Shopify CEO by day, Dad in evening, hacker at night, Aspiring comprehensivist.

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Yea that was a fun one. Thank you for celebrating the glory of entrepreneurship, David.
My conversation with Tobi Lütke (@tobi), co-founder and CEO of Shopify. 0:00 Companies as Social Technology 5:27 The Value of Reading Books: Cheat Codes for Life 7:28 Post-IPO Crisis: Cosplaying as a CEO 7:54 Competition vs Rivalry: The Power of Healthy Competition 16:02 COVID as a Turning Point: Rebuilding the Executive Team 18:21 Hiring Founders: Building a Team of High-Agency People 26:49 Shopify OS: Engineering the Company from First Principles 36:48 Compensation Innovation: Giving Employees Full Agency 40:41 The Psychology of Identity and Affirmations 48:43 Differentiation Over Perfection: Making It Your Own 50:31 Context Podcast: Documenting Decision-Making 1:26:36 The IPO Decision: Going Against Silicon Valley Orthodoxy 1:35:08 Building a Company Worth Working For 1:41:50 Hiring for Spikiness: Finding Non-Conformists 1:48:28 Office Design Philosophy: Creating Space for Excellence 1:58:54 Video Games as Business Training: StarCraft Lessons 2:07:06 AI Revolution: 2026 and Beyond 2:11:44 Focus on Craft: The Unquantifiable Elements of Excellence 2:21:08 Survivorship Bias: The Importance of Entrepreneurial Exposure 2:23:22 Closing Includes paid partnerships.
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So fun to introduce old friends to the amazing world of endurance racing. Come by, or tune in tomorrow for Road Atlanta starting noon EST.
I’m watching three friends lose 11 lbs of body weight in a race car tomorrow + Tobias Lutke (founder shopify) + DHH (creator ruby on rails) + Mathias Beche (le mans podium) Race car driving is insane… + 122°F cockpit + heart rate 170 + 2.5 hours straight + 10 hr race + up to 4.2 g force (wild) + multi-layer fireproof suit + sweat barely evaporate + 600-900 calories per hour The race is a 10-hour endurance track in atlanta. It’s called Motul Petit Le Mans. Tomorrow is the season finale, where 54 cars across multiple classes run roughly 400 laps of the 2.54-mile road. The race doesn’t end till 10 pm. They’ll be driving an LMP2: + 603 horsepower + 2,050 pounds + 9,000 rpm I’ve personally experienced some of the above things: > core body temp of 102°F > 3 g force in my airplane > non evaporative clothing > stomping 200 lbs > severe dehydration But never all at once… inside a race car for 2.5 hours straight, competing for tenths of a second, and in a high risk environment. I’m struggling to get my head around it. Last week, Tobi and I were at a conference catching up. He and I have been friends for 15 years. Tobi and DHH were my first customers at my payments startup Braintree. I’ll forever be grateful to them and DHH’s co-founder @jasonfried for giving my company life. Tobi approaches racing as I do my body. Data, method and analysis. A closed loop game of continuous improvement. Off the track, Tobi: + founder and ceo of Shopify + 6 million+ merchants + $195 billion market cap + 20 yrs building Off the track, DHH: + created Ruby on Rails + co-founder 37signals + 20 yrs building + profitable, no outside capital + 24 Hours of Le Mans class winner On the track, Mathias Beche: + 24 Hours of Le Mans podium finisher + European Le Mans Series LMP2 + FIA Endurance Championship winner + 15+ career prototype victories What a team of bad asses. I’m excited to be in the pit on tomorrow and watch all of this go down.
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tobi lutke retweeted
Seeing what they were working on here is what really made me realize what a great home Shopify would be for our team. Incredible work by everyone involved, and excited to help push stuff like this further 🙌🏻
When I built @kotn’s first store 12 years ago, I knew how to code and it still took me two weeks just to get to something OK, years to get to something I liked. We built the tool I wish I had back then. Here’s Canvas.
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tobi lutke retweeted
🚨 side project alert 🚨 Announcing Muse Gadgets, an open source ESP32 firmware and Linux sdk so that you can make hardware devices that work with Muse. Grab an API token from gadgets.muse.ai and point your favorite coding agent at the github repo to build your own peripherals for Muse.
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tobi lutke retweeted
I’m watching three friends lose 11 lbs of body weight in a race car tomorrow + Tobias Lutke (founder shopify) + DHH (creator ruby on rails) + Mathias Beche (le mans podium) Race car driving is insane… + 122°F cockpit + heart rate 170 + 2.5 hours straight + 10 hr race + up to 4.2 g force (wild) + multi-layer fireproof suit + sweat barely evaporate + 600-900 calories per hour The race is a 10-hour endurance track in atlanta. It’s called Motul Petit Le Mans. Tomorrow is the season finale, where 54 cars across multiple classes run roughly 400 laps of the 2.54-mile road. The race doesn’t end till 10 pm. They’ll be driving an LMP2: + 603 horsepower + 2,050 pounds + 9,000 rpm I’ve personally experienced some of the above things: > core body temp of 102°F > 3 g force in my airplane > non evaporative clothing > stomping 200 lbs > severe dehydration But never all at once… inside a race car for 2.5 hours straight, competing for tenths of a second, and in a high risk environment. I’m struggling to get my head around it. Last week, Tobi and I were at a conference catching up. He and I have been friends for 15 years. Tobi and DHH were my first customers at my payments startup Braintree. I’ll forever be grateful to them and DHH’s co-founder @jasonfried for giving my company life. Tobi approaches racing as I do my body. Data, method and analysis. A closed loop game of continuous improvement. Off the track, Tobi: + founder and ceo of Shopify + 6 million+ merchants + $195 billion market cap + 20 yrs building Off the track, DHH: + created Ruby on Rails + co-founder 37signals + 20 yrs building + profitable, no outside capital + 24 Hours of Le Mans class winner On the track, Mathias Beche: + 24 Hours of Le Mans podium finisher + European Le Mans Series LMP2 + FIA Endurance Championship winner + 15+ career prototype victories What a team of bad asses. I’m excited to be in the pit on tomorrow and watch all of this go down.
