Boosts in Basecamp are meant to be quick reactions.
But when you boost a comment meant for me, thinking you’re being helpful or showing acknowledgment, you’re actually causing problems.
Here’s why this seemingly innocent action breaks our communication system.
Boosts Are One-on-One Messages
When you boost something, it sends a private alert only to me. No one else on the team sees it. That means if you’re responding to a comment or trying to acknowledge a task, you’ve taken that communication out of the team workflow.
We don’t do private, one-on-one communications here. We’re a team. That means everyone who’s part of the project needs to see what’s going on. If I’m the only one who sees your response, the project stalls when I’m not available.
Boosts Break Email Threading
Each Boost sends a brand-new email. Instead of keeping replies in the original Basecamp thread — where context is preserved — it spawns a new notification, separate from the conversation.
That makes it impossible to track communication history. I can’t search easily. I can’t forward the thread. And worse, I can’t route your input to the right team member. This kind of fragmented inbox traffic is why I get over 1,000 emails a day.
Boosts Bypass RACI
We follow the RACI framework:
- R: Responsible – Who’s doing the work.
- A: Accountable – Who ensures it gets done.
- C: Consulted – Who provides input.
- I: Informed – Who needs to know.
In most cases, I’m the “I.” That means I need to be looped in only if it’s critical, and even then, I should be Cc’d — not directly addressed.
If you boost me, you’re skipping the person who’s Responsible or Accountable. You’re assuming I’m the only one who can answer — which is almost never true. We have leads, specialists, and checklists for a reason.
So What Should You Do Instead?
If you’re responding to something:
- Reply in the same Basecamp thread.
- Involve the person who’s R or A.
- Include me in the subscribers list if necessary.
- Be clear about what’s been done or what you need.
If all you’re doing is saying “Got it” — skip it, or comment directly on the thread so others see you’re on it. Don’t send me solo boosts.
Bottom Line
No more boosting me. No one-on-one messages.
We work in public, in systems, as a team. If I need to be looped in, involve me in a thread — don’t shortcut the process. Communication works only when it’s structured and visible.
Dennis Yu
Dennis Yu is the CEO of Local Service Spotlight, a platform that amplifies the reputations of contractors and local service businesses using the Content Factory process. He is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other brands.
Dennis has achieved 25% of his goal of creating a million digital marketing jobs by partnering with universities, professional organizations, and agencies. Through Local Service Spotlight, he teaches the Dollar a Day strategy and Content Factory training to help local service businesses enhance their existing local reputation and make the phone ring.
Dennis coaches young adult agency owners serving plumbers, AC technicians, landscapers, roofers, electricians, and believes there should be a standard in measuring local marketing efforts, much like doctors and plumbers must be certified.