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Google docs is good for some things, particularly working collaboratively on docs - but fall short on things like shared messages and to-do lists. Basecamp is just so easy, and the price is so low for a business that it is worth the 40$ a month.

If by "better" you mean "more featureful", then you don't have the right definition of "better."

Their marketing is brilliant.

And you're comparing Google Docs to which product by 37 Signals?