Jason Fried and DHH successfully marketed Basecamp using controversy, expressing contrarian viewpoints and sparking debate. They focused on content marketing and utilized their blog and podcast to share thoughts on business and tech culture. Key controversial topics included advocating for smart work over hard work, promoting remote work, criticizing TypeScript, banning political discussions at work, and challenging cloud computing norms. They extended this approach to their new ventures, Hey.com and Once.com, using bold and unconventional launch strategies to generate buzz.

 

Recognized as a top MarTech Influencer (ranked #3 by Onalytica), Joemktg brings a wealth of experience crafting and executing marketing, lead gen, and go-to-market strategies designed to drive revenue. See our profile on UpWork: UpWork Profile.