When most companies screw something up, they want to fix the problem so fast you forget it ever happened — which is great. But sometimes, owning up to the problem can be just as remarkable as making it right.

For example, before Hootsuite, a social media management tool, updated their dashboard design, people hated it. But instead of glossing over that hate when they updated the user interface, Hootsuite made a video of employees reading mean tweets about their UI, like Jimmy Kimmel’s popular sketch.

They read stuff like, “Hootsuite needs to be on Extreme Makeover: UI Edition,” and “Looks like something my kid slapped together.”

Software companies make updates more often and more seamlessly than ever. Most people forget about these updates the next day or barely notice them in the first place.

Hootsuite’s original design was less-than-awesome, and they knew it. They used this upgrade announcement to show everyone they’re listening, and they’re a company of real humans who read tweets and pay attention to reviews.

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