- Explores why organizations are unable to sincerely say sorry yet they apologize for trivial transgressions
- Reveals the spectrum of apologies demanded and given, including the 'fauxpology' and the 'nonpology'
- Explains the psychological reasons why people quickly demand apologies and why business are so quick to give them
- Illustrates why stage managed apologies harm businesses and their clients
- Identifies how to turn a crisis into a proper apology by delivering an honest sorry that delights customers and wins new fans.