"A Thousand Pardons" Jonathan Dee

"'We have to think in terms of storytelling,' she said.  'Imagine how you want the customers to think of you, say two months from now.  Then we tell the story that leads to that place.  If it's a story of our guilt, of our desire to make amends, if that's how it begins, then so be it.  You have to take the long view, even if it means making some sacrifices now in the service of that greater truth...People want to believe you did something wrong, though.  And if you keep denying what they believe, that just strengthens their suspicion.  But if you take upon yourself, if you just agree to own it, then they're yours, then you're the one making the choices that drive the story from that point forward.'"