May 22, 2021

MORE LIKE THIS, PLEASE: Shopify CEO Tobi Lütke Speaks Out Against Woke Capitalism.

Business Insider reports that the CEO of the e-commerce platform Shopify, Tobi Lütke, recently sent a letter to the entire staff reasserting the company’s commitment to competitive enterprise and rejecting calls for it to embrace social activism. In an age when woke politics are increasingly infecting corporate America, he wanted to “remind everyone that we are a business,” and, “more importantly, a hugely ambitious one.”

“We are trying to create a world class product that gives superpowers to the merchants that we are obsessed over,” Lütke wrote. “Everything Shopify does is to accomplish this, and everyone at Shopify should be able to describe how their job, through a series of direct or indirect steps, furthers this mission.”

“Shopify, like any other for-profit company, is not a family,” he continued. “The very idea is preposterous. You are born into a family. You never choose it, and they can’t un-family you. The dangers of ‘family thinking’ are that it becomes incredibly hard to let poor performers go. Shopify is a team, not a family.”

“We cannot solve every societal problem here,” Lütke warns. “Shopify’s worldview is well documented—we believe in liberal values and equality of opportunity. Sometimes we see opportunities to help nudge these causes forward. We do this because this directly helps our business and our merchants and not because of some moralistic overreach.”

Related: Woke Capitalism: Hit Back Twice as Hard.

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