Outcome Driven Delivery - using the Shape Up framework
The definitive playbook for modern teams to ship meaningful, outcome-driven work using Shape Up methodology
Introduction
When Ryan Singer first published Shape Up in 2019, it codified the practices that made Basecamp successful under constraints. Since then, as the framework spread, many companies discovered they couldn't adopt it wholesale.
Through follow-up talks and reflections, Singer clarified misconceptions, identified anti-patterns, and introduced more flexible practices. This guide merges those insights with practical adoption strategies for modern teams.
Key Terms
What is Shape Up?
Shape Up is a product development method created by 37signals (Basecamp) that focuses on shipping meaningful work in fixed time cycles.
Unlike traditional Agile/Scrum approaches, Shape Up emphasizes shaping work upfront rather than breaking down backlogs into tickets. Teams work on well-defined problems with clear boundaries, appetites (time budgets), and circuit breakers to prevent runaway projects.
Watch: Shape Up Introduction
Ryan Singer explains the core concepts and methodology behind Shape Up.
Core Principles
Shape before you build
Define problems and constraints upfront instead of jumping straight into implementation.
Circuit breakers
Stop projects after one cycle automatically - no zombie projects that drag on forever.
Appetite, not estimates
Set time budgets based on what the problem is worth, not how long you think it will take.
Give teams ownership
Hand off complete problems to autonomous teams, not fragmented tasks or tickets.
The Shape Up Cycle
Work moves through distinct phases with clear handoffs and decision points. Each cycle is time-boxed and autonomous.
Quick Facts
Why Shape Up Works
Common Problems
Half-baked projects
Vague epics and endless backlogs
Ticket shredder effect
Large ideas lose context in Jira
Zombie projects
Deadlines slip, scope balloons
Velocity theater
Burning points without shipping value
Shape Up Solutions
Shaping before building
Problems defined, risks explored
Appetite over estimates
Fixed time, variable scope
Empowering builders
Teams own end-to-end solutions
Circuit breakers
Force real trade-offs, stop zombies
Teams don't fail from lack of effort. They fail because they aren't given shaped, feasible work to execute autonomously.
The Four Phases in Detail
1. Shaping (Upstream Work)
Collaborative problem definition and solution sketching
Who's Involved
Product strategist (frames problem, business value)
Designer (interaction flows, usability risks)
Senior engineer (technical feasibility, risks)
Key Activities
Framing: Agree on problem and appetite
Exploration: Brainstorm A/B/C solution paths
Sketching: Fat marker sketches, breadboards
Risk assessment: Identify rabbit holes, landmines
Output: A Pitch
Problem + appetite + shaped solution + sketches + known risks
2. Betting (Prioritization)
Leadership decides which pitches to fund
Who's Involved
Company leadership (control resources)
Shapers (present pitches)
Key Activities
Betting Table: Review and fund pitches
Portfolio balancing: Mix large/small bets
Trade-offs: Defer or discard pitches
Output: Cycle Plan
List of projects committed to for the next 6 weeks
3. Building (Cycle Execution)
Autonomous teams deliver working product increments
Who's Involved
Small autonomous team (1 designer + 2 engineers)
No PM micromanaging tasks
Key Activities
Kickoff: Present pitch, clarify questions
Scope Mapping: Break into independent chunks
Get One Piece Done: Vertical slice first
Hill Chart Updates: Track progress
Output: Working Product
Complete increment that delivers on the pitch
4. Cool-down (Reset & Reflection)
Recovery and preparation for next cycle
Who's Involved
Entire product/engineering org
Key Activities
Bug fixes, refactoring, operational tasks
Shaping new pitches for next cycle
Optional reflections or retro-lite
Output: Clean Slate
Fresh start for next cycle + newly shaped candidates
OKR-First Workflow
This implementation starts every quarter with outcomes, then shapes problems that move those outcomes.
Set Quarterly OKRs
Define 2-3 objectives with 2-4 key results each. Every pitch will link to a Primary KR ⭐ it's designed to move.
Shape Problems
Create pitches that link to your Primary KR. Define the problem, appetite, solution sketch, and risks.
Build & Ship
Work in scopes, track on hill charts, ship on time using circuit breaker.
Worked Example: Team Calendar Feature
Let's walk through an end-to-end example using Shape Up to deliver a "Team Calendar" feature in one 6-week cycle.
1. Shaping (Week -2 to 0)
- A: Full Outlook/Google integration → too risky
- B: Internal team availability view → chosen
- C: Shared event list → too simple
2. Betting (Day 0)
3. Building (Weeks 1-6)
4. Cool-down (Weeks 7-8)
🎯 Outcome
Customers see free/busy status. Even with limited timezone support, the value is real and shippable. No zombie project - future integrations will be reshaped separately.
Step-by-Step Adoption Guide
Moving from Scrum/Agile to Shape Up:
1. Start Small: One Pilot Cycle
- Best: Run single 6-week experiment with dedicated team (1 designer + 2 engineers)
- Alternative: Start with better shaping inside your Scrum process
- Compromise: Switch to longer cycles (4-6 weeks) before full shaping
2. Shape Work Before Building
- Gather product, design, and senior engineering for shaping sessions
- Explore risks, trade-offs, and possible approaches
- Produce shaped pitch (not backlog epic, not pixel-perfect spec)
3. Set Appetites, Not Estimates
- Decide time you're willing to spend (2-6 weeks)
- Avoid "how long will it take?" → Ask "what can we do in this time?"
4. Stick to the Cycle
- Cycles are time-fixed, scope-variable
- If it doesn't fit, cut scope or stop
- Use circuit breaker to prevent zombie projects
Scrum vs Shape Up
| Scrum / Agile | Shape Up |
|---|---|
| Backlog of endless user stories | No backlog → raw ideas only shaped if worth betting on |
| Sprint planning every 2 weeks | Betting table every cycle (choose shaped projects) |
| Story points & velocity tracking | Appetite (time budget) + Hill Charts for progress |
| Scrum Master facilitates process | Shapers shape → Builders own delivery |
| Continuous sprints | Cycles + cool-down recovery time |
Quick Start Checklist
This Week
Next Week
Ready to Start?
Begin with outcomes, then shape problems that move those outcomes.