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" Commerce is a powerful, underestimated form of expression. We use it to cast a vote with every product we buy. It's a direct expression of democracy. This is why our mission at Shopify is to protect that form of expression and make it better for everyone, not just for those we agree with. "

Tobias Lutke

Powerful

Vote

Better

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" It's not a principle unless it costs you something. "

" Our hiring is almost completely built around just going through someone's life story, and we look for moments when they had to make important decisions, and we go deep on those. "

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

" To kick off a merchant is to censor ideas and interfere with the free exchange of products at the core of commerce. When we kick off a merchant, we're asserting our own moral code as the superior one. But who gets to define that moral code? "

" Our mantra has been, 'We will not buy a company unless we think the people that make up the company have a better job the day after the acquisition than before.' "

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

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" If you believe something needs to exist, if it's something you want to use yourself, don't let anyone ever stop you from doing it. "

" 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 care about working on interesting problems, and Shopify is this gift that keeps on giving for working on interesting problems with amazing people. "

" We are at our best when we are at our proudest. Canadians need to harness that confidence in every arena, not just the ice rink. The Maple Leaf stands for quality, thoughtfulness, and innovation, so let's brand it proudly on the things that we've invented, created, and figured out. "

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

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

" I'm ridiculously lucky. "

Tobias Lutke

Ridiculously

Lucky

" I always loved retail. I love the ideas behind it. I think small-business retail is one of the areas where capitalism works so wonderfully well. "

" 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. "

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

" It is my strong belief that computer literacy should be part of our educational system's core curriculum. "

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

" I never cared a lot for school. "

" 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. "

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

" When the market turns down, a lot of people lose jobs... and that's the time people become entrepreneurs. Downturns end up being the best times to start companies. "

" I never went to university. "

Tobias Lutke

University

Never

" It is incredibly powerful if you solve the problem you actually have yourself. It's really tough to develop a good product when you don't have very close proximity to the people who actually use your product. The closest proximity you can have to those people is to be that person. "

" 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. "

" 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. "

" Every phase of building a company is really hard. "

" 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. "

" 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 think I probably had to start a company, because I don't think I can work for other people. "