Why Shopify Doesn’t Use KPIs and What You Can Learn From It

It’s easy to obsess over KPIs and OKRs. They offer control and momentum. But as Shopify CEO Tobi Lütke puts it, once a metric becomes a goal, it stops being a useful metric.

Shopify still uses data, but as a tool, not a scoreboard. They don't let metrics dictate judgment. They trust something deeper: craftsperson energy, taste, and intuition.

Legendary companies like Apple and Patagonia built products that people feel. Not because they out-dashboarded everyone, but because what they built moved people.

I built the Product Pulse Framework to bring this mindset to life. It’s for teams that want to build with depth and direction without being trapped by metrics.

It includes:

• Broad, qualitative outcome alignment

• Rubrics that rate delight, usability, and quality

• Directional metrics that inform, not dictate

• A blend of analytics and human insight

• A ritual of reflection, learning, and planning

In a world where AI can handle execution, judgment is your differentiator.

Check out the breakdown in my latest video here and FREE template here.

Let’s build with soul, not just numbers.

Keep building, keep going 🚀

Startups, corporates, it doesn’t matter. I've seen great ideas crash from not thinking a few moves ahead. That’s why I built the Straightforward Strategy Blueprint, a FREE template so your idea doesn’t become another could-have-been. Get it here.