When Firing Your Biggest Customer Is the Right Move

The Call Nobody Wants to Make In 2008, 37signals (now Basecamp) was doing something that looked insane from the outside. They had customers who wanted custom feature development, who were willing to pay serious money for it, and Jason Fried kept saying no. Not politely redirecting them. Actually saying no, and in some cases ending the relationship entirely. The company was small. The revenue was…