Case Study: Shopify's AI-First Memo and What It Means
In April 2025, Shopify CEO Tobi Lütke published an internal memo that quickly became one of the most discussed statements on AI at work. It said reflexive AI …
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Case Study
Case Study: How Duolingo Built AI Into Its Product
Duolingo, the language-learning app, is one of the best-known examples of a consumer company putting AI at the center of its product. It launched AI-powered …
Case Study: How Airbnb's Founders Got Their First Customers
Before Airbnb was a household name, it was three people, a few air mattresses and an idea most investors did not take seriously. Its founders got their first …
Case Study: How Gymshark Started in a Garage
Gymshark began with a teenager, a sewing machine and a screen printer in a garage in Birmingham, UK. It grew into one of the best-known fitness clothing brands …
Case Study: How Slack Grew Out of a Failed Video Game
Slack, one of the best-known workplace chat tools, began as a side project inside a struggling video game company. When the game failed, the team noticed that …
Case Study: Klarna's AI Customer Service Assistant
In early 2024, Klarna announced that its AI assistant was handling two-thirds of its customer service chats, doing work it compared to about 700 full-time …
Case Study: How Basecamp (37signals) Runs a Small, Calm, Profitable Company
While many software companies chase rapid growth with venture capital, 37signals, the company behind Basecamp, chose to stay small, profitable and deliberately …