37signals has tried many AI use cases and found glimmers — promising signals that something could work. But a glimmer isn't a product. It needs a final solid shape. You can't ship gas. When it's solidified and great, it ships.
Where this was said
At 21:10 · chapter starts 7:37
DHH introduces the concept from Getting Real: the illusion of agreement. A bullet on a roadmap says 'upload permissions' or 'guest access' — one line that customers read and project their entire mental model onto. The feature ships. It's in the right vicinity but has the wrong handle, the wrong shape, the wrong defaults. Now the customer feels suckered: they bought the product on a promise that never existed except in their imagination. [1] — David Heinemeier Hansson "A one-line bullet on a roadmap means nothing. Customers imagine their specific version of 'calendar' or 'guest access,' while the final pro…" 09:54 Jason makes this visceral with the calendar example: announce you're adding a calendar, and every customer imagines their own perfect calendar. The one that ships won't sync with Outlook, won't have an agenda view, won't allow jumping four years ahead. Useless, they'll say — even though a fully functional calendar did ship. The word 'calendar' was never a promise about any specific capability; it was just wrapping paper. And the illusion, Jason observes, only grows larger and stranger as you move outside your own team: internal misalignment is bad enough, but external misalignment with customers who share none of your vocabulary or mental model is an order of magnitude worse.
37signals plans only about one month ahead at any given time, down from a previous six-week cycle, intentionally avoiding long-horizon roadmaps.
37signals plans roughly one month ahead and nothing more. Launching one feature opens trails to the next — rigidly pre-planning six months out kills that optionality. Basecamp's 22-year track record is the argument: if you're worried about uncertainty, look at the longevity.
Basecamp has operated successfully for over 22 years without public roadmaps, relying instead on iterative, near-term planning.
A bullet point on a roadmap makes customers believe a future feature will solve their specific problem, when in reality the final shape of the feature may not match their expectations at all.
A one-line bullet on a roadmap means nothing. Customers imagine their specific version of 'calendar' or 'guest access,' while the final product takes a completely different shape. Buy software for what it is today — everything else is gravy.
Every time 37signals has publicly promised a future feature on a timeline, it has ended in regret — not necessarily because the feature was wrong, but because the deadline was constraining.
With AI coding tools like Cursor, Bhanu replicates an existing free tool for a new keyword in under 5 minutes. What used to be a multi-day build is now a lunch-break task.
Ahrefs, SiteGPT, Cal.com, PostHog, Datafast, Sibyl AI, Bento, Feather, Featurepace, Mintlify, Cloud Code, ChartMogul — Bhanu runs his entire business solo with these 12 tools.
PropGPT runs on React Native with TypeScript and Python for ML, Neon for the database, RevenueCat and Superwall for monetization. LLM costs are $20/month, data APIs $100/month, and after $10K in monthly marketing spend, margins sit at roughly 50%.
Game apps keep users engaged long enough for ads to pay off. Tool apps don't — so if you're building a utility, ads are almost always the wrong call and subscriptions are your only real lever.
Inside SEO Bot, a single button labelled 'Boost My Domain Rating' routes users directly to Listing Bot. That one interaction converts a user of one tool into a user of two — without any marketing cost.
Directory listings are a powerful but underrated growth channel — but only if your product is genuinely interesting enough to earn the click. AI products have a natural advantage here because they're easy to package in a compelling, clickable way.
The fastest path to Twitter growth isn't volume — it's forming sharp opinions about how the platform works and sharing them immediately. People cluster around those who understand the rules and say so out loud.
Sam had no coding knowledge, so he used ChatGPT voice mode to generate his entire codebase and copy-pasted it into Notepad. A friend later introduced him to Cursor, and he never looked back.
Copy days of Discord chat history, paste it into ChatGPT, and ask it to list recurring pain points. The ones that come up most often are your best product bets.
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