InVisibleLight

Push Back

17th July, 2010 - Posted by janebeard - No Comments

Yesterday, Steve Jobs gave a press conference on Apple’s response to complaints about the iPhone 4. We thought it was a terrific example of two things: making amends when you need to, and pushing back when you need to.

Lots has been written about apologies, and what constitutes an “appropriate” apology. Here’s a good piece on the art of the business apology. And here’s one of the best, most genuine apologies of all times.

We’ve seen less on the need to push back when you need to, despite fervent calls to apologize. And we think Steve Jobs did a great job of that.

We’re not taking about evading responsibility, ala the numerous BP statements we’ve seen in recent months. We’re talking about a respectful, “This is not the problem you are making it out to be” push back that is sometimes warranted.

And, in our view, Mr. Jobs did a respectful, assertive and solid job of that. He made a strong case that the media reaction to the dropped call issue far out-paced consumer reaction. He made a direct case for the issue of dropped calls being an issue shared among all smart phones.

What we liked even more than his messaging, though, was the energy with which he delivered them: assertive, not angry. On the side of his customers, not begging forgiveness of journalists and pundits.

It’s become reflexive, these days, for the media to call for an apology for transgression real and imagined. Barack Obama has to “apologize” to Americans, especially those in the Gulf Coast region for not being “mad enough” about the Gulf Oil spill. People get mad at Joe Barton for apologizing to BP for tough treatment by the government, and then get mad at him again because his “take it back” apology was insincere.

Regardless of your politics, both these guys had an opportunity to push back and defend themselves against the media demand for an apology. Obama could have said, “The focus on whether I’m personally angry is beside the point. What we should focus on is, what are we doing to fix the problem?” — over and over again, if need be. Barton could have said, “I meant what I said when I called it a shakedown, and while that may distress my colleagues, I stick to my guns.”

Neither would have been forced into a false apology — none of which placated the media, anyway. Both would have focused the discussion on the substance of what they intend, and not the trappings of apology.

It’s easy to call for an apology and less easy to have a dialogue about the actual events in question. The more we get used to calling for, giving and hearing false apologies to appease the media, the more we devalue sincere apology and make it harder for people to deal on the actual issues surrounding the perceived transgression. The more we behave as if empty rhetoric is a good use of time and resources, the easier it is to allow hallow communication in our work and personal lives.

So, push back when the situation warrants it. Save apologies for the real thing.