Mark MacLeodFounder, Limitless.ceo · The Startup CEO Coach | Helping ambitious CEOs & founders scale world-changing companies without sacrificing their health, happiness, purpose, or humanity

"Startups exist to address good, great, and world-class" Tobias Lutke CEO Shopify - The Startup CEO

11 Sept 2024 · 1 min

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Excerpt from a YouTube interview between Tobias Lütke and Mark MacLeod discussing how products sit on a quality spectrum (scale of 1–10). They describe a 'good' middle-of-the-road product (7/10) exemplified by Starbucks—reliable but not world-class—and argue startups exist to push from good/great toward world-class; Apple is mentioned as producing world-class work only rarely ("once a decade").

Put this on a scale from 1 to 10, say 10 is world class in 9th grade, it's good.
7 is meh. And then that's basically what you get.
When you're doing a very good implementation.
Of what everyone's doing.
Like the best version of sort of the middle of the spectrum. Starbucks coffee.
Is 7 out of 10.
It's not meant to be the best cup of coffee. It's just reliable, every single time.
Low, you know. So I.
Believe that.
Startup exist to address good grade and world class. And there's some large.
Companies that manage to pull off every once in a while, great stuff, which is remarkable and it's unprecedented, I think. But it exists now.
You know, Apple.
Does it once a decade or so.