Tobi Lütke

And I use Shopify.

I use it myself.

I'm a user.

I always have shops going, and I sign up for new shops and go for onboarding.

talk to customer support from pseudonyms.

I'm red teaming my own company all the time.

I'm a pain in the ass to work for because of that, but it's also that's kind of what you need to do when you're trying to... Look, as a CEO and founder of a company, it's dangerous to get disconnected from a product.

It's very...

people get really, really, really good at telling you a combination of words that makes you look elsewhere.

I've had plenty of such experiences in my career.

And so, you know, be in all the details is important.

I review every single project that's going on in the company every six weeks.

And it takes...

12-hour days usually three days we go for every single project we have an entire system we have an entire uh um piece of software for um that everyone uses to that we build where everyone registers everything that's going on in fact that was largely inspired by um military actually um a book called uh

Team of Teams by General McChrystal.

Excellent, excellent read.

Anyway, so we built an internal system that's an asynchronous distributed information system about what our teams are working on, all the projects, progress updates, who's on them.

And then this bubbles up into a six-figure view, and then we go through them, and I have a super, like, sometimes a quick, but, like, the team is there.

We can quickly talk about how things are going, what's stuck, and then keep going.

And then we move, try to move all of these projects to build...