Decidr

Shopify’s CEO just did what most leaders are too scared to do. He told his people to stop waiting for AI to make sense and start making sense of AI.

Tobi Lütke’s memo was blunt. Learn AI. Use it. Embed it in everything. It was part war cry, part ultimatum and it went viral for a reason. Most companies are still treating AI like it’s an optional upgrade. Shopify is treating it like oxygen.

That’s the difference between surviving disruption and driving it.

But here’s the uncomfortable truth, 99 per cent of execs will applaud the memo, repost it on LinkedIn and… (insert cricket noises here) change nothing. Because talking about AI is easy. Operationalising it? That’s war. It means tearing down workflows, sacrificing sacred cows and unlearning decades of “best practice.”

It’s surgery and most leaders don’t have the stomach for it.

At Decidr, we work with companies who’ve made peace with discomfort. They’re not just experimenting with AI, they’re rebuilding around it. And in some cases, starting from the ground up. They don’t want dashboards. They want decisions. We’re helping them make the best decision at every turn.

Yes, Lütke’s memo should be a wake-up call. But if your response is to send it to your team with a 🤔 emoji and no action, you're still very much on snooze.