Keir Whitaker organizes Craft & Work, a small-format event series for soloists, founders, and leaders building businesses in and around the Shopify ecosystem. The events use short talks and conversation to explore the business side of that work.
Keir Whitaker is most useful for small, conversation-led Shopify ecosystem events and open speaking access.
Best for
A B2B events company launching a small Shopify founder community conference or intimate event format.
Not for
Large online summits, enterprise marketing audiences, or sponsored keynote and registration campaigns.
Key takeaways
Craft & Work is about 50 attendees, four short talks, and no slides.
Talks run 20 minutes or less; slide decks are not allowed.
Speaking access is open: ask by comment or direct message with a rough idea.
Check first: Confirm package details, rates, audience demographics, deliverables, and the right sponsor contact.
Main ideas
Small rooms beat big crowds · Talks are short, slide-free and unfinished on purpose · The subject is the business side, not the craft
Audience
1,705 LinkedIn followers · Mostly soloists, founders, and leaders building agencies, apps, and digital businesses in and around the Shopify ecosystem Stated audience
Keir Whitaker organizes Craft & Work, a small-format event series for soloists, founders, and leaders building businesses around the Shopify ecosystem.
The series brings people together for short, slide-free talks and conversation about the business side of their work.
Follow their work for a practical view of how an event can make room for candid experience and participation, including from first-time speakers.
Whitaker’s distinctive contribution is a clear, consistent event format that puts conversation—not polished presentation—at the center.
Talks are capped at 20 minutes, slides are usually out, and prospective speakers can start with a rough idea rather than a finished pitch.
Whitaker says the most memorable sessions are honest ones, not necessarily the slickest.
The event description puts that approach into practice: about 50 attendees, four short presentations, and the rest of the day set aside for conversation.
A warm-up evening extends the gathering and recognizes the businesses that support it.
Together, these examples show how Whitaker builds small professional communities around exchange rather than spectacle.
Across the three posts, Keir Whitaker's ideas focus less on a topic than on event design: keep the room small, talks short and slide-free, the subject focused on running a small digital company, and the stage open to new speakers.
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The reasoning is consistent: polished presentations end conversations; honest ones start them.
A room of roughly fifty people is small enough for conversation to continue afterwards.
Funding is visible too: the series names the businesses that support it and extends beyond the single day with a warm-up evening.
Small rooms beat big crowds
Whitaker presents scale as a deliberate choice, positioning Craft & Work as an intimate gathering of around 50 people and an alternative to the come-down after large conferences.
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The pitch opens with the familiar aftermath of a big event — the memories, the questionable swag, the overflowing inbox — and offers a smaller format instead. The argument: a room this size makes real conversation possible.
The seventh edition is described as an intimate gathering of around 50 soloists, founders and leaders building agencies, apps and digital businesses in and around the Shopify ecosystem.
It takes place at Wallacespace on Clerkenwell Green in London on Friday 9 October 2026.
The day features four short presentations, with the rest given over to conversation; breakfast, lunch and post-event drinks are included.
The series, Whitaker says, is 'no big crowds, no slide decks — just honest conversations from people doing the work.'
Talks are short, slide-free and unfinished on purpose
The format rules are the point, not logistics.
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Talks run 20 minutes or less, and slide decks are not allowed.
Whitaker says sessions are designed to start conversations rather than deliver polished, definitive answers, with an exception only if a speaker has genuinely cracked the subject.
A good session, by this measure, is one people are still discussing over coffee and later over a pint — one that prizes honesty over polish.
Whitaker contrasts the format with conventional conference programming: 'The best sessions aren't the slickest. They're the honest ones.' The same post says some of the most memorable talks have come from people speaking publicly for the first time.
Whitaker's stated focus is 'the business side of what we do — what's working, what's not, and where we're headed.' The audience — soloists, founders and leaders building agencies, apps and digital businesses in and around the Shopify ecosystem — shapes the agenda, so sessions address that world rather than platform tutorials.
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The subjects are operational: money, people, partnerships and what goes wrong, not just product or growth.
Past sessions have covered AI, building communities, burnout, businesses that didn't quite go to plan, changing careers, customer support, hiring and firing, marketing, partnerships, pricing and product design.
The event is built as a sequence, and the funding is visible
The main day is not the whole product.
