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Tobias Lütke

What Tobias Lütke thinks about mental models

@tobi-lutke · 111 positions · On ppll ↗

Co-founder and CEO of Shopify; long-time Linux user and Omarchy contributor.

Tobias Lütke did not write this page.

We collected these quotes from things they published elsewhere, and every quote links to where it was said. They have no account here and have not endorsed this site. Quotes are word for word; the short line under each one is our own restatement, not their wording. Their own site. Is this you? Claim it or ask us to remove it. Or tell us what is wrong here.

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Only Tobias Lütke on mental models. See everyone on mental models

4 dated positions, 2026, in their own words. Our reading of what Tobias Lütke has said — not written or endorsed by them.

4 positions so far — this page is not yet offered to search engines.

  1. Our readingA business book tends to see every problem through its author's trade: a salesperson's solves everything with sales, a marketer's with marketing.

    Their wordsDepends 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.

    ↗Tobi Lütke: 21 Years of Building Shopifyyoutube.com 7th of 48 in this recording

  3. Our readingTreating other companies as rivals rather than competitors makes a positive-sum outcome easier, because rivalry inspires you to be your best.

    Their wordsWhereas 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.

    ↗Tobi Lütke: 21 Years of Building Shopifyyoutube.com 10th of 48 in this recording

  5. Our readingThere are no right decisions, only contexts in which decisions turn out to be correct.

    Their wordsEvery, like, there's no right decision. There's only context in which decisions turn out to be correct.

    ↗Tobi Lütke: 21 Years of Building Shopifyyoutube.com 39th of 48 in this recording

  7. Our readingWhat is optimal in one frame of reference is often the opposite in a larger one, which is why good advice can sound contradictory.

    Their wordsThe 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.

    ↗Tobi Lütke: 21 Years of Building Shopifyyoutube.com 47th of 48 in this recording