An honest apology is a wonderful thing. It is also rare. Whether the fesser-upper is a private citizen, public figure or corporate entity, you almost never hear "I blew it, I'm sorry, and here's what I'm doing to make amends." More often you hear something passively self-excusing, like, "…if mistakes were made, we are truly sorry," or something that, in the guise of an apology, attempts to shift blame, like, "We're sorry people reacted in that way."
So I prepared to cheer when a new Toyota TV spot opened with a statement about their having learned a valuable lesson. But the cheer died on my lips when, instead of admitting faults and enumerating how Toyota would set things right, the spot told viewers to visit their local dealer to learn more.
Visit a dealer to see how sorry they are? Come on. When I make a mistake—an activity with which I am not unacquainted—I don't send a message saying, "To see how I've changed, come see me." I show up, in person, on bended knee, and disclose.
For Toyota to ask the market to make a trip to their turf and offer to listen while they plead their case is a foolish display of unconscionable arrogance.
—Steve Cuno
So I prepared to cheer when a new Toyota TV spot opened with a statement about their having learned a valuable lesson. But the cheer died on my lips when, instead of admitting faults and enumerating how Toyota would set things right, the spot told viewers to visit their local dealer to learn more.
Visit a dealer to see how sorry they are? Come on. When I make a mistake—an activity with which I am not unacquainted—I don't send a message saying, "To see how I've changed, come see me." I show up, in person, on bended knee, and disclose.
For Toyota to ask the market to make a trip to their turf and offer to listen while they plead their case is a foolish display of unconscionable arrogance.
—Steve Cuno
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