Communication is hard.


First Pepsi, then United, and then the White House. If this week has shown us anything, it’s that effective communication can be challenging—and that even the professionals can get it wrong.

But it’s what you do after you get it wrong that really matters. Consumers are willing to forgive mistakes—most of the time.

Customers will forgive. But to get that forgiveness you need to ask for it. Clearly. And acknowledge is changing retail marketing what what you did was wrong.

Everyone makes mistakes. Even top brands. What really separates the winners and losers is that the winners don’t double down on failure. They address the problem head on and take steps to fix it. And that starts with a real apology.



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