
VP @Shopify. Founding Partner @backboneangels (https://xitter.cf/t.co/6XU8bK0xGL) Fiercely Canadian. Tweets are my own.
Canada
Joined September 2010
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Running Comms for @Shopify has allowed me to test a few theories and coming into the new year, some thoughts on where Comms needs to go in 2024...a 🧵:
Can't wait @ecommcowboy - see you soon!
TODAY’S SHOW // 10.13.26
> @TJ_Bongiorno (The Outgoing Co.)
> @laura_serino (Postscript)
> @Clark_al (Shopify)
Storylines:
+ NYC Fines Hard-to-Cancel Subscriptions
NYC’s Click-to-Cancel rule is in effect, the first city rule of its kind in the country. Fines start at $525 per violation and climb to $3,500 for repeat offenders, plus refunds counted from the customer’s first attempt to cancel.
The rule: cancellation must work the same way sign-up did. Signed up online, cancel online. No phone mazes, no free trials that quietly convert.
+ Chisos Replaces Email Agency With Grok Bot
@willroman says the boot brand handed its email marketing to a Grok Bot and cut the agency. Did every retainer in DTC just get a new comp?
+ The State of ChatGPT Ads
Per Modern Retail, 1,400 advertisers ran ChatGPT ads in August, and nearly 10% of the spend came from just 3 companies: Capital One, Expedia, and Cloudflare. Cost per click is running about 6x Google, there’s no audience targeting, and one measurement firm’s verdict on early results: “pretty bad.”
+ Shopify’s Entrepreneur Effect
@Shopify dropped its Entrepreneur Effect report today: merchants generated $1.2 trillion in global economic activity, up 110% from 2022, supporting 9.6 million jobs and $68 billion in cross-border sales.
Shopify VP @Clark_al joins the show to break it down.
— — —
Watch & React: Zuck on Cheeky Pint
> “Agentic commerce isn’t a 20% conversion lift. It creates customers who never existed.”
> Zuck used Instacart twice a year. Muse got him to weekly: “I am a new Instacart subscriber.”
> The scariest retail question of the decade
xitter.cf/i/broadcasts/1qGoNYppX…
Numbers are fun, but so is a video that I made without showing anyone first.
Canada, this is for you 🇨🇦
Shopify businesses supported 9.6+ million jobs in the last year
Entrepreneurs are an economic force ↓
shopify.com/entrepreneur
Until you see the numbers, you can't really understand what's happening.
Welcome to the golden age of entrepreneurship:
Shopify businesses supported 9.6+ million jobs in the last year
Entrepreneurs are an economic force ↓
shopify.com/entrepreneur
The only credible witness to the founder journey is the founder. That's why we started InStock and that's why, after 100 stories, we're going to keep going: shopify.substack.com/p/100-p…
The future is now!
...also, it's wearing cute pj's!
This week has totally changed the game for entrepreneurs everywhere. @Muse just planned and set up PIKA's entire BFCM strategy. @Shopify AI toolkit + @claudeai fixed a massive swatch issue on my PDP. And Shopify's Canvas just built a total website refresh for pikalayers.com 🤯
Alexandra Clark retweeted
I see a @tobi interivew, I watch it. Sometimes twice. It'd be very hard to find another public company CEO with this kind of founder-mode setting when it comes to staying at the bleeding edge of where tech is headed while steering a giant co he's got shipping like a startup
My third conversation with Shopify co-founder and CEO @tobi.
0:00 How Shopify Uses AI
7:18 River: Shopify's Internal AI
8:55 How to Encourage Osmosis Learning
10:52 AI Dreaming and Self-Reflection
11:53 How to Use AI for Strategic Decision Making
14:11 The One Thing AI Cannot Do
16:04 What AI is Making Worse at Shopify
19:46 Predictions: Where AI is Headed Next
21:55 The Future of AI-Powered Software
24:40 Will CEOs Be Replaced with AI?
27:54 Can Superintelligence Be Controlled?
