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  • If you're making an apology, there

  • are three questions that you want to be able to answer.

  • The first is, do we tell the truth?

  • People want the company to tell the truth for two reasons.

  • One is it gives them confidence that they know what went wrong.

  • And so that means that they will presumably know what to fix.

  • The other is that they want the company

  • to be a truth-telling company so it can uncover the truth.

  • The second is, on whose behalf are we acting?

  • Is it clear that people understand

  • that we understand that?

  • And the third is, how do our actions benefit

  • those people who trust us?

  • So what is it that we're going to do in the future that's

  • actually going to make people believe that we're going

  • to fix the problem we created?

  • And this is where all those facts matter,

  • because if you've laid that out pretty clearly,

  • then there is in fact a path to describe what

  • it is that you're going to do.

  • And so that action planning part is part of the apology, too,

  • because that gives you confidence

  • that the company actually knows how

  • to get from the current state to the future state, where

  • this kind of thing is not going to happen.

  • We definitely have this idea that trust is a binary,

  • where you either trust or you don't.

  • And once it's broken, that's permanent.

  • There's no coming back.

  • But that's such a myth.

  • Because in actuality, in this model

  • that Sandra and I have unveiled and analyzed

  • through our research, trust is based on multiple dimensions.

  • And because of that, trust is much less fragile

  • than we think.

  • So you break it on one dimension,

  • but you still have it on others.

  • And you can rebuild it in the dimension, because trust is--

  • it's a relationship.

  • It's not just this feeling that goes away

  • because something went wrong.

  • And we can see that with corporate scandals.

  • There are lots of big companies where they've had to go out.

  • Something bad happened.

  • It was their fault. They apologized.

  • And yet, years later, they're still here.

  • The public still trusts them.

  • There's a way in which they regained that trust.

  • It's entirely possible.

If you're making an apology, there

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