Tobi Lütke

Like, you can very much grow the space because you bring something new.

Like, the way we talked about our snowboards, it's just totally different.

Everyone else had, like, a grid with, like,

many snowboards and pictures and a prize, we had essays about what we did with a snowboard throughout the day, right?

Like, we just took them to a mountain and then said what happened that day, basically.

And it's like, sometimes it wasn't even quite related to the snowboard itself.

But...

that spoke to a new group of people who might not have bought a snowboard at all if it wasn't like this, or might not have purchased such a premium snowboard.

So there's a growing market for more people aspect in this, which I always really, really try to emphasize.

But you're right, it's somewhat learned.

So what happened is,

By 2015, so this is 10 years in the company's history, I don't think we truly had competition anymore for exact business.

In the enterprise business, there was some players.

there was no one going for the small and medium business market.

In fact, even really along the way, there wasn't, like, it just, everyone deemed it as a terrible market to go after.

And that was sort of a surprising thing.

It never seemed like this to me, but, like,

I'll tell you, in 2008, I had to hire some people.

I had some support at Shopify.com at some point needed to not just make it to me.

I needed to hire some people.