Ryan Lochte’s vague and evasive apology
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Ryan Lochte’s vague and evasive apology

American swimmer Ryan Lochte has apologized for his behavior during an altercation in Rio de Janeiro. A good apology cites specifics and is direct about the people who were harmed. His isn’t. Lochte and his three teammates originally claimed they were robbed at gunpoint by Brazilians posing as police officers. Surveillance video reveals a different story: they stopped…

Why did Lexus nav systems crash? Passive voice hides the answer.
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Why did Lexus nav systems crash? Passive voice hides the answer.

Earlier this month,  owners of late-model Lexus vehicles found their navigation systems flailing. Lexus eventually apologized, but its statement is a classic example of how to use the passive voice to evade blame — or even a clear explanation. According to Forbes, an unknown number of 2014-2016 Lexus vehicles experienced the glitch, which caused the center…

How extra words undermine trust: a case study
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How extra words undermine trust: a case study

Fear makes people hide their meaning with extra words. It backfires. We know you’re afraid. Adding words make people less likely to trust you. A friend forwarded me an excellent example: a 414-word missive about financial improprieties in the school district of Northborough/Southborough, Massachusetts. I know how this letter must have developed: a panicked set of people at the…

Comparing apologies: Oscars vs. Chipotle vs. Boston Globe
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Comparing apologies: Oscars vs. Chipotle vs. Boston Globe

Three organizations have screwed up recently: The Motion Picture Academy nominated zero actors of color for Oscars, Chipotle made its customers sick, and the Boston Globe couldn’t deliver papers. I wanted to follow up on my recent posts about Chipotle and the Globe, and see if the Academy Awards folks could do any better. All three needed to…

Chipotle’s weasel words are sickening
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Chipotle’s weasel words are sickening

Chipotle Mexican Grill’s CEO Steve Ells is “deeply sorry” after 141 of his customers in Boston College contracted Norovirus. This comes in the wake of virus outbreaks in nine other states over the past year. The restaurant chain has deployed a team of copywriters to solve the problem. Their efforts on the company’s website gave me a stomachache….