Tobi Lütke, Shopify

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Jan 18, 2026

Tobi Lütke, co-founder and CEO of Shopify, shares his journey from launching a small online snowboard shop to revolutionizing e-commerce. He discusses the concept of companies as social technologies and the importance of iterative improvement. Tobi emphasizes the need for founders to act as high-agency leaders, especially in crises like COVID-19. He also shares insights on hiring strategies, office design, and using rituals for personal growth. Finally, Tobi reveals his mission to foster entrepreneurship and the lessons learned from gaming and AI.

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INSIGHT

Companies As Social Technology

Companies are a social technology that let people commit intensely to a counterfactual world.
If the market validates it, money returns energy to expand that idea.

INSIGHT

Embrace Future Embarrassment

Good founders view current practices as improvable and expect future embarrassment at today's norms.
That humility drives continuous iteration and learning over decades.

ADVICE

Choose Rivalry Over Blind Competition

Treat rivals as inspiration rather than copyable competitors to avoid being reactionary.
Use rivalry to push for distinct excellence instead of mimicking others.

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