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Whitaker adds a Thursday evening warm-up of drinks, snacks, conversation and a quiz, partly to thank and celebrate the event's patrons — the businesses whose support makes the series possible. Free tickets were released to friends, colleagues and anyone working in and around the Shopify ecosystem, whether or not they were attending the main day, lowering the barrier to a first encounter with the community.
The Amuse Bouche ran 6–9pm on Thursday 8 October 2026 at Recharge HQ, 48 Hoxton Square, London, ahead of Craft & Work: LDN 2026 the following day.
The event included a quiz Whitaker calls the 'Salon of Competitive Inquiry'.
The post names The Support Heroes as presenting patron and FoxSell Bundles, Recharge, Sufio and Zapiet as event patrons, and links to a sign-up page for the evening.
Answers the question a newcomer is most likely to have — how the speaking slots are filled — and describes the talk format in Keir Whitaker’s own words.
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Keir Whitaker answers the most frequent question about Craft & Work — how to speak at one of the events — with “just ask”.
The format is defined by constraints: talks run 20 minutes or less, slide decks are not allowed, and sessions are designed to start conversations rather than deliver polished conclusions.
The audience is mostly soloists, founders and leaders building agencies, apps and digital businesses in and around the Shopify ecosystem, and the topics reflect that: AI, building communities, burnout, businesses that did not go to plan, changing careers, customer support, hiring and firing, marketing, partnerships, pricing and product design.
Whitaker says the best sessions are not the slickest but the honest ones, and that several memorable talks came from people speaking publicly for the first time.
To propose a talk, a comment or direct message with a rough idea is enough.
For brands planning a campaign
For an events company planning a founder conference, this offers a ready-made answer to a tough programming problem: an open submission process lowers the barrier for first-time speakers, while the no-slides, 20-minute rule keeps quality high. Whitaker could deliver a keynote or working session on building a speaker pipeline through an open call rather than a closed invite list.
The clearest single description of a Craft & Work day: its size, agenda and what the ticket includes.
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This post pitches the seventh edition of Craft & Work as an antidote to the come-down that follows large conferences: the swag, the overflowing inbox, the good intentions.
In contrast, Craft & Work is an intimate gathering of around 50 soloists, founders and leaders in and around the Shopify ecosystem, focused on the business side of their work — what is working, what is not and where things are heading.
The day features four short presentations with no slides; the rest is devoted to conversation.
It runs from 9am to 5pm on Friday 9 October at Wallacespace, Clerkenwell Green, London, with breakfast, lunch and post-event drinks included.
The post also lists the event’s patrons, including one presenting patron and several event patrons.
For brands planning a campaign
This is a concrete spec an events team can copy or adapt: a capped headcount, a four-talk ceiling, a full-day schedule with meals built in to make room for conversation, and named patron tiers as a funding model. Whitaker also addresses the post-conference deflation that large events can create, a useful angle for differentiating a new founder community conference from an established flagship.
Shows how the series extends beyond the main day and credits patron support — the commercial machinery behind a small event.
Ahead of the main Craft & Work day, Whitaker hosted The Amuse Bouche, a warm-up evening at Recharge HQ in Hoxton Square, London, from 6 to 9pm on the Thursday.
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The event featured drinks, snacks, conversation and a quiz they call the “Salon of Competitive Inquiry”.
Its stated purpose was also to thank and celebrate the event’s patrons.
Free tickets were available to friends, colleagues and anyone working in and around the Shopify ecosystem; attendance at the following day’s main event was not required.
The post names the presenting patron and the event patrons, with links and a sign-up page for the evening.
For brands planning a campaign
A low-cost evening event can do three jobs at once: warm up the main day, give sponsors visible recognition and let people try the community without buying a full ticket. For a launch conference, it offers a template for building attendance and sponsor goodwill before committing to a larger venue.
The business side of running a small digital business
Craft & Work sessions focus on the commercial and operational side of building agencies, apps and digital businesses: what is working, what is not and where things are heading.
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Whitaker's list of past session subjects covers AI, building communities, burnout, businesses that did not go to plan, changing careers, customer support, hiring and firing, marketing, partnerships, pricing and product design. The stated audience is soloists, founders and leaders working in and around the Shopify ecosystem, and the subjects reflect that audience.
