Before I started Basecamp back in 1999 (we were originally called 37signals), I had a software and Web design business called Spinfree.
How often have you heard that one? “Whatever it takes”.
It’s an iceberg. Steer clear.
What starts out as an innocent turn of words, is actually a veiled attack on reasonable expectations. And when expectations aren’t reasonable, all bets are…
Back in May, when I started my internship at Basecamp — the company known for creating Rails…