About
About Shift23.
Who we are
Fractional business, product and technology leadership for founders and leadership teams.
Shift23 is a product and innovation consultancy based in São Paulo and Calgary, Canada, founded by Evandro Maciel. We work as strategic fractional leadership across business, product and technology, and we also build: discovery, MVPs, AI agents and analytics, from conception to execution.
Why 23
Not innovation for the sake of being different. Innovation for the value it creates.
Every company lives in three times at once: the business that pays the bills today, the one growing next to it, and the bets that may define the years ahead. McKinsey called these the three horizons. The 23 in our name comes from the last two.
But no one reaches the future with a stuck present. So we work the way Google described its 70-20-10 rule: most of the effort on what already works, some on the adjacent, and a small share, with method, on the long bets. First a solid present. Then room for the future.
It's not about reinventing the wheel. It's about making it spin faster.
Efficiency in the core
Before inventing, make what exists run better: less friction, metrics you can trust and quality delivery.
Validation before scale
Every new bet starts small and with criteria: hypothesis, experiment, decision. Only what proved its value scales.
Courage with method
Long bets need a thesis, a portfolio and kill criteria. Courage is not skipping steps.
How we work
Pace, clarity and validation.
No generic framework. Short cycles, clear deliverables and decisions backed by evidence.
- 011–2 weeks
Diagnostic & product thesis
We dive into the product and the team: metrics, backlog, interviews and priorities.
Deliverable: Product Health Map
- 022–3 weeks
Problem & solution validation
We test the riskiest hypotheses with fast experiments, before spending on build.
Deliverable: A backlog of validated experiments
- 032–4 weeks per cycle
Build & test
We build what passed validation, with tests, documented decisions and analytics from day one.
Deliverable: A product in production with real users
- 04Ongoing
Launch & metrics
We define the North Star, set up the dashboards and get the team ready to decide with data.
Deliverable: North Star and dashboards
How we build
AI agents on the repetitive steps, people on the decisions. Every change goes through CI gates before it reaches users.
- Spec
- Design
- Build
- Review
- Verification
- Simulator QA
“Sustainable growth comes from a good product culture.”
Where we are
São Paulo · Calgary
We work from São Paulo and Calgary, Canada, and remotely, in English and Portuguese.
Who's behind it
Evandro Maciel
Founder · Strategic fractional lead for product and technology
10+ years leading product at companies like PicPay, iFood, Frete.com and moObie, always with a business target on the table: revenue, conversion, acquisition cost. Before that, he helped build Vivo's digital innovation lab.
See the founder's profileTalk directly with Evandro.
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