For brands planning a campaign
A brand entering this world should pitch a named operational problem within the territory—pricing, hiring, partnerships, support or burnout—rather than a broad platform or growth pitch. For an events company planning a Shopify-founder conference, this is the subject range for a keynote or panel.
Talks run for 20 minutes or less, and slide decks are not allowed.
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Whitaker says the format is designed to start conversations rather than deliver polished, definitive answers, and that the sessions people remember are honest ones they keep discussing afterwards.
Whitaker's rule is 20 minutes maximum and no slides, with an exception if a speaker has genuinely cracked the subject and needs to show it.
For brands planning a campaign
Scope a proposed keynote as a short, conversational contribution; a deck-led auditorium talk is a poor fit. An advisory session could help a speaker make the most of the 20-minute, no-slide format without losing substance.
The seventh edition, at Wallacespace on Clerkenwell Green in London on Friday 9 October 2026, is described as an intimate gathering of around 50 people, with four short presentations and conversation for the rest of the day, plus breakfast, lunch and post-event drinks.
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Whitaker positions it as an event with no big crowds and no slide decks.
For brands planning a campaign
For a founder community conference, consider a small room, a few presentations, long conversation windows and shared meals rather than a large multi-track event. Whitaker's framing offers a position to borrow or respond to.
A pre-event evening for patrons and the wider ecosystem
The Amuse Bouche, a Thursday evening warm-up at Recharge HQ in Hoxton Square on 8 October 2026, combines cold drinks, snacks, conversation and a quiz to thank and celebrate the event's patrons.
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Free tickets were released to friends, colleagues and anyone working in and around the Shopify ecosystem, whether or not they were attending the main day.
Named patrons are credited with making the events possible: The Support Heroes is described as presenting patron, while FoxSell Bundles, Recharge, Sufio and Zapiet are event patrons.
For brands planning a campaign
A conference launch schedule can include a low-cost evening before the main day to serve sponsors and patrons and attract local community members who might not buy a full ticket. It is a warm-up, not a second conference.
Whitaker says the most common question about Craft & Work is how to speak there; the answer is to ask, by comment or direct message.
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An idea, question or rough outline is enough. They say speakers do not need to be professionals, that some of the most memorable talks have come from people speaking publicly for the first time, and that everyone is assumed to have something worth sharing.
For brands planning a campaign
A brand can propose a first-time or less senior internal expert, not just a figurehead, and start with a loose idea rather than a finished session. Sponsorship or advisory involvement could include a route to put someone on stage.
Keir Whitaker’s posts show brand relationships centred on Craft & Work, the event series they run, and the businesses credited as its patrons.
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The Support Heroes is listed as the presenting patron, with FoxSell Bundles, Recharge, Sufio, and Zapiet credited as event patrons for the 2026 Craft & Work events in London.
Craft & Work
Owned business
Keir Whitaker writes about Craft & Work, their own event series, answering the question they say they’re asked most — “How do I speak at one of your events?” — and referring to “our audience” and “our events”.
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The small-format series brings together around 50 soloists, founders, and leaders building agencies, apps, and digital businesses in and around the Shopify ecosystem for short talks without slide decks. The posts cover the seventh edition and Craft & Work: LDN 2026, held Friday 9 October 2026 at Wallacespace, Clerkenwell Green, London, with a warm-up event the evening before.
Keir Whitaker’s public posts focus on how to run a small, honest gathering for people who build ecommerce businesses.
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Craft & Work, the event series they write about, is the thread to follow.
The posts set out its scale (around 50 people), its rules (talks of 20 minutes or less, no slide decks) and how to get on stage (ask by comment or direct message, with an idea rather than a finished talk).
They also show how a single day extends into a Thursday evening warm-up with drinks and a quiz, and name the businesses whose support keeps the series going.
Start with the posts explaining the format and the call for speakers, then visit craftandwork.com for dates, tickets and the London edition on 9 October 2026.
For more on the same ground, the creators below write and speak about ecommerce communities, agency operations and the Shopify ecosystem from adjacent vantage points.
Both make an industry accessible by putting practitioners in front of an audience.
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Parker describes bringing Mark Wells and Jenny Cogan from Augusta National Golf Club into a classroom to explain how tournament merchandise works, and breaks down digital product passports with two other practitioners on a podcast episode.
