korrents

korrents · Founders

Tobi Lütke: 21 Years of Building Shopify

Tobias Lütke · 2h 23m · youtube.com ↗

48 korrents from this recording

1h2h
Tobias Lütke did not write this page.

Every claim below is a statement made in this recording, quoted word for word and linked to the second it was said, so you can hear it rather than take our word for it. The wording comes from the transcript published alongside the recording; the sentence above each quote is our reading of the claim, not their wording.

  1. 0:01:37 · watch on youtube.com↗

    What a company fundamentally allows you to do is like just run the counterfactual to the world you see around you, right? Like, you get to try to build the thing that you think ought to be there, and then you means test it against the market.
  2. 3 min later
  3. 0:04:38 · watch on youtube.com↗

    And one of the saddest days of my life was when I opened the old code and I was like really impressed with how good it was. Like, that was one of the saddest days of my life because I mean, like, holy shit, the implication of this just hit me like a train, right?
  4. 1 min later
  5. 0:05:09 · watch on youtube.com↗

    I think someone, like, if you don't read books, you live a lifetime. If you read books, you live a thousand, right?
  6. 1 min later
  7. 0:05:43 · watch on youtube.com↗

    The one weird trick seems to be just read books, right? it kind of doesn't matter. At least make a habit of reading books
  8. 0:05:52 · watch on youtube.com↗

    ideally change genre every 3 books or so, at least for one book. And then that alone will give you a range that you can draw on for basically everything you'll ever do.
  9. 0:06:16 · watch on youtube.com↗

    I got really dismayed with the quality of the business books pretty quickly because frankly, I think the business books are largely written by the people who have time, well, not the people who actually build companies, frankly.
  10. 0:06:30 · watch on youtube.com↗

    Depends on like, if a person who started a company or a person writing a book is a salesperson, every problem can be solved with sales. If a person is a marketer, clearly every problem can be solved with marketing.
  11. 0:06:48 · watch on youtube.com↗

    So I was determined to not be the engineering type founder who is going to see everything as an engineering problem because that would be called blindness. And like, I would— this would cap my capabilities.
  12. 1 min later
  13. 0:07:32 · watch on youtube.com↗

    It was a time we didn't have a lot of competition, so which is also really, really hard for businesses. It's not a good thing at all because again, you don't get, you don't have good rivalry and you can't sort of like, even if something seems really good, you don't know because there's no one else to keep you honest about it.
  14. 2 min later
  15. 0:09:02 · watch on youtube.com↗

    Whereas if you treat someone like other companies in your space as rivals, much easier to have a positive-sum outcome there because rivalries inspire you to be best.
  16. 8 min later
  17. 0:17:11 · watch on youtube.com↗

    I think at the end of the day, the thing that I have found is people who can adapt the fastest actually quite self-identify. And how I would be able to predict it, very simple. Have you started a company before?
  18. 5 min later
  19. 0:21:53 · watch on youtube.com↗

    Trust your gut is sometimes good advice, but it really depends on your gut. So it's like no one is born with intuition for building businesses because first of all, building businesses are completely— every decade is different.
  20. 0:22:11 · watch on youtube.com↗

    You were describing his frustration with problems in his sales team, which literally I had too. Like, it's like, you know what? I didn't actually have to live that horror. I could have actually, like, there, if I would have read the right—
  21. 3 min later
  22. 0:25:39 · watch on youtube.com↗

    You have to do things differently axiomatically. Like, obviously axiomatically, if you do the same thing, you get the same results. Differentiation requires new ideas.
  23. 1 min later
  24. 0:26:27 · watch on youtube.com↗

    Again, intuition is your entire life's story rolled out for you to make a snap decision in a moment.
  25. 14 min later
  26. 0:40:40 · watch on youtube.com↗

    the brain is a, um, uh, retrospective narrative alignment mechanism. Not, uh, it's, it's actually terrible at record keeping, but it, it mostly attempts to, uh, take the most salient, uh, version of our self-identity and reconcile the history with it.
  27. 5 min later
  28. 0:45:24 · watch on youtube.com↗

    Like, the whole project in life is just try to become very, very good at something and ideally cultivate some significant skill, create potentially services, products, and then share them with as many people, right?
  29. 1 min later
  30. 0:46:30 · watch on youtube.com↗

    What's really cool? Pursuing the same problem in a changing landscape, right? Like, now I get to reinvent everything I've already done.
  31. 2 min later
  32. 0:48:56 · watch on youtube.com↗

    Like, you can make a 7 out of 10 solution to everything by copying the 7 out of 10 that's already out there in the market. But if you make from tabula rasa axioms your own version of it, you have mastery over, even if this is a 6 out of 10, you can iterate on this. You can take this past the 7 afterwards.
  33. 0:49:21 · watch on youtube.com↗

    very often, especially in technology, The world belongs to the fast, the people who iterate, the people who adjust, the people who understand what's costly and what's unnecessary, and will prune away the rest.
  34. 7 min later
  35. 0:56:21 · watch on youtube.com↗

    So the consequences of bad decisions in software engineering are an externality that doesn't accrue back to the engineers who caused it in almost all instances.
  36. 2 min later
  37. 0:58:24 · watch on youtube.com↗

    The moment zero interest rate phenomena where they're gone, people actually wrote better code all of a sudden.
  38. 2 min later
  39. 1:00:27 · watch on youtube.com↗

    If you don't tell them what to do, you might get something you cannot possibly imagine if you have good people. And so this is like actually a really, really important thing. It's much more important to create the environment in which people can be their most excellent self than it is to prescribe here's the precise moves to do.
  40. 1 min later
  41. 1:01:38 · watch on youtube.com↗

