From a Jason Fried interview, when he tells how people describe Basecamp: “All those things that are built into the product. Basecamp does a really good job of handling those things for [the clients], but they never said Basecamp allows us to manage our projects better or anything like that. It wasn’t about that so much for [the clients], it was about all the little small things that add up to make Basecamp a tool that they depend on.” http://jobstobedone.org/radio/jason-fried-on-jobs-to-be-done-radio/