You can tell great leaders by the apologies they offer. 
Johnson & Johnson is no stranger when it comes to saying ‘sorry.’ Witness the famous Extra-Strength Tylenol poisoning of 1982 when tablets were laced with potassium cyanide and placed back on shelves. Seven people died, through no fault of J&J, yet they took responsibility and removed all of the product from stores, ate the losses, did more than any company was legally obligated to do and received kudos for their behavior since then. (For you business history buffs, this was the start of ubiquitous tamper-proof packaging.) 
This may be the best corporate apology ever.

    This time, J&J has apologized for a shortage since 2009 of their popular OB Tampons. The shortage has been so acute that women were buying them on eBay for $100 a box, and offered passionate pleas on YouTube for more abundance.  The reason for the product scarcity has remained unclear. The company said there was a ‘supply disruption,’ but some folks wonder if there was a quality control issue or manufacturing glitch. The tampons began appearing again in the spring but the Ultra version was still scarce until recently.
Just like the Tylenol incident which has become a standard case study in B-Schools (I included it in my own book Say It and Live It.) this event will be studied as well because it goes against the conventional wisdom that says to never use humor in a apology. The danger of the joke fall flat can be devastating to a company’s reputation and brand. This time, however, humor works perfectly. Why? For one thing, nobody died. Second, it’s personalized in a way that seems downright magical. Third, the company makes fun of the shortfall in a way that is not mean spirited but jests, ever so slightly, at the personal affection and loyalty women feel for this product. J&J has found the perfect mix of ‘we’re truly sorry,’ and ‘gee, we didn’t realize how much you cared.’ They show that they appreciate the ardor women have for the product but also make a bit of fun at how overzealous this love can be. They’re also making light of romance novel and cheesy nighttime drama stereotypes. It’s a balance that is nearly impossible to pull off, but they did.
    The topper is that they offer a free coupon for the product at the video’s end. Nothing says sorry like free.
I’m not saying that all apologies should be humorous, but they should be effective. If you can use humor, so much the better. Reed Hastings, et. al. take note.


The William G. McGowan Charitable Fund provides grants in three program areas including Health care and Medical Research; Education, and Community Programs for Those Most Vulnerable. It gives priority to programs that have demonstrated success, measurable outcomes, have a plan for sustainability, and aim to end cycles of poverty and suffering.