incident.io's marketing headline "Move fast when you break things" should sound vaguely familiar. It works well for these reasons:

• Cleverly riffs on Facebook's famous "Move fast and break things" motto but with an important twist

• Acknowledges that incidents and outages are inevitable in fast-moving companies

• Suggests that speed in incident response is just as important as speed in development

• Implies that incident.io helps maintain momentum even when problems occur

• Appeals to growth-oriented companies that prioritize speed without ignoring reliability

• Shows a deep understanding of engineering culture and startup priorities

• Positions incident handling as part of innovation rather than separate silo from it

• Creates a sense of acceptance about breakages while emphasizing responsive handling to win back the trust of users

• Speaks directly to engineering leaders who face the daily speed-vs-stability dilemma