Whitaker does the same with founders and agency leaders in a 20-minute talk, sharing specific operational detail from people with firsthand experience.
Both also write about those encounters afterwards to extend their reach.
Parker’s setting is a university supply chain programme, framed around teaching and student placement; the subject matter is logistics, manufacturing and product records. Whitaker’s setting is a paid event series for people running small ecommerce businesses, focused on the business side rather than the movement of goods.
The closest match in what they do: build an in-person ecommerce community in England and speak at it.
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O’Connor organises the Digital Clubhouse community and its Manchester summit at the Science and Industry Museum, writes about the speakers, sponsors and first-time stage appearances, and speaks at eCommerce Expo on behalf of Hyvä and Mollie. Both treat events as places where people from agencies, apps and brands meet, and write posts crediting the people and partner businesses who made them happen.
O’Connor works at a larger scale and from a vendor and delivery angle: 36 speakers and over 200 attendees at the summit, a speaking slot about a specific agency client, and a public role in the northern England ecommerce scene. Whitaker’s series is deliberately capped at around 50 people, based in London, and presented chiefly as a format rather than as agency work.
Both write for the same reader: someone running or advising an ecommerce business in the Shopify ecosystem, interested in what breaks and what to do about it.
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De Freitas explains a full platform consolidation for a defibrillator rental business, from WooCommerce to Shopify Plus and a subscription move, and warns that manual stock checks and daily exports are where a busy Q4 exposes weak points. Whitaker’s published session list covers the same operational territory: customer support, pricing, partnerships, hiring and businesses that did not go to plan.
De Freitas writes from the delivery side of an agency, using named client projects as evidence to explain a technical and operational approach. Whitaker writes about the setting in which those lessons get shared—the format, audience and access to the stage—rather than project delivery or platform architecture.
For a Shopify-founder community conference, Keir Whitaker’s audience looks relevant by topic, but its composition is unverified.
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They describe the Craft & Work audience as mostly soloists, founders, and leaders building agencies, apps, and digital businesses in and around the Shopify ecosystem.
The group is deliberately small: an intimate gathering of around 50 people, four short presentations, no slides, with the rest given over to conversation.
The session list focuses on running a Shopify-adjacent company — AI, hiring and firing, pricing, partnerships, burnout, customer support, marketing, product design, and businesses that did not go to plan.
Recent London events have drawn named patron support from inside that ecosystem (The Support Heroes as presenting patron; FoxSell Bundles, Recharge, Sufio, and Zapiet as event patrons).
They have a LinkedIn following of 1,705, observed 11 October 2026.
The posts do not report attendees’ job titles, seniority, company size, location, or survey results.
A follower total for one channel does not show that the audience is made up of founder-level decision makers; it is consistent with the ecosystem positioning but does not confirm it.
Ask for recent event audience data — attendance at the 2026 London event and the preceding warm-up evening, the mix of roles and company types among ticket holders, and repeat attendance across the seven editions — and whether any audience survey records seniority or buying responsibility.
Registration or ticket results for a founder-focused session would be more useful than accumulated follower counts.
LinkedIn followers
1,705
LinkedIn account record in the attached evidence the research for the profile that published the reviewed posts · 2026-10-11
Stated audience
Mostly soloists, founders, and leaders building agencies, apps, and digital businesses in and around the Shopify ecosystem
Whitaker's description of the Craft & Work audience · 2026-07-15
Typical event size
Around 50 attendees
Whitaker's description of the seventh Craft & Work event · 2026-08-17
Keir Whitaker’s Craft & Work events are supported by patrons.
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The posts name one Presenting Patron and four Event Patrons for Craft & Work: LDN 2026, describing the event as an intimate gathering of around 50 soloists, founders, and leaders in and around the Shopify ecosystem.
Sponsorship is described as event patronage, not through a public media kit.
Before budgeting, ask for package details, including rates, audience demographics, contractual deliverables, and the right sponsor contact.
Presenting Patron
Buyer requirement
The Support Heroes is named as the top patron level for Craft & Work: LDN 2026. The posts do not specify what the level includes; ask the organizer what visibility or involvement it covers before treating it as a headline sponsorship.
