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" At Shopify, we are trying to make things as simple as possible, but for the business owner, it's not unlike starting your own little shop along Main Street somewhere. "

Tobias Lutke

Business

Street

Own

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" Being a start-up has nothing to do with the numbers. It's that everyone who works there has the chance to do everything and have an impact. "

" A lot of people have a great business idea; they just need a little push to make it a reality. "

" More and more people are opening online stores and online retail businesses. This market is expanding very, very quickly. "

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" Given the success rate, if you want to get wealthy, entrepreneurship is a horrible way of doing it. There are significantly easier ways of doing it. "

" I spent my time, growing up, essentially between two things: technology and retail. I was fascinated by selling and loved the idea of making a profit, but I also spent a lot of time on technology. "

" If you go into business school and suggest firing a customer, they'll kick you out of the building. But it's so true in my experience. It allows you to identify the customers you really want to work with. "

" I am a worrier. I tend to do something about what I worry about. "

" Why do Canadians sell themselves short? I've never been able to answer that question. "

" I got my first computer when I was 6, and I was part of that early generation of children who grew up with computers always being around. I fell in love with them early on. "

" One of the most important tasks as a leader in a startup is to pick the right metric to track. This is often referred to as the 'compass metric' because it will be your compass for growth. It's important to note that 'compass metrics' will likely change over the lifetime of a business. "

" Shopify has been a perpetually underestimated company at every point of its history. "

" People say Facebook connects the world. Facebook has 5,000 Ph.D.s that think about how to make you click on ads you don't want to see. Their business model is about something that most people would not perceive as making the world better. "

" To me, a great company starts with a great product and ends with a great product. "

Tobias Lutke

Company

Product

" I got my first computer at the age of 6. To me, it was magic. By the time I was 12, I wanted to know the secrets behind the wizardry, and that started my journey toward computer programming. This was the early 1990s, when computers weren't built for the mass market. "

" I have serious, serious problems with personas - with unauthentic individuals. "

" We are reluctant to do these bigger acquisitions that are then integrated, especially if they are committed to a certain product that they want to build that we can't guarantee we will keep evolving. "

" E-commerce is not an industry; e-commerce is a tactic. "

" Sometimes, when you're building a company, out of necessity there's just a gazillion things you have to learn and figure out. "

" I'm ridiculously lucky. "

Tobias Lutke

Ridiculously

Lucky

" Everyone loves feeling comfortable. But it's actually completely useless. "

" My early interactions with VCs were really, really poor. "

" Different people need different kinds of communication for it to have the same effect. That was something I had to learn. "

" Shopify was built as a company that could be run remotely anywhere. "

" We're trying to build the largest start-up ever without becoming a big company. "

" Once you've made peace with the fact that you're hardly ever going to work on anything that you're actually good at, the only thing that you can do is get good very fast on everything you have to do. "

" No one benefits from us not taking credit for our successes. There is no virtue in allowing kudos to go unclaimed or elsewhere. "

Tobias Lutke

Credit

Benefits

" Change has to be fundamental to a company's culture, or there is no way it can survive. "

" Computers add convenience to our everyday lives, but we are limited in what we can do with technology others have imagined. The ability for humans to teach machines entirely new things - coding - is nothing short of a superpower. "