How To Lead On The Cutting Edge

Steering a startup to success in any sector demands agility, foresight and a deep understanding of emerging trends. In the rapidly evolving world of e-commerce, those traits must be amped up to 11.

So says Jason Cottrell, founder and CEO of Orium, a Toronto-based company that offers “composable commerce”—a modular approach that businesses can use to build e-commerce platforms. “These shifts [in trends] don’t occur linearly over decades—they often surge forward in short, intense bursts,” he says. “As a CEO, I’ve come to view my role increasingly as a monitor of timing, trends and context.”

Cottrell shares his advice for successful leadership amidst constant change and what trends he sees emerging on the horizon.

What are some key lessons and other takeaways that you have learned as founder and CEO of a startup in the e-commerce space?

Timing is one of the most overlooked keys to success in any new business or product launch—especially in the e-commerce sector.

When launching a new business or a new product or product line, it’s not just about having a groundbreaking idea. It’s about aligning your business with the right timing and external factors.

Trends in the digital devices we use, in the technologies that power our experience, and in the way consumers interact and transact with brands are continually advancing. These shifts don’t occur linearly over decades—they often surge forward in short, intense bursts.

For instance, the advent of mobile phones and the Covid-19 pandemic caused significant disruptions, reshaping entire industries almost overnight. Now, technologies like ChatGPT are poised to disrupt workflows and product discovery in similar ways.

As a CEO, I’ve come to view my role increasingly as a monitor of timing, trends and context. It’s about synchronizing what we offer with the right external conditions to maximize impact. When the internal and external elements align, everything becomes more manageable.

If you’re contemplating how and when to integrate digital into your commercial model, remember that timing is as crucial as the specifics of the integration.

What are your thoughts on emerging trends within the e-commerce industry?

Among the most transformative trends in our industry is the rapid advancement of artificial intelligence. Despite its impressive capabilities, and the daily, palpable buzz about those capabilities, AI’s adoption is still lagging in many sectors.

Newer models can predict, suggest and generate content across various media, including text, images, videos and even code. This opens up new possibilities and applications, fundamentally altering business models and consumer relationships.

For most companies, the strategic focus should not be on developing their own AI, but on how quickly they can adopt and experiment with AI solutions offered by vendors. The pace at which startups are exploring new applications, and established firms are turning on AI capabilities, is staggering.

AI evolution is such that few companies can or should undertake it alone. Instead, placing multiple bets on different AI capabilities can be more beneficial.

Furthermore, companies need to seriously consider how AI, particularly assistants like ChatGPT and Gemini, might disrupt their current business models. For example, brands that heavily rely on paid search advertising for customer acquisition might find their strategies upended as these AI agents revolutionize search and discovery.

Customers are rapidly adopting new ways of finding products and services, and businesses that fail to adapt quickly enough may face significant challenges.

Any advice for other leaders grappling with the quickly changing—somewhat tumultuous—tech industry?

In a tech landscape characterized by constant change, leaders must adopt a strategic approach to managing their investments and ensuring interoperability.

Successful organizations and executives push their teams to find smaller, more precise investments instead of making large, risky bets. Importantly, they’re supported by CEOs and executives who ensure those bets offer benefits not just this year, but also provide gains in at least the mid-term.

Those who thrive are the ones who avoid jumping from one major change to another. Instead, they focus on building a foundation of agility within their structure, processes and culture.

It’s about practicing the skill of watching, spotting and adapting to market changes. This involves making constant incremental shifts rather than undergoing massive transformations—and making them across the organization in meaningful ways.

From a people perspective, it’s vital to identify both role-specific champions and cross-functional committees dedicated to monitoring and disseminating changes within the organization. Buy-in and ongoing support for change comes from a team that feels included in those changes from the start, so include them.

And culturally, part of maintaining an edge is maintaining a sense of humility. The market will continue to evolve, there will always be threats and disruptions. Sustained success comes from acknowledging that reality, keeping a sharp eye to adjust your business in a timely fashion when those disruptions happen, and ensuring everyone understands that these kinds of shifts are a normal part of business operations.

At Orium, we’ve embraced these principles by fostering a culture of continuous learning and adaptation. By staying attuned to market trends and being willing to pivot when necessary, we’ve managed to stay ahead of the curve. This mindset has not only helped us navigate challenges but also seize new opportunities as they arise.

Leading a startup in the e-commerce space requires a blend of strategic timing, an understanding of emerging trends, and a commitment to building an agile, adaptive organization. By focusing on these elements, leaders can better position their companies to thrive in an ever-changing industry landscape.