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"Racing is life. Everything else is just waiting."
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tobi lutke retweeted
2 companies who have put on an absolute clinic over the last 2 weeks: @Meta and @Shopify Really proud to see the RND team at Shopify making ruthless decisions around Ai, and knowing exactly what to protect/ not give away. Playing absolute chess.
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tobi lutke retweeted
Shopify wants more beauty on the web. That’s why we over-invest in things like Editions. The same ambition shaped Canvas. AI makes it easy to generate more of the same, so we spent a great deal of time guiding Sidekick to make good design decisions while giving you room to make something distinctly yours. Meet Canvas. Jump in and start designing.
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The team has really outdone themselves. Canvas is so much fun. Never imagined we would be able to make online store design so fun and democratized when we started. And it’s all still powered by liquid!
When I built @kotn’s first store 12 years ago, I knew how to code and it still took me two weeks just to get to something OK, years to get to something I liked. We built the tool I wish I had back then. Here’s Canvas.
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tobi lutke retweeted
The Shopify Racing #11 LMP2 is back in action for the final time of the year this weekend at Petit Le Mans / Road Atlanta. @tobi and I will share the car with @MathiasBeche for one last shot at the podium 🤘
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This is a totally new level for storefront design. Super excited for you all to try it.
There’s a new way to design stores on Shopify Introducing Canvas See your whole store at once. Click any detail to edit or tell Sidekick what you want to build.
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tobi lutke retweeted
That’s better Now you can pin our plugin in @ChatGPT
Replying to @OpenAIDevs
Plugin extensions let you build interactive panels, file viewers, and a sidebar home in ChatGPT. Get clearer feedback when submitting your plugin for review. With support for the proposed MCP Events specification, events in connected apps can start automations in ChatGPT: developers.openai.com/plugin…
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tobi lutke retweeted
Impressive. This set of talks, along with the new America dot gov website, has the unmistakable feel of an Apple launch event. They're rebooting the federal government as a tech startup. Several observations. (1) First, with this new AI interface to the entire federal government, if it works as promised, there won't be a single American who can't say their life wasn't helped at least in part by AI, or that the benefits accrued solely to zillionaires. This in itself cannily mitigates anti-datacenter sentiment. (2) Second, Joe Gebbia and Marco Rubio's talks on simplifying name changes and passport filings introduce a completely new era where the US government is actually launching tangible features that benefit users. (3) Third, this launch event in and of itself may visibly drive reform. It could become much more important than the State of the Union. Unlike laws, code is user-visible, and can be instantly audited by the public, as Obama found out with the failed obamacare website launch. So: the annual America dot gov event may be substance, whereas SOTU is traditionally optics. I wouldn't be surprised to see the President present at the next one. (4) Fourth, this kind of event is a perfect example of where tech and red cooperate best. They both hate bureaucracy. Automating paperwork with code reduces the power of statists over both capitalists and nationalists. It's also hard to undo by other admins: once you digitize a process, hard to turn it back to paper. (5) Fifth, it's an obvious point perhaps, but think about how much influence YCombinator has had in 20 years. From Gebbia's Airbnb joining their 2009 batch to a complete overhaul of the user interface of the US bureaucracy, and thus the US government. (6) Sixth, this is another take on the network state. The functional part of the US (the network, meaning tech) is merging with and partially reforming the dysfunctional part (the state, meaning bureaucracy) by automating 20th century paper forms. As a tech startup, there will no doubt be bugs and user issues and so on, but unlike with paper laws those issues will be visible and the code fixes will be verifiable. A new era of AI America. Rooting for them.
Congrats to the @ndstudio team on launch of America.gov ! 🇺🇸
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😭😭
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tobi lutke retweeted
Concordia University handbook teaches students to hate Canada, the West, police. Its manifesto tells students that the university serves the "extracative settler colonial project of so-called Canada," writes Terry Newman nationalpost.com/opinion/ter…
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tobi lutke retweeted
Here is one I made for @Shopify @tobi INSANE this literally took 10 mins by Opus 5.5 🤯 a few weeks ago it would have taken 5 days and cost $5K
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Build and run your business with muse by your side.
Our @Muse connector is live Connect your Shopify store and talk to your Muse about orders, inventory, and analytics It remembers your goals and follows up before you even ask
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tobi lutke retweeted
Our @Muse connector is live Connect your Shopify store and talk to your Muse about orders, inventory, and analytics It remembers your goals and follows up before you even ask
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tobi lutke retweeted
Introducing Wabi 2.0: a new kind of messenger that makes apps and gets things done for you and your friends. We’re building the OS for the agentic era - software that adapts to your life, gets things done, and makes more room for the people and things that matter. Invite-only to start. Download Wabi to get on the waitlist. First come, first served.
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tobi lutke retweeted
AI Safety People: We need to make sure AI is aligned with humanity. Also AI Safety People: I practice polyamory with my polycue, publicly promote orgies and prostitution, advocate for the lives of shrimps over humans, and have no children.
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