Leading by Apology
Two powerful words: “I’m sorry.”
We’ve all had to say the words, “I’m sorry.” Humans make mistakes, and when we do, we apologize. But just because we know we should apologize doesn’t mean it will be easy. Thanks to Allison Kluger and Kevin Johnson, former CEO of Starbucks, the Reputation Management class at Stanford GSB now has a toolkit to approach apologies. Here are four lessons I took away from the class that will make it a little easier the next time I need to apologize.
1. “Authenticity is the most important ingredient in apologies.” — Kevin Johnson
The best apologies are authentic. In 2018, when a Starbucks in Philadelphia attracted national attention for racially profiling to Black men, Kevin Johnson got in front of the camera to make a public apology. When asked about the most important advice he can for apologies, Kevin reflected that authenticity is key because being authentic requires us to show vulnerability, and vulnerability can be a powerful human connector. Indeed, Allison underlined that point, too, when she apologized to Tyra Banks — though her email may have been long, it was authentically Allison, conveying her tone of voice and deep care for Tyra. Be authentically you when you apologize, and hopefully it won’t just repair your relationship, it’ll bring you closer, too.
2. Pick the platform based on the person
Okay, so I have to apologize, but how should I do it? Allison advised that we pick the apology medium based on recipient and their needs. For an individual, how do they prefer to communicate? For Tyra, Allison knew that email was her preferred medium, so she apologized in an email. For a company, the apology’s medium will be on a larger scale. Starbucks initially issued a letter from Kevin before putting a face to the apology when Kevin got on camera to make a video statement. Think about your recipient and what they need when you’re deciding how to apologize.
3. Set the tone at the top
When Kevin took responsibility for the crisis in his apology, he set the tone at the top. By being held accountable as the leader of the company, he made room for the company to grow and intentionally work towards a better corporate culture. Today, Starbucks has a “People Positive” initiative that grew with its roots in the 2018 crisis. Own the mistake as a leader and who knows what kind of powerful impact that may have on your corporate culture.
4. “Is it too late now to say sorry?” No!
When it comes to apologies, timing matters, but it’s never too late! With the timing of the Starbucks apology, their initial speed backfired. The first statement was met with criticism for being incomplete and not authentic, but after he took the time in Philadelphia to gather more information, Kevin was able to make a more impactful apology. Though they could’ve moved faster (and Kevin wished they had), it took Starbucks some time to get it right. Allison echoed that it’s never too late when she shared about an important apology from a producer years after they worked together. So, if time has passed since you made the mistake, there’s still healing power in an apology.
Remember: “An apology without change is just manipulation.” Know why you’re apologizing, deliver it authentically in an accessible way, and hopefully, those two little words will have a powerful effect, no matter when you say them.
