Crisis
The Apology Arc
A four-beat structure for crisis statements: own it, name it, fix it, change it.
- Own it — active voice, first person, no conditionals.
- Name it — specific scope (records, hours, customers).
- Fix it — the automatic make-good, with no required action from the customer.
- Change it — named accountable + dated commitment.
Skip any of the four and the statement gets weaponized in the follow-up cycle.