Knowing When a New Product is Done

In our recent episodes, we've been talking about the principles of Shape Up – the cornerstone of 37signals' product development philosophy. We've explored the art of crafting a pitch and the decision-making process that takes place at the betting table. 

Shape Up acknowledges that there's always more work than time allows, and on today’s episode, we’re zeroing in on a critical aspect of the Shape Up philosophy—when to stop tinkering and take the leap and ship.

Join Kimberly Rhodes and 37signals co-founders Jason Fried and David Heinemeier Hansson as they share their wisdom on the ever-present dilemma of shipping on time versus shipping perfect, and the fine balance between must-haves and nice-to-haves in product development. Plus, the value of Hill Charts in Basecamp to keep you tethered to the reality of where your project truly stands.

Listen in as Jason and David provide practical strategies to master the art of timely product delivery that doesn't sacrifice quality to ensure your team stays on the path to success.

Check out the full video episode on YouTube

Show Notes: 

[00:00] - There's always more work than there is time, and at some point, you must stop and ship and that's the topic of our conversation today. 

[00:44] - Jason talks about the importance of shipping on time without sacrificing quality.

[02:29] - David uses a racing analogy to explain how viewing work through a budgeted timeframe helps you prioritize (and shed excess scope). 

[03:21] - The effectiveness of constraints in achieving better results.

[04:18] - How embracing constraints leads to better software.

[05:23] - How the two-person teams decide on "must haves" vs. "nice to haves." 

[07:51] - Constraints allow for reevaluation of the problem statement, highlighting that even the "epicenter" of a feature can be redefined, leading to scope reduction.

[10:08] - How timelines keep you honest and keep you from chasing bad money. 

[11:47] - The value of "Hill Charts" in Basecamp

 and why complex issues on the other side of the hill pose a greater challenge.

[12:44] - Jason explains that in the Shape Up methodology, if something isn't completed within the timeframe, it isn't automatically reintroduced—it has to fight for its relevance.

[14:08] - How to avoid the "too big to fail."

[14:21] - David explains how to use the "penalty box" concept to keep yourself honest in product development.

[15:08] - The importance of guidelines and guardrails in getting you where you want to go. 

[19:08] - When should a project transition to a more formalized approach like Shape Up using the example of HEY.

[20:45] - Why you should allow for experimentation in the initial exploration phase of new product development.

[21:50] - You can read more about Shape Up, 37signals philosophy around product development in the book Shape Up. A free copy is available here. Rework is a production of 37signals. You can find show notes and transcripts on our website. Full video episodes are available on YouTube and Twitter (also known as X). If you have a question for Jason or David about a better way to work and run your business, leave us a voicemail at 708-628-7850 or send us an email.