It’s takes a certain type of person to get excited about a work productivity toolMark Nielsen and Patrick Carmitchel, unsatisfied with 37Signals' Basecamp, have decided to disrupt the productivity software industry, says Nielsen “We decided we’d rather not see the light of day for awhile than have to live with knowing that with just a little bit of creative, a pinch of logic and a dash of sexy, we could revive the productivity software world with a tool that would even make Apple cry.”.