Event Patron
Buyer requirement
FoxSell Bundles, Recharge, Sufio, and Zapiet are named as patrons for Craft & Work: LDN 2026. The posts thank patrons collectively but do not itemize benefits; confirm whether recognition appears online, onsite, in event communications, or elsewhere.
Good fit for a B2B events company launching a small Shopify-founder community conference, particularly for a keynote or advisory session on intimate event formats.
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Keir Whitaker runs Craft & Work, described in the posts as an intimate gathering of around 50 soloists, founders, and leaders building agencies, apps, and digital businesses in and around the Shopify ecosystem.
The seventh London edition ran on 9 October 2026 at Wallacespace, Clerkenwell Green.
The format decisions a launch team has to make are clear: talks run 20 minutes or less, slide decks are not allowed, four short presentations carry the main day, and conversation fills the rest.
The 9am-5pm ticket includes breakfast, lunch, and post-event drinks.
The supporting model includes a Thursday evening warm-up, The Amuse Bouche, at Recharge HQ in Hoxton Square, with drinks, snacks, conversation, and a quiz.
It thanks and celebrates patrons, gives people a way to take part without buying a full-day ticket, and releases free places to anyone working in the Shopify ecosystem.
Speaking slots are openly sourced: the most common question about Craft & Work is how to speak there, and the answer is to ask by comment or direct message; a rough idea or question is enough to start.
That approach could help a launch conference fill its programme without a closed invite list.
Whitaker says some of the most memorable talks came from people speaking publicly for the first time.
A patron structure is working at small scale: one presenting patron (The Support Heroes) and four event patrons (FoxSell Bundles, Recharge, Sufio, Zapiet) across the 2026 London events.
Two plausible engagements follow: a keynote on running a deliberately small, conversation-led event, or a working session on format rules, speaker pipeline, and patron structure.
The only reach figure in the posts is a LinkedIn following of 1,705, observed 11 October 2026.
Before booking, ask for attendance, ticket results, and audience composition to assess the event's scale and fit.
When to choose a specialist
A materially different need shows where the posts point away from a fit.
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Consider a B2B software vendor selling to enterprise marketing and demand-generation teams that wants a recognised creator to deliver a sponsored keynote at a 2,000-attendee online summit and run a promotional post series driving registrations.
Keir Whitaker is a poor fit for that brief based on the posts.
They describe a room of about 50 people, four short talks, and a day built around conversation, not a large-format stage.
The posts do not say whether they have delivered a talk to an audience of that size, given a recorded keynote, or taken part in a webinar or virtual session.
The audience is described as soloists, founders, and leaders in and around the Shopify ecosystem — agency, app, and digital-business owners — rather than enterprise marketing teams.
The available reach is thin for a registration campaign: a LinkedIn following of 1,705, with no impressions, engagement, click, or sign-up performance attached to any post.
The only commercial arrangement described is event patronage at Craft & Work.
The posts name patron levels and patrons but give no rates, deliverables, or dedicated inquiry route.
Before proceeding, a vendor would need to ask about speaking experience, audience composition, promotional performance, and patron terms.
The no-slides, 20-minute, conversation-first rule suits a practitioner room better than a product keynote.
A worked campaign example
A worked campaign angle for the launch of a small Shopify-founder community conference, built as two linked pieces rather than one appearance.
Part one: a keynote of 20 minutes or less, delivered without slides to match the format Whitaker advocates, provisionally titled around the case for a fifty-person founder conference.
It could cover the four-talk ceiling and why capping the programme protects quality, how banning decks changes what speakers prepare, how to select for honest sessions rather than polished ones, how to place meals, breaks, and post-event drinks to make room for conversation, and how a Thursday evening warm-up lets people test the community without buying a full ticket.
Part two: a half-day advisory session with the launch team, working through three problems the Craft & Work posts make concrete — the format spec, the speaker pipeline, and the patron model.
The session could produce four practical artefacts: a one-page format spec covering headcount cap, agenda shape, and break and meal placement; a submission route and shortlisting criteria modelled on the open-call, just-ask approach, with a rule for deliberately including first-time speakers; a patron tier list naming what each level receives, which the posts do not spell out and therefore has to be drafted rather than copied; and a run-of-show for a warm-up evening with free community places and an explicit role for patrons.
Publish the angle as a short written piece or recorded conversation under the vendor's brand, using the format spec as the asset people download.
