No matter how great your product may be, there will come a point where something will not go as planned. Your users and customers will be upset with you, their negative sentiments will fester, spread, and the beautiful construction you built may come tumbling down.
Before that happens, remind people that your product is run by other people just like them. Real, live humans beings with feelings and flaws, goals and short comings. And the great “Oz” they’ve built may lose some of its luster when they see the little, human wizards churning the machine, but that luster will be replaced by empathy and understanding for those humans and their condition.
Jon Biggs, East Coast Editor of Tech Crunch, asked readers/founders who’ve been “treated unfairly” to reach out to him directly. I once had a mishap with TC, so I sent him a note. He followed up, the associated parties were identified, an explanation was given, and the air was cleared. Some of the “big bad wolf” veneer of TechCrunch wore off in the process, but they became more human as a result — and I’m sure they’re much happier with that result.