Cheeky Pint Tobi Lütke is still captivated by internet commerce, 20 years later
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Oct 6, 2025 
Tobi Lütke, the founder and CEO of Shopify, shares his visionary ideas about building technology-driven companies. He explores how internal tools and 'opinionated software' create a unique company culture and drive evolution. Tobi delves into concepts like agentic commerce, emphasizing AI's role in shaping e-commerce futures. He also discusses Shopify's dedication to small businesses, the importance of product craftsmanship, and the impact of internal systems on decision-making. Plus, he offers insights into his personal philosophy on identifying valuable problems.
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Companies As Technology
- Companies are a form of technology that create social acceptance for people to pursue a mission together.
- Internal tools and environments shape culture faster than policies because code deploys instantly into the company.
Track Projects In A Central Registry
- Use a centralized project registry and regular reviews so teams update progress and surface learnings.
- Schedule rituals (every ~8 weeks) to make project state legible and reduce hidden thrashing.
Opinionated Tools Shape Culture Fast
- Opinionated internal software nudges company decisions and culture more effectively than slow policy changes.
- Deploying tool changes is faster and can evolve behavior at production speed.