31:13 Critical Skills in AI Age
34:22 Why Complex Solutions are Usually Wrong
36:33 Conditions Needed for True Intuition
38:02 The Best Path Doesn't Have Instant Feedback
44:51 How Affirmations Can Shift Your Behavior
50:44 The Inobvious Thing Hurting Companies
52:37 Relationship Between Beauty and Creation
56:23 How SpaceX Moves Forward By Subtraction
1:00:24 Why Companies Need Refounding Events
1:01:50 Books as Cheat Codes
1:02:39 Three Books to Change Your Thinking
Enjoy!
(Includes paid promotions.)
This👇 x100. It's a confidence problem.
Stopping something requires someone to own the decision. Adding lets everyone avoid it. When you know what you're aiming for, you cut.
This, plus the announcements coming out of the Investment Summit …it’s a good week for demonstrating of what Canada is capable of when we lean into our strengths and focus on what we can build.
The belle of the ball. 🇨🇦
Dear @MarkJCarney we want to bring the relationship with Canada to the highest level possible.
I would like to work with you on opening the door for Canada to being the first associate member of the EU.
And create a common prosperity and economic security space.
long form > everything.
Good ep. between @shaneparrish and @tobi
My third conversation with Shopify co-founder and CEO @tobi.
0:00 How Shopify Uses AI
7:18 River: Shopify's Internal AI
8:55 How to Encourage Osmosis Learning
10:52 AI Dreaming and Self-Reflection
11:53 How to Use AI for Strategic Decision Making
14:11 The One Thing AI Cannot Do
16:04 What AI is Making Worse at Shopify
19:46 Predictions: Where AI is Headed Next
21:55 The Future of AI-Powered Software
24:40 Will CEOs Be Replaced with AI?
27:54 Can Superintelligence Be Controlled?
31:13 Critical Skills in AI Age
34:22 Why Complex Solutions are Usually Wrong
36:33 Conditions Needed for True Intuition
38:02 The Best Path Doesn't Have Instant Feedback
44:51 How Affirmations Can Shift Your Behavior
50:44 The Inobvious Thing Hurting Companies
52:37 Relationship Between Beauty and Creation
56:23 How SpaceX Moves Forward By Subtraction
1:00:24 Why Companies Need Refounding Events
1:01:50 Books as Cheat Codes
1:02:39 Three Books to Change Your Thinking
Enjoy!
(Includes paid promotions.)
Alexandra Clark retweeted
Canada needs its Canadians. You should come home and help build this country.
Alexandra Clark retweeted
MAC didn't follow beauty culture. It built it, and it didn't stop there.
It turned makeup into a tool for self-expression.
It was radically inclusive before inclusivity was a strategy.
Its artists have shaped fashion, music, and pop culture.
Four decades in, still setting the standard. Now, @MACcosmetics US is live on @Shopify.
Alexandra Clark retweeted
Canada suffers terribly by considering 'technology' to be a "sector" instead of a *layer.* Digital infrastructures and the intangibles economy should be looming large in these debates. The booze stuff is a compelling red herring.
Sources briefed on trade negotiations say Ottawa is pushing for a deal that won’t leave key sectors behind, as Wednesday deadline looms.
thelogic.co/news/canada-us-t…
Masterclass.
🫡 @lulumeservey
Lulu (@lulumeservey) is the best in the world at what she does.
She’s the go-to comms strategist for Silicon Valley and many of the top founders in tech trust her.
She’s an advocate for going direct, has built a singular career and shares everything she’s learned.
0:00 From China to America
2:08 Learning to Read the Room
6:18 Building a Movement
7:30 Learning Comms by Doing
10:50 Anduril as an Insurgent
15:07 The Power of a Manifesto
18:47 Go Direct
26:45 Conviction Over Charisma
31:30 Why Rostra Exists
33:23 How AI Leaders Lose Trust
40:40 Tell a Better Story
47:55 Do Things That Can't Be Faked
50:55 The Return to Beauty
57:11 Originality Over Templates
1:04:02 Do What Only You Can Do
1:07:14 The Jetsons Rule
1:10:41 Trust Yourself
1:12:29 Why Humans Crave Stories
Includes paid partnerships.
The distance between a cultural moment and a business is now about an hour. New Pope? World Cup? T-shirts and swag almost immediately.
Nearly 10% of new shops now make their first sale on day one, 43% faster than three years ago.
Speed. Of. Commerce.
shopify.com/news/culture-bec…
















