Breaking the rules of growth: Why Shopify bans KPIs, optimizes for churn, prioritizes intuition, and builds toward a 100-year vision | Archie Abrams (VP Product, Head of Growth at Shopify)

When you have teams naturally break up the world into different final stages or different points in the journey. It gets very seductive to s look at My part of the funnel. and what's my conversion rate through that part of the funnel. Right. And then the team starts to optimize. for that conversion rate as their North Star, but in practice.

It's actually almost always easier to just make it harder to do the thing right before your step. in the funnel to increase your conversion rate. So instead of I'm trying to convert a bunch of people, I just want more people to get activated. And then once you start thinking that way, you realize actually the best way to get more people to get to a step is just to get more people in the door in the first place. That will always hurt your conversion rate, but it may actually give you more people on the outside. Today my guest is Archie Abrams. Archie is VPF product and head of growth at Shopify.

where he leads an org of over six hundred people across product, design, engineering, data, ops, and growth marketing. Shopify is both an incredibly unique and also an incredibly successful business. And they do things very differently. And as a result, there's a lot that we can learn from how they approach building product and driving growth.

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