Greetings.  Saying "I'm sorry" is never easy to do.  Especially when the reason is very significant.  Which could explain why it took Toyota's CEO, Akio Toyoda, so long to apologize for the growing number of quality problems that have resulted in gigantic global recalls.  What started with dangerous floor mats, has now grown to include sticking gas pedals and failed brakes–issues that have put many drivers in jeopardy.  And these problems, as well as the over-delayed announcement, have quickly altered the market's perception of Toyota–long revered as the automobile industry's quality leader.  They also leave two equally gigantic questions:

First, How did all of this happen to a company that has always been so focused on quality?  And, second, Will the Toyota brand be able to regain it's position after such a colossal series of screw-ups?

We should begin to learn the answers very soon.  But what really happens in the business world when "Sorry seems to be the hardest word" (Music by Elton John, Lyrics by Bernie Taupin)?  Because "sorry" in this, and almost every case, is all about "trust" and breaking a "promise" to those we serve.  It turns out that trust based on a promise of quality is a hard thing to regain in the face of so many big mistakes.  And it was such an essential part of why people bought Toyotas in the first place.  The belief that they were the one company that was absolutely focused on designing, testing, refining, retesting, and delivering the highest quality car at an affordable price.  The one company we could trust because of its unwavering commitment to innovation and renowned ability to challenge every employee to find and correct problems at every step in the design and production process.  Yet somehow their trusted system failed.  Not once, but at least three times.  

We win in business and in life by earning and maintaining the trust of others.  And by making and keeping promises that matter.  That's the real genius of great companies.  A genius that is vital to our long-term success.

Cheers!