Zoom. Fire. Repeat.
It all begins with an idea.
Scenario: A tech company lays off 20% of its workforce via Zoom. The backlash is swift. The original corporate message reads:
“We understand this is difficult news, but restructuring is essential to our continued growth. We appreciate everyone’s contributions and wish them well in their future endeavors.”
What’s wrong with this response?
Cold, impersonal tone
Lacks empathy or accountability
No reassurance to remaining employees or stakeholders
Filled with overused, empty corporate language
A Better Message: Rooted in Strategy and Empathy
“Today’s decision is one of the hardest we've ever had to make. We’re saying goodbye to colleagues who helped shape our company, and we want to acknowledge the real pain and disruption this causes.
While this restructuring is a necessary step to ensure our long-term stability, that doesn’t make it any less personal. We are providing severance, career transition resources, and mental health support to those affected, and we are committed to supporting them in the days ahead.
To our remaining team members, we know this moment is unsettling. Our leadership team will be holding open forums this week to answer your questions and discuss our path forward—together.”
Why It Works:
Centers people, not the company
Takes ownership without spin
Offers action and support
Reassures employees and stakeholders with next steps
Reinforces leadership and care during uncertainty
The Grant, The Rumor, and the Reckoning: A Lesson in Nonprofit Transparency
It all begins with an idea.
The Crisis:
A respected nonprofit executive is accused on social media of misallocating restricted grant funds. The media picks up the story before an internal audit is complete, and donors begin pulling support.
Typical Response:
“We categorically deny the allegations and remain dedicated to our mission. We are examining our internal processes and will provide more information soon.”
Our Response:
“As a mission-driven organization, we take these concerns seriously. We have initiated an independent review of our financial practices and are fully cooperating with all stakeholders. Transparency and trust are the foundation of our work, and we remain committed to both. We thank our community for its continued engagement and will share our findings as soon as they are available.”
➡️ Why it works: This statement acknowledges public concern, avoids defensiveness, and centers values over denial, protecting reputation while building trust with donors and constituents.
Before You Hit Delete: How to Handle the Fallout from Old Tweets
It all begins with an idea.
The Crisis:
A prominent professional running for public office faces backlash after insensitive tweets from a decade ago resurface. Media outlets call for comment, and opponents seize the moment.
Typical Response:
“Those tweets do not reflect who I am today. I have grown and learned, and I apologize if anyone was offended.”
Our Response:
“Those past remarks were wrong, and I deeply regret them. I take full responsibility and understand the pain they caused. Over the past ten years, my values and actions have changed, and I am committed to continuing that growth through service, dialogue, and accountability. I welcome the opportunity to demonstrate that growth through how I lead.”
➡️ Why it works: The revised message goes beyond vague apologies. It accepts responsibility, centers harm, and offers a path toward redemption—essential elements in today’s cancel-aware culture.