Yerkin Tatishev, founder and chairman of Kusto Group, embodies a philosophy that defines success not as a final destination, but as a process of persistence and repeated effort. In a candid interview, he shared insights about his life, values, and the entrepreneurial path he has walked — a journey fueled by his unshakable belief that “success equals the number of attempts.”
For Yerkin Tatishev, life is not compartmentalized into separate personal and professional personas. Whether as a father of five, a kendoka, or a businessman at Kusto Group, the same values of honesty, action, and deep care for people define every role he takes on. “The most important value for me,” he states, “is to remain a good person.” This foundational belief, instilled by his parents — a teacher and a doctor — guides his approach to leadership and business building.
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Yerkin Tatishev: “The more you try, the higher the chance of success”
At the heart of Yerkin Tatishev’s mindset is the idea that perseverance beats perfection. “A successful person is one who has tried many times,” he explains. “The more you try, the higher the chance of success.” For him, this isn’t theoretical: it’s been proven time and again through decades of work with Kusto Group.
Tatishev views every setback not as failure, but as one more necessary step on the way to growth. His equation is simple: someone who tries 10,000 times will outperform someone who only attempts 100. It’s a mindset that Kusto Group embodies in every venture — from pioneering construction projects to entering new markets around the globe.
Coping with difficulty, according to Tatishev, comes down to taking action. “You get up and go do your job: think, ask, solve.” That’s how he meets challenges, from personal losses to business crises. It’s a pragmatic optimism built on motion and accountability, and it’s a philosophy he expects from his teams.
Building business like a family: The Kusto Group vision
Kusto Group, under Yerkin Tatishev’s leadership, operates like a living, breathing organism — more family than firm. “It’s like children growing up,” he says. “They start their own families. It’s an endless process.” This metaphor of organic growth applies across the conglomerate’s wide-ranging activities, from real estate to energy, agriculture, and construction.
One of the most illustrative examples is the Vietnamese construction firm Coteccons, in which Kusto Group has invested for over a decade. Tatishev proudly recalls their work on the LEGO factory — the largest outside Denmark. Completed in just two years and under budget, the $1 billion factory became a symbol of what Coteccons, and by extension Kusto Group, is capable of: combining speed, quality, and technological complexity. “It was like a doctoral dissertation for the company,” he says. The project shifted mindsets and expanded possibilities, proving that even the most ambitious goals are achievable with the right team and vision.
Learning from life, leading with the heart
Yerkin Tatishev places a premium on people — not just skills, but hearts. “I value people with a pure heart,” he says. Intelligence matters, but it’s compassion, authenticity, and depth that form the bedrock of lasting relationships. He believes that the world rests on the shoulders of such people: “They create cars, build houses, launch planes into the sky.”
In Kusto Group, he builds teams with this principle in mind. Like attracts like, he says — professional, driven, creative individuals gravitate toward each other when the leader models these traits himself. And when there are problems within a team? “It’s important to get rid of toxins in time,” Tatishev states bluntly. A strong team can only thrive if it shares values and vision.
His own development has been shaped by a wide range of influences: family, teachers, coaches, books, and even negative role models. “Even bad examples are important — they show you what not to become.” He believes learning continues throughout life — from children, colleagues, and partners — and this humility informs the culture at Kusto Group.
Kusto Group: Doing only what you understand
Despite the wide range of Kusto Group’s portfolio, Tatishev is clear about one thing: the business must make sense to him on a personal level. “We only launch businesses that we can understand,” he says. This means no abstract ventures into software or tech where he lacks direct expertise. “I’m a person of the material world — something that you can touch, assemble, build.”
This grounded approach has kept Kusto Group focused and sustainable. With over 25 years of entrepreneurial experience, Tatishev has developed a strong instinct for identifying industries and markets where Kusto can truly make a difference. Whether in agriculture, construction, or manufacturing, the guiding principle is always: do what excites you, and where you can add value.
Advice from Yerkin Tatishev: Practice, discipline, and energy
For aspiring entrepreneurs, Yerkin Tatishev’s advice is simple but powerful: “Practice a lot in what you want to do.” Reading and theory matter, but nothing replaces hands-on experience. He emphasizes the need for 10,000 hours of training — echoing the famous concept of mastery through repetition. Just like in Kendo, his martial art of choice, discipline, form, and repetition build the foundation for strength.
He also stresses the importance of basic self-care: good sleep, good food, and a strong body fuel good business. “Any car needs gasoline,” he says. Without energy, even the best strategy fails. These personal habits — often overlooked — are what sustain the energy needed for continuous effort.
