A New Way of Thinking, A New Way of Learning: F*ck It, Ship It

In early 2018, Jacob Bøtter and I began an experiment to write a book, Fuck It, Ship It (out in Danish in September, and in English in November 2018). Actually, our experiment involved more than writing a book. We wanted to use available technologies to develop content, fundraise, create awareness, crowdsource feedback, market, publish, and (of course) do the writing. Although the technologies were available to do this on our own, we didn’t necessarily have in depth experience of all of them. So we experimented and learned as we worked.

Why Fuck It, Ship It?

The book’s title was originally a motto written on the wall at Opbeat (now Elastic), a Copenhagen start-up. Like Opbeat’s developers, many of us are plagued by self-doubt when it comes to finishing a project. Is it done? Can it be improved? Overthinking and over-discussing things while trying to maintain control can be paralysing. Eventually, you have to overcome your anxieties and just say, “fuck it, ship it.” Or in more polite words, don’t be afraid to take action and involve people around you.

Less Talking, More Doing

Fuck It, Ship It aims to inspire people to focus on doing. Rather than dwelling on a big leap that may (or may not) be just around the corner, we should be looking at the immediate possibilities. That’s not to say the long term isn’t important – it certainly is – but that’s not the focus of this book. This book is about the benefits of experimenting and learning, and is itself a product of this approach.

In my career, I’ve worked with numerous start-ups and established companies, and despite their success, I am often left with the impression that they could be doing more. Creating more value for both customers and employees. Embracing new technology and more technology. Adopting a new way of thinking and a new way of working. Ultimately, many organisations are limited by their own structures and procedures, and change is not an easy process. To help them move forward digitally we have tried to gather everything we know in this book.

Our Manifesto

Serving as the DNA of our book is our manifesto, which consists of 10 principles that are crucial to helping organisations change their approach to technology. These principles emphasise not only the need to recognise existing opportunities, but also sets out the steps that can be taken to embrace them.

When it comes to technological opportunities, we should be acting much faster. Technology is cheaper and easier to use than ever before, so anyone can experiment with it and, hopefully, learn something new. Of course, for many, that is easier said than done, but obstacles can be overcome.

Make experimenting part of your work. For example, using new technologies to collaborate and share your work is a natural extension of working remotely. Additionally, new technologies can be employed to better meet the needs of customers, suppliers, and users.

 1. Take advantage of technology. Technology is cheaper and easier to use than ever before, so anyone can experiment with it.

2. Act faster. When it comes to technological opportunities, we should be acting much faster. The route from thought to action is paramount for digital to succeed.

3. Experiment. Dare to be more experimental and understand that we can continuously learn from trying.

4. Learn something new. Embrace curiosity and creativity, and avoid acting based on preconceptions.

5. Find the time. Build time into your schedule to experiment and explore new technology.

6. Look outside the office. Valuable creative processes shouldn’t be confined to the office. Your customers, suppliers, and users are the ones who can tell you how their needs can best be met

7. Avoid the pitfalls of bureaucracy. Small units can act faster, more effectively, and at a lower cost than large, bureaucratic structures.

8. Work remotely. Using new technologies to collaborate and share your work is a natural extension of working outside the office.

9. Use your data. Too much data is collected without being used for anything of value. If there's a reason to collect it, there's a reason to use it.

10. Remember your ethics and morals. Ensure your company stands strong on your ethical values and use your stance to your advantage.

We hope that this manifesto serves as an inspiration to experiment and learn. Each principle presents a simple step or process that enables people to implement change. Of course, for full details, you will have to get the book Fuck It, Ship It, which will be released in Danish on the 28th of September and comes out in English in November.

In the coming weeks, I will also be posting about the tools and processes Jacob and I used to create this book.

www.fckitshipit.dk