online purchase, he said, “I came across an AI lie detector online…. face of the other person and tells you, on a percentage, how much you think they’re actually lying.” While he hasn’t put it to serious use yet, Pablo laughs about the fun he’s had experimenting. “I tried to use it initially and then it wasn’t quite working. They’ve since updated the software so I need to redownload it again and give it another go.”
Retail Inspiration from a Surprising Source
Despite being all about sustainability, Pablo looks for inspiration everywhere—including in an Apple store in Singapore. Pablo thinks Apple nails the retail experience reflecting on a time he and his kids recently tried out the new VR goggles there.
Apple undoubtedly has such an amazing retail experience, whether it’s online or offline.
For Pablo it’s the way they make you feel part of something bigger that’s inspiring. While the experience was incredible, he didn’t end up buying anything. “I couldn’t work out why they would be amazing, but once you get on, you’re like, wow.” It’s a reminder of how a memorable customer experience can connect people with a brand. It’s something he wants to emulate with ecostore’s retail touchpoints in order to better resonate with customers.
A Game-Changing Tool for Innovation
As CEO of a rapidly growing ecommerce brand, Pablo relies on tools that help him create and problem-solve efficiently. What’s the one tool he can’t live without? ChatGPT. “It might sound cliche, but it’s probably the rise in ChatGPT and LLMs. It’s amazing how much you can rely on it to do things,” he said.
For Pablo, having instant support from an AI assistant has been a game-changer, especially when it comes to problem-solving during development. “I remember the nights, me working coding away and how frustrated I was. I just didn’t have somebody to ask right there,” he shared, recalling those moments of late-night coding struggles. Now, with ChatGPT, things are much easier. “I still dabble in making websites a bit and making web apps,” and with the help of ChatGPT, “it’s amazing how quickly I can fire something up.”
A Timeless Book on User-Centric Design
When it comes to design and user experience, Pablo has a go-to book that’s influenced his approach for years: Don’t Make Me Think: A Common Sense Approach to Web Usability by Steve Krug. The book’s core message about keeping designs intuitive and user-friendly is something he’s applied throughout his career. “It’s all about user experience,” he explained.
I think that’s one of the things that I took from film school and Foundation for Design doing, making experiences.
For Pablo, this book serves as a reminder of the importance of putting the user first.
Staying Creative Through Side Projects
Pablo is a super creative guy and enjoys working on small, experimental projects to keep him sharp. Recently, he’s been dabbling in coding games and Twitter bots. “I made a stupid little game because I wanted to just to mess around,” he shared. The game involved “how quickly you can click around or something on your screen.” He also recalled building a bot: “I made a Twitter bot that was actually…coming up with its own tweets and tweeting them based on a persona that I had made, but then also replying to people.” These projects aren’t just hobbies; they’re ways for Pablo to stay connected to the creative process—a quality that’s clearly reflected in ecostore’s innovative approach.
Curiosity in Action
Pablo is a leader who values curiosity, simplicity and creativity—all essential ingredients in ecostore’s growth. Whether he’s experimenting with AI lie detectors, drawing inspiration from retail giants, or keeping his creative side alive through coding, Pablo’s openness to learning and innovating is clear. His insights remind us that to lead effectively, being open to inspiration from unexpected places is essential for long-term growth and fresh ideas.
The Checkout is a short snippet of our conversations.
