May 2009
Intermediate to advanced
264 pages
5h 50m
English
“I’m sorry, I never apologize,” the CEO said to me. The speaker was the chief executive of a well-known, publicly traded software company. It was at that moment that I decided to write the book you are holding.
The CEO had called me to help him with a speech. His company was getting hammered for launching a marketing campaign that, in its implementation, was more exuberant than strictly legal. He needed a speech to defuse the situation. I had written a number of speeches for him, and now he asked me what he could say to handle the crisis.
Let’s see. Someone in your company made a mistake. Everyone knows it was a mistake. Why not admit it, say you’re sorry, and tell the world what you’re going to do ...