Yet, unfortunately, we rarely see leaders (CEOs, senior management, etc.) sincerely apologize to the public, employees, customers, or business partners when they make mistakes. This is true even when their organizations – intentionally or not – do something that warrants an apology.

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Far more often, instead of a sincere apology, we see cover-ups and "ostrich games" in the hope that the issue will blow over. This causes double damage because it's not just the fact of the apology that matters but also the timing (when it is given) and the manner (which indicates sincerity). Communication is key.

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But it seems that the prevailing culture and perception in our region still view a public apology as a sign of weakness and defeat rather than a virtue. As a result, many opportunities are sadly lost, along with the potential to enhance reputation, build positive connections with customers or business partners, and ultimately, gain employees' trust in the organization.

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The latest example from our neighboring region is the world-renowned electric car manufacturer Rimac, which (knowingly) misled the public during the unveiling of its new concept of so-called robotaxis. You can read more about this in Forbes Slovenia’s article and form your own opinion.

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From the report, it appears that the company representatives have not apologized even after more than a week (although in this case, they undoubtedly did not meet the expectations of many stakeholders, including investors); they merely acknowledged the mistake.

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Was an apology warranted, and if so, when? If not, why not? It would be interesting to hear your opinion.