The F*ck No Feature

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.