Shopify CEO’s Insight: How Companies Can Better Utilize Founders’ Unique Skills
In a recent discussion on the “Founder’s Podcast,” Shopify CEO Tobi Lütke highlighted a common oversight businesses often make: underestimating the value of founders’ entrepreneurial experience. Lütke argues that firms frequently fail to harness the distinctive insights that entrepreneurs bring to the table.
“I feel like it’s a very special thing,” Lütke noted, referring to the unique perspectives founders offer. “And companies reject it. Companies cocoon them.”
Lütke, who established the Canadian e-commerce firm Shopify in 2006, emphasized that firms often err by relegating founders to the sidelines on projects he termed as “skunk work teams.” He likened these assignments to “day care for people who tell you that your shit doesn’t smell right. And your shit does smell,” adding, “I’m like, ‘No, you don’t get to put them in like founder day care.'”
During the pandemic, Lütke took action at Shopify by raising the profile of founders from acquired companies, making them more prominent than other managers. He maintains a direct line of communication with these founders through a Slack channel, seeking their expertise.
Shopify has made several strategic acquisitions lately, including logistics company Deliverr in 2022, influencer marketing startup Dovetale in the same year, and workplace messaging platform Threads in 2024. Notably, the founders of Dovetale and Threads continue in product roles at Shopify, while the CEO of Deliverr has embarked on a new logistics venture after a year with the company.
Lütke also shared on the podcast how he identifies employees who adapt swiftly and excel in crises. He revealed his key question to potential hires: “Have you started a company before?”
