At incident.io, the company has adopted database migrations as a key aspect of their product growth strategy. They have developed a runbook for safely handling migrations, including a recent focus on migrating JSONB columns in Postgres databases. To achieve this migration, they used interfaces `sql.Scanner` and `driver.Valuer` to provide custom marshaling logic for reading and writing data in both the old and new formats. The company has also implemented an async backfill process using this custom scanner to unify the state of the existing data, resulting in a consistent and up-to-date database schema.