Jason Fried — particularly in any early-stage organization you need problem-solvers versus optimizers. Optimizing anything that’s only getting a tiny, tiny percentage of traffic is only going to cause so much of an uptick in sales, conversions, retention, etc. Lots of people need to know about you before you should even seriously start considering optimizing.
I’m curious, how many iterations/optimizations has that sales page gone through for Basecamp 3? (In just the last month?)