Before budgeting, confirm Whitaker's fee and availability; ask for the 2026 London attendance figures, the mix of roles and company types among ticket holders, repeat attendance across the seven editions, and any audience survey results; and confirm what each patron level includes and whether a sponsor can appear on stage.
The posts provide none of those details.
Measure the engagement by the artefacts completed and the launch team's decisions changed, not registration volume.
Choose Mat O'Connor over Keir Whitaker when the launch needs someone who has run a larger ecommerce community conference, not a fifty-person day, or when the keynote has to land on a big stage.
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Their posts describe the Digital Clubhouse Summit in Manchester: 36 speakers, more than 200 people through the doors of the Science and Industry Museum, a Thursday dinner hosted by two partner companies, a compere roster keeping the day on schedule, a swag room that emptied early, and four speakers taking a public stage for the first time.
They also cover speaking at eCommerce Expo at ExCeL for Hyvä and Mollie — a rehearsed 20-minute talk in front of ecommerce managers, directors and owners, with slides photographed to take back to the office — and connect that day to a wider agency and platform community spanning Shopify and Magento.
For a founder conference bigger than fifty people, funded by sponsors and dependent on a speaker pipeline and day-of logistics, that is closer evidence than a single-track intimate event.
Mat O'Connor's posts show the outcome of a larger event — headcount, speaker count, named sponsors, catering and evening socials — but not its format rules or economics: ticket pricing, the rationale for a headcount cap, the speaker submission process, patron or membership structure, or advisory and workshop offers.
Craft & Work's distinctive decisions are documented in specific terms by Keir Whitaker: the roughly fifty-person room, no slide decks, four short talks, an evening warm-up with free places for the community, and an open ask-and-you're-in route to the programme.
Choosing Mat O'Connor trades that format specificity for scale and stage-day experience.
Marty Parker is the stronger pick when the conference is being built as a taught programme with outside practitioners in the room rather than as peer conversation.
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The posts show the model in action: bringing two people from Augusta National Golf Club into a university classroom to explain how tournament merchandise is planned and staffed, covering both sides of the operation — front-of-house selling and behind-the-scenes inventory — and framing the visit as experiential learning that should lead to students working the event the following spring.
They also show a hosted conversation format: joining The Buzz with Supply Chain Now to discuss digital product passports, AI and automation in manufacturing, and customer feedback, drawing on forty years in product management and making the case that a single digital record could connect sustainability, sourcing and manufacturing strategies.
For an events company seeking structured teaching and named guest practitioners, that is a clearer precedent than an intimate social-format gathering.
The audience is supply chain, manufacturing and logistics students and practitioners, not Shopify founders, agencies and app builders.
These posts show a taught session and a practitioner-guest approach, not the intimate-event format design needed for a B2B events company launching a small Shopify-founder community conference.
Ask for evidence of experience with ticket economics, sponsor or patron support, speaker selection, and headcount and room design; the keynote would also need rebuilding for a founder audience.
Andre de Freitas is the better choice when the conference's real need is technical delivery advice for founders, not event format.
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The posts set out a complete Shopify Plus platform rebuild for Pulse4all — migrating from WooCommerce, Circuly and Stripe, moving more than 3,000 subscriptions to Juo, building a customer portal for device swaps, payment updates and invoice history, unifying design and localised payment methods across 12+ regional storefronts, and simplifying integrations so less work stays manual — and a pre-Q4 resilience programme that pulls orders, payments, subscriptions and failed transactions from multiple stores into one dashboard and automates stock alerts and backorders. Both posts are written from the perspective of someone who has run stores and now does the work for brands, offering session material for an events company whose attendees are building or scaling Shopify stores.
Andre de Freitas is the better choice for technical delivery advice, but this profile offers no evidence of experience with intimate event formats. Ask for a separate source on the fifty-person cap, no-slide rule, warm-up evening and patron structure; the keynote or advisory session for a B2B events company launching a small Shopify-founder community conference would also need re-scoping around a technical case study.
Based on three LinkedIn posts about Craft & Work: its seventh London gathering on 9 October 2026, the preceding Amuse Bouche evening on 8 October—with a handful of free tickets offered—and how to propose a talk.
The posts describe the event format and intended audience; they do not establish attendance, audience outcomes, or sponsor terms.
