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There are classic case studies of crises that are handled well, like the Tylenol poisoning crisis of 1982, and crises that were handled poorly like the Exxon Valdez oil spill of 1989. There are two pertinent quotations that exemplify leadership in crisis management: “In calm water every ship has a good captain” and “Trust is at the heart of leadership.”
There is no better place to learn about trust than during a crisis. Both Tony Hayward, the embattled CEO of British Petroleum and Michael McCain, CEO of Maple Leaf foods had to face the worst news any Chief Executive Officer had to face. BP caused North America’s worst ecological and environment disaster as a result of the sinking of the Deep Water Horizon in the Gulf of Mexico. In Canada, twenty people died and countless others were horribly sick due to Listeria that was found in three of Maple Leaf Food products that originated from its Toronto meat plant.
The examples that were set by these two men, both what they said, how they said it, and how well or not well they said it resonated with their respective audiences, shareholders and constituents were as different as night and day. Tony Hayward was cold, aloof and pre-occupied. Perhaps his worst statement was that he wanted to get his life back which was in stark contrast with the people who live and work in the Gulf who may never get their lives back. Among the statements that Hayward made are:
Almost nothing has escaped.
I think the environment of this disaster is likely to have been very, very modest.
The amount of volume of oil and dispersant we are putting into [the Gulf of Mexico] is tiny in relation to the total water volume.
The oil spill is on the surface. There aren’t any plumes.
What the hell did we do to deserve this?
There’s no one who wants this over more than I do. I’d like my life back.
Yeah, of course I am (when asked if he sleeps at night)
There is a saying that if something happens once it could be an accident. If it happens twice it could be a pattern, and if it happens three times, it most assuredly is a pattern. In all of the above quotes there is a marked minimization of the problems associated with the oil spill. There is proof that BP took shortcuts and was ill prepared. The Centres of Disease Control states that 90% of accidents are predictable and preventable. BP took unacceptable risks. The fact that Hayward has almost no sense of presence, understanding and conveyed no sense of caring or empathy for the environment and the people’s who lives and livelihoods have been decimated ─ just added insult to injury. You can see the ad that PB made by typing in “A Message by Tony Hayward” and “I’d Like My Life Back” into the YouTube search box.
In stark contrast, Michael McCain became the embodiment of the pain that befell the victims, his company, his employees that McCain was imminently believable. You can see his apology by going to YouTube and Typing in “Maple Leaf Apology”.
When Listeria was discovered in the product, we launched immediate recalls to get it off the shelf, then we shut the plant down.
To Canadians who are ill and to the families who have lost loved ones, I offer my deepest sympathies. Words can not begin to express our sadness for your pain.
This week our best efforts failed and we are deeply sorry.
I commit to you that our actions are guided by putting your interests first.
There is a formula that says that Trust = (Authenticity/Credibility/Presence + Reliability/ Dependability + Professionalism) divided by Self Interest where self interest is defined in the negative sense of self interest such as pre-occupation with self and/or personal interests vs. interest in the welfare of others.
You can hear confidence, sincerity, caring and compassion in Michael McCain’s voice but not in Tony Hayward’s voice. It is because of these factors and how they contribute or take away from trust that explains why Michael McCain is still president and CEO of Maple Leaf Foods and why Tony Hayward, who became the most hated man in America, was removed. I invite you to watch these segments on YouTube that embody trust and its absence. The distinction becomes even more clear when you listen to each man’s speaking with your eye’s closed.
