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March 15, 2024
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Mar 11, 2024 8:13 PM
When POV meets product strategy.
Basecamp is no stranger to provocative marketing.
Their strong POV allows them to attract likeminded people who love their product and company.
In late 2023, they added a “F*ck No” feature in their email product, Hey.
Now, instead of saying “No” to receiving emails from someone. You can use special keys to say “F*ck No.”
It does nothing more than that. Just an easter egg feature they know their ICP will love.
And many did. Some didn’t, but Basecamp was okay with that.
As stated in a
“In a world filled with seriousness, the ‘Fuck No’ feature serves as a reminder that software and work, in general, should be more lighthearted.”
#product #productmarketing #exampless