    Very often policies and processes are sort of downside protection. You're trying very hard to avoid the people who do things wrong to be causing so much damage. That's like downside protection, but you're also really limiting what the best people can do, right?
  42. 6 min later
  43. 1:07:23 · watch on youtube.com↗

    I love to take the view that like, I'm a corporate raider and Shopify went bankrupt and I bought it on a fire sale and I'm like marching in on day 1 here and previous management was crazy and we need to turn this place around, right?
  44. 4 min later
  45. 1:11:28 · watch on youtube.com↗

    But the company could have had someone improve it at any point of time, right? It's not yours. It's like we don't allow people to use word ownership over parts of codebase or so. We only allow stewardship as a work,
  46. 8 min later
  47. 1:19:38 · watch on youtube.com↗

    I think there's just too much cross-pollination. You kind of have to sync with companies towards, like, entropy creates equilibria. And so you end up, like, with the companies just being very recognizably similar to each other.
  48. 12 min later
  49. 1:31:27 · watch on youtube.com↗

    we live fundamentally, most of people spend their entire lives sadly in a, in a, in a vetocracy, right? Like where you need everyone to agree to do something, but you only need one person to vote against it to not do something.
  50. 1:31:46 · watch on youtube.com↗

    One good argument dismisses the entire idea is a very common way to evaluate options. What people very, very often don't do is reformulate all the arguments against the status quo, right?
  51. 4 min later
  52. 1:35:56 · watch on youtube.com↗

    This is likely going to be misquoted, but I think the talent eventually takes care of itself. There are not that many good companies to work for.
  53. 7 min later
  54. 1:43:06 · watch on youtube.com↗

    And frankly, what we are looking for is like high agency experience. We look at like something went wrong in your story at some point. Well, now let's zoom in. How do you react? Give me minute by minute.
  55. 1 min later
  56. 1:43:47 · watch on youtube.com↗

    That's, I think, the biggest product any company can deliver to their employees is that every day they're surrounded by people they deeply admire and can learn from.
  57. 1 min later
  58. 1:45:14 · watch on youtube.com↗

    What mainstream money does is it gets you, I mean, sometimes it reveals, but usually it just like makes you get a whole lot more of what you got before. And people did raise early partly because they were not tight with money.
  59. 2 min later
  60. 1:46:58 · watch on youtube.com↗

    there's a well-documented effect of when companies build monuments to themselves, they usually decline right after.
  61. 3 min later
  62. 1:49:35 · watch on youtube.com↗

    We increase to 8 sometimes, but we think the best team size is 1. Because a single author can do things that is impossible to do for teams and hit high notes that are unreachable.
  63. 4 min later
  64. 1:53:51 · watch on youtube.com↗

    This is the most fundamental design error that you can possibly make, is like create affordances in a product that make people predictably do the wrong thing.
  65. 1 min later
  66. 1:55:07 · watch on youtube.com↗

    From the perspective of people creating product, product doesn't exist. It's what other people call your work. A product is just details. It's millions and millions of little details that are appreciated if they're composed right.
  67. 5 min later
  68. 2:00:20 · watch on youtube.com↗

    It was like easy to learn, hard to master, which is exactly, I think, a hallmark of everything that's worth doing.
  69. 1 min later
  70. 2:01:15 · watch on youtube.com↗

    Every, like, there's no right decision. There's only context in which decisions turn out to be correct.
  71. 3 min later
  72. 2:04:28 · watch on youtube.com↗

    If we would've recorded this in week 52 of 2025, it would even be different, right? Like, I might not even make this analogy so strongly, but that's how much is happening, that the world changes every 3 weeks right now.
  73. 3 min later
  74. 2:07:12 · watch on youtube.com↗

    Year 21 is like, this is going to be the most interesting year in this company's history, probably in everyone's, I think literally everyone's career. Just everything is lined up.
  75. 5 min later
  76. 2:12:31 · watch on youtube.com↗

    I think we need to move nostalgia into the bad category of words and bias into the good category of words, because bias is actually perfectly fine. It's like, without bias, you actually have no convictions.
  77. 1 min later
  78. 2:13:06 · watch on youtube.com↗

    Well, the people who read it are the people who are very, very good at following lists. So the people that you probably describe are not the people who go look for the cheat sheet. The people you are trying to avoid hiring are the people who would study the cheat sheet very well.
  79. 1 min later
  80. 2:13:46 · watch on youtube.com↗

    If it can't be put in numbers or can't be written as a list, Companies hate it. Yet almost everything you have to do to build a great company is other things that are these things, and you shouldn't write down. Actively avoiding to write something down is sometimes the most important thing you can possibly do.
  81. 1 min later
  82. 2:14:21 · watch on youtube.com↗

    Again, people like to be consistent over time. I just don't find that important. I will— I found the cheat code to always being right is just like change your opinion every time you get better information, right?
  83. 1 min later
  84. 2:15:04 · watch on youtube.com↗

    Like, again, what's the job you want to do? Is it want to look good or be good? Right? And so you're going to like just change Like, it needs to be okay to change your mind when better information comes along.
  85. 1 min later
  86. 2:15:34 · watch on youtube.com↗

    The reason is actually, this is almost the most important thing. It's everything comes in layers. There's like just so many different, like what's the operating, the optimal operating system in some frame of reference is often contradictory on the opposite of a larger frame of reference.
  87. 5 min later
  88. 2:21:03 · watch on youtube.com↗

    the reason why they are my customers is because they have someone who responds to these questions in 24 hours. It's the other way around. It's causal.