We messed up: Why business leaders must learn the art of the apology
At Threshold, the last thing that we want to do is to add to the schadenfreude surrounding the ‘Coldplay Couple’. Whatever their misdemeanours, they have surely suffered enough. As communicators, the more interesting question is why business leaders continue to fall into the trap of using that inert and pompous corporate language, that fails to do the job. Look at the statements from the company: “Astronomer is committed to the values and culture that have guided us” blah, blah. “Set the standard in both conduct and accountability” and so on and so on. Jeez! Does no one understand the art of the straight-forward apology?
Communication skills workshop
Astronomer’s description of what it does is equally dense with corporate cliches: “empowers data teams… mission-critical software… unlock insights, unleash AI value and power data-driven applications.” Guys, just tell us what you do!
And here’s our point. What we tell business leaders at our communication skills workshops is simple: Plain and simple language gets the job done!
Culture and values
Think of someone who’s a maestro at managing his personal brand. When there was an accusation of racist behaviour by a Virgin Atlantic Employee, Richard Branson starts his statement by saying, “I was mortified to hear about this.” We believe the guy. He doesn’t start by telling us that on this occasion his company didn’t live up to its usually incredibly high standards – then telling us about culture and values etc.
The evidence backs up what we are saying. Research repeatedly shows that we humans tend to use opaque or pompous language as a ‘compensatory’ strategy, when we are feeling exposed or insecure. The result: When people use plain and simple language, we instinctively have more confidence in them.
Error of judgement
So how would we advise a company in similar circumstances to Astronomer’s to respond? Do it quickly, keep it plain, simple and heartfelt. How about something like this:
Andy Byron and Kristin Cabot made a serious error of judgment. They have both done the right thing and tendered their resignations, which have been accepted. To all of our people working hard to do the best possible job for our clients, we’re truly sorry. You should not have had to put up with this. Now we move forward focusing on what we do best.”
Why business leaders must learn the art of the apology
There is light at the end of the tunnel for Astronomer, in the form of interim CEO, Pete DeJoy. He gives one confidence, because he seems like one of those rare corporate leaders who likes to speak human:
[In] our small corner of the data and AI world … the spotlight has been unusual and surreal.
What’s more he appears to understand that if you’re making an apology, a little humility goes a long way
To find out how we can help leaders in your organisation to be more impactful, influential and persuasive vitas us at threshold.co.ukTo find out more visit www.threshold.co.uk
