Collaborative market shapers should be aligned to increase market viability. Leveraging systems theory and systems thinking, we suggest considering the market structure and system in order to derive specific market shaping strategies and collectively enact them. We contribute to market shaping literature by: (i) delineating the elements of the market view to be shared, and (ii) differentiating the types of market change, providing a typology based on the extent of change measured in terms of changes to market problems, solutions, and structures. This work can support researchers and collaborative shapers in analyzing and designing shared market views and strategies taking into account the implications in terms of the degree of predictability and manageability of the systemic outcomes of shaping.