Ryan joined what was then known as 37signals as a web designer and was part of the team who designed and built Basecamp, transitioning 37signals from a design consultancy to a world-renowned software as a service company. In the 15 years since then, he has led the design and product management of Basecamp, used by millions around the world.

As described by the CEO: Basecamp has an entirely different approach to product development. An approach developed in isolation over nearly 15 years of constant trial and error, taking note, iterating, honing in, and polishing up. Ryan’s book is for explorers, pioneers, those who don’t care what everyone else is doing. Those who want to work better than the rest.

For this conversation, we focused on the strategic side of design, which is called “the shaping track” in Ryan’s book. You’ll learn about the different skills needed for strategy versus hands-on design; as well as his journey from web designer to head of strategy.

Link to resources, in the order they were mentioned:

• Find Ryan’s book: “Shape Up: Stop Running in Circles and Ship Work that Matters”
• Read: “The Innovator’s Solution: Creating and Sustaining Successful Growth” by Clayton M. Christensen
• Bob Moesta’s “Jobs to be done” method
• Ryan and Bob’s workshop “Developing Successful New Products” August 28-29
• Read: “Competing Against Luck: The Story of Innovation and Customer Choice” by Clayton M. Christensen

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