← The Knowledge Project

#41 Tobi Lütke: The Trust Battery

Sep 18, 2018 1h 47m 27 insights
Today, I interview fellow Ottawan and the founder and CEO of Shopify, Tobi Lütke. In case you’re still new to the internet, Shopify is the largest ecommerce platform that allows people to easily set up online storefronts to sell everything from jewelry to surfing lessons. Shopify began as a simple two man operation selling snowboards online, but it became clear rather quickly that it had the potential to grow into much more. Now Shopify employs more than 4,000 people and supports more than 600,000 businesses online. It’s a remarkable story, with a remarkable leader at the helm. There was so much I wanted to talk to Tobi about that we hop around quite a bit. Here are a few of the topics we discuss: Tobi’s thoughts on how video games helped him prepare to run a company How selling snowboards online slowly transitioned to the creation of one of the biggest tech companies in the world Why Tobi intentionally headquartered Shopify outside of Silicon Valley and how that fits into his overall growth strategy One of the most underrated resources Tobi leans on to mine nuggets of wisdom when trying to get insight or solve a problem The hard and valuable lessons Tobi learned as they scaled from a 2 employee company to a 4,000 employee company What the “Tobi test” is, and how it helps Shopify team members become more adaptable, unified and prepared when things go haywire How employees use the “trust battery” and how it fosters better teamwork, communication, and productivity throughout the company The benefits of hiring employees in a “secondary market” as opposed to a “primary market” and how that contributes to the unique culture at Shopify Tobi’s decision-making process and his philosophy on making quick vs analytic decisions Tobi’s unusual morning routine that gets him in the right mindset to tackle the day His optimistic view of AI and machine learning and how they will impact the way we do things in the future And more… Whether you’re building a business of your own, want to create a more dynamic and unified culture at work, or just like hearing entrepreneur war stories, this episode will not disappoint. Go Premium: Members get early access, ad-free episodes, hand-edited transcripts, searchable transcripts, member-only episodes, and more. Sign up at: https://fs.blog/membership/   Every Sunday our newsletter shares timeless insights and ideas that you can use at work and home. Add it to your inbox: https://fs.blog/newsletter/   Follow Shane on Twitter at: https://twitter.com/ShaneAParrish
Actionable Insights

1. Apply Systems Thinking

Use systems thinking to draw diagrams of forces, balancing loops, and reinforcing loops to understand complex problems. This approach clarifies interactions, exposes hidden assumptions, and addresses root causes instead of just symptoms.

2. Strategic Information Acquisition

Prioritize gathering comprehensive context and information before making decisions, especially for undoable ones. Your decision-making skill directly correlates with your ability to acquire high-quality information from various sources.

3. Cultivate Growth Mindset

Actively foster a growth mindset in yourself and others, recognizing that understanding this concept is liberating. This empowers continuous self-improvement and helps people transcend fixed mindsets.

4. Utilize Trust Battery Model

Employ the ’trust battery’ mental model to objectively discuss and manage trust as a gradient between individuals. This facilitates constructive feedback and allows individuals to earn greater autonomy by building trust with their team.

5. Design Environment for Standards

Design both physical and virtual environments to subtly nudge desired behaviors and uphold high quality standards. Ensure everything within your control reflects the quality you expect in your products, making it easy to do the right thing without expending willpower on mundane tasks.

6. Ruthlessly Evaluate Processes

Critically evaluate all existing processes, retaining only those that enable the impossible or significantly simplify tasks. Eliminate processes that merely dictate behavior against common sense, as they are largely unproductive.

7. Build Anti-Fragile Organization

Cultivate an anti-fragile organization by prioritizing rapid reaction to adverse events over prevention. Actively seek opportunities to introduce change and disruption, making ’thriving on change’ a core value for adaptability and resilience.

8. Run Largest Small Company

Strive to build the ’largest small company’ by intentionally preserving the positive attributes of small companies—impact, autonomy, and strong relationships—as you scale. Continuously reinvent practices to improve company building and eliminate non-value-adding activities.

