If you've been following the Rework podcast, you're undoubtedly acquainted with the concept of Shape Up, a cornerstone of 37signals' approach to product development.
In this episode, we delve into a core component of Shape Up: the delicate art of crafting a pitch.
Join Rework host Kimberly Rhodes as she sits down with 37signals founders, Jason Fried and David Heinemeier Hansson for a conversation encompassing everything from the essence and purpose of a pitch to the step-by-step process of constructing a finely tuned pitch.
Listen in as Jason and David walk listeners through Shape Up's five-point compass for an effective pitch: problem, appetite, solution, rabbit holes, and no-gos, plus insight on how to use “tracer bullets” to manage the balance between scope and execution while avoiding the pitfalls along the way.
Show Notes:
[00:00] - Kimberly introduces listeners to Shape Up, and the topic of the day: "writing a pitch" for product development.
[00:34] - Jason shares what a pitch is and its purpose in product development.
[02:16] - David emphasizes a crucial counterpoint to common practices at most organizations, highlighting the two common pitfalls.
[03:12] - Striking a balance: providing boundaries without stifling creativity.
[04:05] - The key innovation of a Shape Up and the importance of avoiding extremes of over-specification or vague one-liners in your pitch.
[05:44] - Jason shares who can write a pitch, and the distinction between throwing out ideas and formalized pitches.
[07:47] - David introduces listeners to the concept of "framing" before pitching.
[09:28] - Why it’s vital to distinguish between identifying a problem and crafting a pitch.
[10:25] - Effective pitch creation requires contextual awareness to devise realistic solutions.
[11:46] - Pitched solutions are more about direction than detailed execution—the true execution and implementation are the responsibility of the assigned team.
[13:06] - Pitching is a powerful tool for attracting and nurturing independent decision-makers.
[14:54] - The magic of deferring decisions until the implementation stage.
[15:46] - Pitching projects is a blend of autonomy, mastery, and purpose, aligning with Daniel Pink's principles of employee satisfaction.
[17:21] - Shape Up's five key details for making a pitch: problem, appetite, solution, rabbit holes, and no-gos.
[18:23] - Rabbit holes: tempting yet treacherous distractions that offer the illusion of progress. Why unveiling these traps early is essential.
[20:08] - David shares an example of a recent project using a time zone auto completer.
[21:15] - A "science project" - the macro version of a rabbit hole.
[22:41] - How a "tracer bullet" or "traceable" helps the 37signals team understand a project's feasibility and complexity leading through a small investment of information gathering.
[24:29] - Why a "tracer bullet is crucial for prioritizing projects, using an example of using a tracer to explore billing in other currencies and how it provided clarity on the project scope and timeline.
[25:40] - Next week's episode of Rework will focus on the "Betting Table" and how the decision-making process unfolds to choose which pitches to work on. In the meantime, don’t forget you can still enter #TheUnderdogChallenge by the sharing the story of your scrappy team on the 37signals LinkedIn post here for a chance to be featured on a future episode of Rework. Look for show notes and transcripts on our website with full video episodes available on Twitter and YouTube. If you have a specific question for Jason or David about Shape Up leave your voicemails at 708-628-7850 and we just might answer it in a future episode.
Links and Resources:
Enter #TheUnderdogChallenge on LinkedIn: [ Ссылка ] or basecamp.com/underdogchallenge
Books by 37signals: [ Ссылка ]
Shape Up: [ Ссылка ]
Drive: The Surprising Truth About What Motivates Us by Daniel H. Pink: [ Ссылка ]
Sign up for a 30-day free trial at Basecamp.com
Do you have a question for Jason and David? Leave us a voicemail at 708-628-7850 or email rework@37signals.com
