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I don't understand why the author casually says Basecamp "burned it all down". Basecamp took action to set a culture they believed would help them succeed long term. Is having a tough conversation with employees that risks offending some of them burning it all down?

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Basecamp/37Signals was by most accounts a profitable and great place to work for at least 20 years. Most orgs would do well to get to that situation in the first place. Few companies get to fall from that perch. Folks whose only takeaway from Basecamp is a warning story missed 90% of the lessons.

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