Narratives

It seems like when a business gets big what sells most is narrative.

Shopify touts itself as a company that is arming the rebels as against Amazon that is building an empire. And boy, they are doing well at that.

The recent Amazon Prime Day showed me that the anti-amazon church is increasing. The members sure don't all share a singular reason, but at this early stage, they don't care.

It's beautiful to see how Shopify is implementing its narrative of "arming the rebels". They give merchants more power, they support them with loans through Shopify capital, they have various subscription tiers just to ensure merchants can do whatever they want with their store and etc

Shopify isn't winning because Amazon treats its workers bad, they are focused on the fact that Amazon is building an empire and they on the contrary wants to give small businesses the tools to build their own empires. Something like - instead of making Jeff Bezos rich, come make yourself rich using us.

I'd wager that's not how Shopify started, but that's what sells now 😁
I think this is because story/narrative is more scalable. 

In the beginning you can acquire customers by just telling them what problems you are solving for them.

But to get to 
Shopify
levels of scale you can't do that just by communicating problems you are solving. Rather you need to communicate realities that you are making possible. 

As in the old days 
Tobias Lutke
could get by positioning Shopify as a way to circumvent the need to code your own
e-commerce
website. However after years of successful growth you eventually need a more life-changing narrative to sell to broader markets. 

In Shopify's case there's the story of arming the rebels... I think this is more a narrative to sell to the press. But the big narrative they sell to customers is become a boss, quit your job, stuff like that.
2021-06-26 01:50:11
I'm not sure I fully understand this comparison between Amazon and Shopify. I understand Amazon very well, but I can't even tell you whether I have used Shopify. I probably have and didn't even know it? In other words, I don't seek out something called "Shopify" to buy things. 
2021-06-26 14:21:46
That's because Shopify is a tool for sellers. Buyers are mostly unaware as to whether a seller is using Shopify same as you probably don't know if a maker is using 
Stripe
or 
Wordpress
 on their site.
2021-06-26 15:43:31
Likewise you are only touching on one part of 
Amazon
-> its marketplace.

There's a large portion of Amazon that you link into unknowingly. 
AWS
 being one of them since Amazon Web Services powers a large majority of modern internet applications.
2021-06-26 15:44:22

Product Thinking