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Index
Introduction
1. At the Epicenter: Tobias Lütke
An Unpromising Start
The Apprentice
Entering the Workforce
Gaming as Preparation
2. Prelude to the Launch
Enter Fiona McKean
E-commerce before Shopify
The Snowdevil Initiative
3. Lift-Off!
The Launch of Shopify
Fresh Founders
Ramping Up
4. Turbulence and Tailspin
Shopify Nearly Goes Bankrupt
CEO Departs — Lütke Steps In
Global Financial Crisis and Recession
5. The Turnaround
The API and Other Astute Moves
Crossing the Chasm
A Diverse Team
Brittany Forsyth
Harley Finkelstein
Toby Shannan
Craig Miller
Russell Jones
Joseph Frasca
The Astronauts
6. The Boost from Venture Capital
$120 Million
Hypergrowth and Coaching
Shopify the Venture Capitalist
7. Shopify Gathers Speed
Agile Business Development
A Secret Growth Hack
Marketing Outside the Box
The Back Office
8. The Shopify Environment
The City’s Hippest Scene
Offices in Paradise
Skip the Shit Sandwiches
Recruitment: Key to Shopify
Engagement
9. Empowering Entrepreneurs
The Unscaling Paradigm
Direct to Consumer
Celebrity Merchants
Dropshippers
10. Retail Operating System I
Changing Engines Mid-Flight
28,000 Lines of JavaScript Deleted
Shopify Payments: The Fountainhead
11. CEO of the Year
Lütke’s Modus Operandi
The Art of Decision-Making
The Big Picture
Hands On
First-Principles Thinking
12. Listing on the Stock Market
The IPO and Subsequent Issues of Shares
The Attack of the Short Seller
What They Did with Their Wealth
13. Retail Operating System II
Shopify Plus: The Big Players
Social Commerce
The Bank of Shopify
14. The Heroism of the Engineers
Shopify Dodges the BlackBerry Curse
Keepers of the Code
Battling the Bots
Trolls, Fraudsters and Hackers
15. Escape Velocity
Moving Upmarket
Going International
Cryptocurrency and Cannabis
Fuelling the Shopify Brand
The Shopify Fulfillment Network
16. Entering the Big Leagues
The Empire versus the Rebels
To Patent or Not to Patent
17. COVID-19 at Warp Speed
“The Pandemic Just Turbocharged Them”
Shopify Shop
Code Red!
Buy-Outs and IPOs
18. Thriving on Change
Digital by Design
Logistics: The Five Stages of Grief
Shopify Is a Team Not a Family
Telling Shopify’s Story
Departures and Reminiscences
19. Staying Alive
A Different Kind of Company
The Compensation Crisis
The Corporate Governance Crisis
The “Buy with Prime” Crisis
Insomnia
20. Rebooting the Engine
Layoffs, Price Hikes and Cutbacks
A Tighter Ship
High Rate of Innovation
Sidekick
Tools for Larger Companies
Shopify Collabs
Collabs with MrBeast
Collab with Drake
Collabs with Micro-influencers
Future Opportunities
Open Banking
Livestream Shopping
Epilogue: Wrapping Up
Role of Luck
Let’s Have More “Unternehmergeist”
Shopify’s Externalities
Promoting Entrepreneurship
Review of Shopify’s Growth Trajectory
Acknowledgements
Notes
Introduction
1. At the Epicenter: Tobias Lütke
An Unpromising Start
The Apprentice
Entering the Workforce
Gaming as Preparation
2. Prelude to the Launch
Enter Fiona McKean
E-commerce before Shopify
The Snowdevil Initiative
3. Lift-Off!
The Launch of Shopify
Fresh Founders
Ramping Up
4. Turbulence and Tailspin
Shopify Nearly Goes Bankrupt
CEO Departs — Lütke Steps In
Global Financial Crisis and Recession
5. The Turnaround
The API and Other Astute Moves
Crossing the Chasm
A Diverse Team
6. The Boost from Venture Capital
$120 Million
Hypergrowth and Coaching
Shopify the Venture Capitalist
7. Shopify Gathers Speed
Agile Business Development
A Secret Growth Hack
Marketing Outside the Box
The Back Office
8. The Shopify Environment
The City’s Hippest Scene
Offices in Paradise
Skip the Shit Sandwiches
Recruitment: Key to Shopify
Engagement
9. Empowering Entrepreneurs
The Unscaling Paradigm
Celebrity Merchants
Dropshippers
10. Retail Operating System I
Changing Engines Mid-Flight
28,000 Lines of JavaScript Deleted
Shopify Payments: The Fountainhead
11. CEO of the Year
Lütke’s Modus Operandi
The Art of Decision-Making
The Big Picture
Hands On
First-Principles Thinking
12. Listing on the Stock Market
The IPO and Subsequent Issues of Shares
The Attack of the Short Seller
What They Did with Their Wealth
13. Retail Operating System II
Shopify Plus: The Big Players
Social Commerce
The Bank of Shopify
14. The Heroism of the Engineers
Shopify Dodges the BlackBerry Curse
Keepers of the Code
Battling the Bots
Trolls, Fraudsters and Hackers
15. Escape Velocity
Moving Upmarket
Going International
Cryptocurrency and Cannabis
Fuelling the Shopify Brand
The Shopify Fulfillment Network
16. Entering the Big Leagues
The Empire versus the Rebels
To Patent or Not to Patent
17. COVID-19 at Warp Speed
“The Pandemic Just Turbocharged Them”
Shopify Shop
Code Red!
Buy-Outs and IPOs
18. Thriving on Change
Digital by Design
Logistics: The Five Stages of Grief
Shopify Is a Team Not a Family
Telling Shopify’s Story
Departures and Reminiscences
19. Staying Alive
A Different Kind of Company
The Compensation Crisis
The Corporate Governance Crisis
The “Buy with Prime” Crisis
Insomnia
20. Rebooting the Engine
Layoffs, Price Hikes and Cutbacks
A Tighter Ship
High Rate of Innovation
Future Opportunities
Epilogue: Wrapping Up
Role of Luck
Let’s Have More “Unternehmergeist”
Shopify’s Externalities
Promoting Entrepreneurship
Review of Shopify’s Growth Trajectory
Index
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
R
S
T
U
V
W
X
Y
About the Author
Copyright
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