Shopify’s “Chaos Monkey 2023” Has Created a Bit of Chaos of Its Own This Week

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This is Pipe Rise. We take the snooze out of B2B Marketing, and cram all the good stuff into a quick, 5-minute read.

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So hang tight for that and you can either start getting the pitchforks out and telling me to go home, or you love it so much you start petitioning for more. 

Anyway, let's get into today's email.

In Today's Email:

1. Shopify’s “Chaos Monkey 2023” Has Created a Bit of Chaos of Its Own This Week

2. How you can use Facebook's BEAR score to get in front of more people for cheap

3. New 5 stage R&D process to put shape on your company's growth programs

WHAT SMART PEOPLE ARE TALKING ABOUT TODAY 👀

#1 - Shopify’s “Chaos Monkey 2023” Has Created a Bit of Chaos of Its Own This Week

Shopify's "Chaos Monkey 2023" has created a bit of chaos of its own this week. Employees logged on to find themselves removed from all public Slack channels, including one called Battlestations where they used to share pictures of their home offices and get advice on monitors, chairs, and keyboards. But those days are over. Now, Slack is reserved exclusively for direct messaging, with all other 'bigger' company-style communication taking place on Workplace by Meta.

But the upside-down changes didn't stop there. All meetings with more than two people were automatically canceled, and the only time that large team events are allowed is on Thursdays between 11 am and 5 pm ET. Any meetings outside of that window were automatically deleted, with the exception of meetings with people outside of Shopify.

So what's the point of all this? According to COO Kaz Nejatian, it's part of the company's practice of chaos engineering. In other words, they want to see if the company can survive a little bit of pandemonium.

In an emailed statement, Shopify founder and CEO Tobi Lütke said that growth happens when people move away from comfort. "So what I'm trying to create is an environment where almost everyone around me feels uncomfortable all the time, because I'm dragging them into the next box,". 

"The best thing founders can do is subtraction," he continued. "It's much easier to add things than to remove things. If you say yes to a thing, you actually say no to every other thing you could have done with that period of time. As people add things, the set of things that can be done becomes smaller. Then, you end up with more and more people just maintaining the status quo."

STUMBLED UPON GEMS 💎

• How to use Facebook's BEAR score from using Brand Awareness campaigns to get in front of more people at a cheaper cost

• Chris Walker's new 5 stage R&D process to put some shape on all your growth programs

• Robin Daniel's 2 disciplines you need to master to become a CMO

CHUCKLE OF THE DAY 😂

When all your weekly meetings are automatically canceled