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We’ve just seen three high-profile apologies in recent days – Joe Wilson, Serena Williams and Kanye West.
And all three were highly suspect, if you ask me. Not one seemed genuine or prompted by any real remorse.
An apology when you screw up is nothing new. But it is often neglected and when problems are left to fester, that’s precisely what they do. From little acorns do grow great, big, blooming issues when someone does not say ‘sorry’ and make amends when it’s necessary.
Contrast Joe, Serena and Kanye’s lack-luster mumbles with the clear language, and sincerity of expression found in all the messages from Michael McCain, president and CEO of Maple Leaf Foods in the aftermath of the Listeriosis crisis.
He stepped up and apologized via every form of modern media available and what’s more, he sounded and acted like he meant every word. His statements and demeanor were credible, not slick; honest, not crafted and humble, not sullen. McCain then made sure his company did everything it could to fix the problems that led to the outbreak and put in place new processes so it would not recur.
Recently, a client of mine, the owner of a construction company, had to apologize publicly when chemicals associated with renovations to a building they were working on were found polluting a nearby stream. Behind closed doors, some of his senior staff fumed that it was a subcontractor who was directly responsible for the pollution, but the CEO shut down that discussion, pointing out, quite rightly, that his company was ultimately responsible for anything done by specialists they hire.
He apologized to the building owners, to the neighbors who fished in that stream and, via the media, to the public. At the same time, he financed the clean up of the stream, paid the fine levied by the environmental regulators and made a voluntary contribution to an environmental organization that protects fresh water habitats.
The public is remarkably forgiving and even displays a very short memory for misbehaviors of all kinds, when the responsible person or organization apologizes and makes amends. We recognize our own frailties as human beings and we can forgive and forget.
But we can’t forgive if there is no apology, no acknowledgment of harm or failure, and we do not forget when the unrepentant refuses to recognize his or her failings.
Deborah Folka
Senior Consultant
Maximum Impact Training & Development
604.517.1339 (direct)
