BAD: When we use a tool, get great results by ‘accident’, and then ascribe those results to use of the tool, we’re in dangerous territory. Tools are only tools. They’re the ‘how’ of marketing and not the means to an end (the ‘what’ and ‘why’). If we don’t think carefully about what we want to accomplish with our tools, we’ll end up with something that looks like an accident. As in train wreck. Here’s an ‘accidental marketing’ example from Bryan Eisenberg, written over a decade ago, that’s surprisingly still applicable.