Tobi Lütke

Eventually... And here's the reason why to do this.

It makes everything else easier to have an enemy.

It's much, much, much easier to say, hey, this other company wants us dead, therefore we need to work really hard.

Because everything else sounds hollow.

It's like, hey, everyone, let's work really hard because reasons.

So I ran out of credible things to point out at some point.

And so this is why I talk about intrinsic motivation a lot, because I had to think about it a lot.

How do you create an intrinsically motivated company where everyone works really, really, really hard?

when they technically probably don't have to right now.

You can talk about a future competitive might come out of the woodworks that does everything better.

And of course, companies constantly get disrupted because they become lazy and fat.

The only way I've found is for people to fall in love with the mission, and the mission is to make more entrepreneurship happen, make entrepreneurship more tractable, make our customers more successful, and know that if we fail to

If Shopify isn't a representation of the sum total of our skills and beliefs and what we know, how to build the best possible e-commerce software at this moment, more people will fail, right?

Because this is what we see over and over in the data.

Every time there's an area that makes people give up in their entrepreneurial journey, if we then find a way to significantly make this easier,

It's the people who otherwise would have given up make it.

It's entrepreneurship stops via hurdles.

And it's when some people at some point in some emotional state are too encumbered by self-doubt or the stresses of

building a company, and they encounter some kind of thing that has stumped them.

And if they're in a wrong mindset, they might call quits at this moment.