The Globe and Mail reports in its Saturday edition that as Shopify's growth took flight, the task of nurturing its core values was handed to Daniel Weinand with his appointment in 2012 as chief culture officer (CCO). In a Globe special looking at Shopify's history, Larry MacDonald writes Mr. Weinand would work on this assignment in collaboration with HR's Brittany Forsyth. Mr. Weinand said the definition of culture that resonated with him was, "Culture is the beliefs and willing behaviours of a group of people." With the right beliefs or values, a company did not have to direct or monitor employees very much; nor did it need to formulate a lot of rules and procedures. Employees would on their own initiative be looking for ways they could contribute and add value. At a 2019 "Core Summit Conference," chief executive officer Tobi Lütke riffed on Shopify's culture: "Everyone in the company knew that ... we would resist creating excessive process and rules. Instead, we wanted everyone to use their best judgment, bring their own authentic selves to work, and add little bits of their own lived experience. Then, everyone in the company simply trusts that ... great judgment ends up winning, and people make good choices."