As I mentioned earlier in this thread, I really think Basecamp's homepage does a very poor job of communicating what it is.

> Last week 6,033 companies signed up for Basecamp to manage their projects. Today it’s your turn.

This is not a description of what Basecamp is.

> For all of my projects, I use Basecamp to keep track of every file, discussion, and event from beginning to end—all in one place.

This pretends to describe Basecamp but I could also use it as a description for Dropbox, MediaWiki, and Eventbrite (seriously, what the hell is an event?).

> 97% of customers recommend Basecamp.

COLOR ME IMPRESSED!

To quote myself: I want something concrete like "Basecamp lets you write words, puts checkboxes next to them, then moves them around randomly" (I'm not a fan of the product so my summarization may be biased).