Back to Collections

37 Signals Principles

These are the principles that 37 signal (now known as Basecamp) built their wildly successful business on.

Source: 37signals.com

The principles

  1. Useful is forever
  2. Great service is everything
  3. Clarity is king
  4. Our customers are our investors
  5. The basics are beautiful
  6. No hidden fees or secret prices
  7. Software should be easy
  8. Long-term contracts are obscene

  1. Useful is forever

    Bells and whistles wear off, but usefulness never does. We build useful software that does just what you need and nothing you don’t.

  2. Great service is everything

    We’re famous for fast and friendly customer service. We work hard to make sure we live up to that reputation every day.

  3. Clarity is king

    Buzzwords, lingo, and sensationalized sales-and-marketing-speak have no place at 37signals. We communicate clearly and honestly.

  4. Our customers are our investors

    Our customers fund our daily operations by paying for our products. We answer to them — not investors, the stock market, or a board of directors.

  5. The basics are beautiful

    We’ll never overlook what really matters: The basics. Great service, ease of use, honest pricing, and respect for our customer’s time, money, and trust.

  6. No hidden fees or secret prices

    We believe everyone is entitled to the best price we can offer. Our prices are public, published right on our site, and the same no matter who you are.

  7. Software should be easy

    Our products are intuitive. You’ll pick them up in seconds or minutes, not hours, days or weeks. We don’t sell you training because you don’t need it.

  8. Long-term contracts are obscene

    No one likes being locked into something they don’t want anymore. Our customers can cancel at any time, no questions asked. No setup/termination fees either.