An Interview with Shopify CEO Tobi Lütke

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Writing publicly leads to remarkable, extraordinary serendipity.

For an example, forge ahead, dear reader.

This very publication, White Noise, led me to connect with David Perell. David is a good podcaster, a better writer, and the best, most genuine super-connector that I have ever “met” (thanks COVID).

As he often does, David connected me with an incredible person: none other than “Company Helper” (and self-described Trophy Husband, no less!) Sriram Krishnan. Sriram was in search of both editor and researcher for The Observer Effect, his online publication that “studies interesting people and institutions and tries to understand how they work.”

We chatted, got along well, and began to collaborate.

The rest, as they say, is history. Without further ado, the The Observer Effect’s third interview:

An Interview with Shopify CEO Tobi Lütke


I strongly recommend reading it in full. However, if you don’t click the image above, walk away with this:

Write early, write often, and write publicly. It may well change the trajectory of your life.


Per my about pageWhite Noise is a work of experimentation. I view it as a sort of thinking aloud, a stress testing of my nascent ideas. Through it, I hope to sharpen my opinions against the whetstone of other people’s feedback, commentary, and input.

If you want to discuss any of the ideas or musings mentioned above or have any books, papers, or links that you think would be interesting to share on a future edition of White Noise, please reach out to me by replying to this email.

With sincere gratitude,

Tom