So our vision is to be the eye — to be a kind of organizing principle. We do not want Etsy itself to be a big tuna fish. Those tuna are the big companies that all us small businesses are teaming up against.
Those big companies are holdovers from the days before the Web existed. And any company that is being run the same way now as it was before the Web came about is due for some massive restructuring or deflation.Etsy is a company born on the Web, literally. I see the company itself as a handmade project, and we'll continue to build it this way. There's much more to do, and we're up for the challenge.
I decided to take the call for Swimmy's friends as a challenge! I also wanted to incorporate the style of the Northwest Coast Native American/Canadian Tribes that I was exposed to this past year during my trip to Vancouver.