37signals has undergone some name changes since its inception over 20 years ago: starting as 37signals in 1999, then changing to Basecamp in 2014, before switching back to 37signals in 2022.
Today, Jason Fried and David Heinemeier Hansson sit down to uncover the story behind the name 37signals, the reasoning behind the name changes, and the impact a name has on a business as we discuss what's in a name.
Show Notes:
[00:46] - Jason connects extraterrestrial intelligence to the name 37signals.
[01:56] - The out-of-the-park success that prompted a reassessment of the company's diversification.
[04:07] - Do we really need all this? The stress (and necessary decisions) that grew out of success.
[05:54] - How pride in their work led Jason and David to downsize their product line.
[07:56] - Jason shares the behind-the-scenes story of the 2014 meeting that led to sun-setting their other products to focus on Basecamp (which is still in operation after 19 years).
[10:04] - David shares the lightbulb moment he had during that meeting that prompted him to fully commit to changing the company's name and business model.
[12:46] - Too many products, not enough progress. Getting everyone on the same page and figuring out the next steps.
[14:27] - Same people, same location, NEW NAME (and domain).
[17:16] - The difficult decision to stop running Highrise.
[19:19] - Back to our roots in 2022.
[21:37] - How having a unified brand name helps maintain a consistent tone and strengthens brand value.
[23:15] - No need for a lengthy cost-benefit analysis—go with your gut.
[24:18] - It's what we want to do, and that's enough.
[25:03] - Two products under one umbrella, why returning to a multi-product company name made sense from a company standpoint.
[25:37] - A brand by any other name—how much does your business name matter?
[27:34] - Do you have a question for Jason and David or anyone at 37signals? Leave us a voicemail at 708-628-7850, and we might answer it on an upcoming show.
Links and Resources:
Do you have a question for Jason and David? Leave us a voicemail at 708-628-7850
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