“In a shaping session, you can't collaborate on, on, on something so high fidelity, right? And so we need also some ways to collaborate, and this is where you see these techniques in the book like breadboarding and fat marker sketching. These are tools to help us express an idea very, very clearly in detail.”
quote is from the automated transcript, cleaned for reading:
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More from Ryan Singer
Insight
Singer: Whole project ownership drives much higher engagement than Scrum tickets
“Instead, we want to have a whole idea, give it to a team. So they see the whole, they really understand it. Right. And then they can come up with their tasks and they can figure out how to track that and break it into pieces so they can actually take more resp…”
Ryan SingerMar 30, 2025▶ 22:57A better way to plan, build, and ship products | Ryan Singer (creator of “Shape Up")
Insight
Singer: Product teams do not need quarterly alignment if shipping consistently
“The other thing I've seen is when the team is just continuously delivering meaningful things, it doesn't have to line up. Because from the executive level, if you are CPO or CTO, or I mean, in these bigger cases, it's more like, you know, VP in some area, but …”
Ryan SingerMar 30, 2025▶ 38:09A better way to plan, build, and ship products | Ryan Singer (creator of “Shape Up")
Insight
Singer: Being a feature factory is healthier than being unable to ship
“The thing is that, like, I would say if you have a feature factory, meaning you're continually cranking out features, you're probably quite healthy. All you need to do is feed a different input to the beginning of the factory, right? What most teams are strugg…”
Ryan SingerMar 30, 2025▶ 1:19:04A better way to plan, build, and ship products | Ryan Singer (creator of “Shape Up")
AssertionSupported
Singer: Every designer at Basecamp writes code and runs the app locally
“Every designer codes. Imagine if every designer codes and not, and I don't just mean HTML. I mean, like running the app locally, going into the place where that view is rendered to make that thing look the way that they want it to look or whatever. Right. I me…”
Ryan SingerMar 30, 2025▶ 1:29:00A better way to plan, build, and ship products | Ryan Singer (creator of “Shape Up")
AssertionNot checkable as stated
Singer: Basecamp had no sales or marketing orgs competing for engineering time
“Imagine you have no sales org. You have no marketing. That all of sales, sales, selling and marketing is happening by the unicorn founders. So it means that there isn't contention for engineering time, that there isn't kind of like all these different sources …”
Ryan SingerMar 30, 2025▶ 1:30:29A better way to plan, build, and ship products | Ryan Singer (creator of “Shape Up")
Insight
Singer: Six weeks is the maximum horizon for reliable product planning
“We found that six weeks is kind of the maximum that we can see into the future where we could actually say like, how do we work backward and figure out something we could build in that six weeks and really land it, you know?”
Ryan SingerMar 30, 2025▶ 20:07A better way to plan, build, and ship products | Ryan Singer (creator of “Shape Up")
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