An entrepreneur's new site invites procrastinators to pay ransom for their bad habits

A new website offers a unique service that may appeal to the productivity-hungry: if you publicly set and achieve a goal, and the service is free; if you fail, you pay (the developer) through your sorry nose.

Go Fucking Do It wants you to either achieve your goals or literally pay the price; a user signs up, declares a specific aspiration, chooses an amount to wager on their successful completion of the task, finds a buddy to report on their success (or the lack thereof), enters their credit card info, and gets to work. Upon their failure to complete the stated task, the user's credit card is charged the agreed-upon amount, and the funds feed the website.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in