Tobi Lütke

You can't build something at room temperature.

There needs to be a stronger emotion.

There needs to be...

guilt, shame, anger, like something strong, and then ideally something that doesn't flame out fast, ideally something that lasts.

So therefore, everything that exists, everything that's built is a passion project by people.

It's people who pursued and created something, usually in the face of naysayers and people who wanted to detract from that.

And so that was it for me.

It's a combination of pride in my craft.

Again, I'm literally a crafts person.

I apprenticed my craft as a computer programmer.

And dissatisfaction with what my priors have prepared before I needed it.

And so I want to make sure that the people who come now

entrepreneurship find tools that are as good as I can make them I they will always can be better but like that's the fun puzzle of a company it's like it's it's it's never perfect but it hopefully is always better than it was before and so that's the thing that I just find to be the most

fun things to dedicate my working life to.

No, to be fair, a year and a half later, while Shopify launched, I'm going to say it was...

really good if what you wanted to do was happen to also start a snowboard store.

It took a lot of additional work to make it work for most other products.

If a product was very simple, you could do it, but it's funny.

There's this old riff on the JFK quote that people say in the startup ecosystem.

We do this not because it's easy, but because it is easy, but because we thought it would be easy.