Ray Cao
Global Head of Monetization Product Strategy & Operations at TikTok
Ray Cao is the Global Head of Monetization Product Strategy and Operations at TikTok, where he has spent over four years. Previously he spent six years at Google helping scale Google Shopping globally.
Dimension Profile
Key Themes
Episode Summary
Ray Cao provides a rare inside look at TikTok's operating culture, centered on 'context, no control' — giving people all the information they need and encouraging them to act as business owners. Drawing on his experience scaling monetization at both TikTok and Google Shopping, he explains how TikTok's unique approach to autonomy and context-sharing drives its rapid execution.
Leadership Principles
- → Context, no control — encourage people to see themselves as business owners
- → Give people all the information they need and let them act without specific instructions
- → You have to see the full picture to solve the puzzle — like building Legos without the picture on the box
Notable Quotes
"The number one thing is context, no control. That's the reason why we're always encouraging people to see themselves as a business owner."
— On TikTok's core operating principle
"If you don't really see the full picture, you won't be able to make the Lego as one thing at the end of the day. You have to see the other pieces."
— On why TikTok gives employees full context to make autonomous decisions
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