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Positioning & Messaging

Project Management Software

Basecamp

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The F*ck No Feature

The F*ck No Feature

Say it loud: F*ck No to unwanted emails.

Say it loud: F*ck No to unwanted emails.

Basecamp is no stranger to provocative marketing. Their strong POV has helped them attract likeminded people who love their product and company.

But this is a unique example where POV meets product strategy. Basecamp recently 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.


Example

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