9. Embrace Human-Assisted Technology

Adopt a ‘human-assisted technology’ approach, focusing on empowering people with tools that give them superpowers rather than replacing them. The goal is to achieve the best results through collaboration between humans and machines.

10. Compete Against Absolute Standards

Drive continuous improvement by competing against absolute standards, not just current competitors. Define the ideal outcome, then identify the next best and most realistic steps, consistently pushing towards that ultimate vision.

11. Learn from History

Study history from multiple viewpoints to understand how great companies were built and problems were solved. Reconstruct past situations to derive lessons and mental models applicable to current challenges.

12. Scale as Learning Organization

Scale your organization by hiring for high future potential and accelerating their growth through coaching, book clubs, and internal context-sharing. Foster a growth mindset to help individuals excel in their craft.

13. Understand Problem Complexity

Recognize the shift from complicated to complex problems in modern business, where cause and effect are unclear and secondary effects are crucial. Optimize for holistic outcomes and product perfection rather than solely measurable, step-by-step efficiency.

14. Maintain Decision Log

Keep a log for major decisions, documenting the choice, key information, and rationale. Periodically revisit this log to assess decisions with hindsight, learn from mistakes, and identify missed information, thereby improving your decision-making process.

15. Use Video Games for Learning

Utilize video games as distilled learning environments for repeated practice in decision-making, resource management, and strategy under pressure. These skills are directly transferable to real-world business challenges.

16. Embrace Internal Multiculturalism

Foster internal multiculturalism and allow diverse office cultures to flourish, encouraging everyone to bring their authentic selves to work. Diversity of thought and background enhances meeting quality and organizational strength.

17. Prioritize Adaptability over Efficiency

Emphasize adaptability over efficiency, especially in dynamic environments, to avoid creating hidden dependencies that slow down large companies. Efficiency can sometimes lead to worse outcomes by centralizing resources.

18. CEO as Standard Holder

As a leader, act as the ultimate holder of quality standards, ensuring everything shipped meets a minimum bar. Use your ‘spotlight’ to actively investigate areas that don’t meet expectations, initiating conversations for improvement.

19. Create ‘How I Work’ Document

Develop a ‘How I Work’ document to share your working style, preferences, and communication habits with colleagues. This short-circuits the learning process for new team members, helping them interact effectively without misinterpreting your actions.

20. Practice Trust, But Verify

Apply ’trust, but verify’ with new colleagues, especially in critical areas, by challenging assumptions and rebuilding analyses from raw data. Continue this until a consistent track record of accuracy is established, then reduce verification.

21. Manage Time as Capital

Treat your time as a valuable capital asset, tracking its allocation and rebalancing it quarterly. This ensures your focus aligns with strategic priorities and prevents passive consumption of your time.

22. Make Every Dollar Count

Cultivate the habit of making every dollar count, especially in the early stages of a business. This financial discipline, often learned through necessity, is crucial for sustainable growth.

23. Broaden Skills for Empathy

Improve your craft by broadening your skills and learning outside your direct field, such as an engineer learning to draw. This fosters empathy for colleagues in different disciplines and provides new perspectives.

24. Cure Hindsight Bias

Actively counteract hindsight bias by using tools like a decision log to accurately recall the complexity of past choices. This practice helps leaders avoid underestimating decision difficulty and fosters better judgment.

25. Books as Life’s Cheat Codes

Read widely and consistently, viewing books as ‘cheat codes for real life’ that provide access to the accumulated knowledge and experiences of others’ careers. This accelerates personal learning and development.

26. Focused Morning Routine

Incorporate a challenging, non-autopilot task into your morning routine, like shaving with a straight razor. This focused, meditative practice can sharpen your mind and set a committed tone for the day.

27. Cultivate Irreverence for Norms

Develop a healthy irreverence for existing companies and their established practices. This mindset can free you to challenge norms and innovate more effectively.