Joel recalls the early days of Buffer where the company was growing faster than what he and Leo could scale their infrastructure, so they would go down from time-to-time. This led to upset customers because it disrupted their web flow.

To remedy the problem, they would go on social media or email customers to gain their trust by being transparent about the situation. In doing so, they received support once information was shared to customers and other founders to receive helpful feedback. They also were transparent within their company to gain trust and support with their employees because it keeps the company honest and helps them do the right thing.