In this excerpt from our conversation, Jason Fried offers fascinating perspective on the role of intuition vs. data in decision-making.

While Basecamp does some A/B testing, Jason notes it ultimately comes down to intuition on what to test and compare.
Decisions on design, positioning, etc. originate from gut feelings and experience vs. pure data.
At some point, someone made a subjective call based on their own judgment and taste.
Jason believes acknowledging the intuitive, unscientific nature of these origination points is important.
For him, gut instinct and intuition drive most of Basecamp's decisions and ideas. They don't overanalyze or need to justify everything.
The market response will indicate if an idea is viable, but not necessarily right or wrong inherently.
Jason challenges purely data-driven companies to trace back where original hypotheses come from. It often traces back to human intuition.

Jason Fried believes intuition plays a crucial role behind even seemingly data-driven decisions and ideas. The human element matters greatly.