CHAPTER 8
Speed, Truth, and Other Good Ways to Respond to Bad Times
Always do right; this will gratify some people and astonish the rest.
—MARK TWAIN
Crises are when companies are most likely to create distrust. Under stress, in the spotlight, and dealing with sensitive issues, management often says and does things that alienate a significant audience. This isn’t the intent, but it’s often the result, especially when management has failed to create a trust bank that can mitigate the negative impact of these situations.
I’m defining crisis broadly here. To give you a sense of the range of crises that can create distrust, here are just some examples:
- Downsizing
- Labor unrest (strikes)
- Product safety problem
- Product quality issue
- Negative media ...
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