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They roll with the punches.
"We've had some accidental marketing that has gone very well for us as well," says Alex Schiff, the co-founder of Fetchnotes, a note-taking app. "We had an e-mail snafu. We accidentally sent a test e-mail to our whole user base." That e-mail said: "This is my test, bitches."
"We were, like, 'No, no, no!,'" he says. "But it actually helped us triple our user engagement. It worked very well in a way that we did not intend in the slightest."