Initially, United CEO Oscar Munoz engaged in provocation and victim-blaming —calling Dao “disruptive and belligerent” and defending the airline’s “established procedures.” When public fury exploded, Munoz issued a second statement that Hearit would call a hollow apology : “I apologize for having to ‘re-accommodate’ these customers.” The euphemism “re-accommodate” became a meme of corporate tone-deafness.
Gross negligence, environmental destruction, and lack of compassion. Initially, United CEO Oscar Munoz engaged in provocation
Tylenol regained 95% of its market share within a year. The case became Hearit’s gold standard for how mortification + corrective action can transform a potential fatal crisis into a reputational asset. Case Study 2: Exxon Valdez (1989) – The Failure of Defeasibility The Crisis: The Exxon Valdez oil tanker ran aground in Prince William Sound, spilling 11 million gallons of crude oil. The environmental damage was catastrophic. Exxon’s initial response was slow, defensive, and legally calculated. The case became Hearit’s gold standard for how