Has it ever occur to you that Google could be wrong? More specifically, the top 5 search results returned all contain false information? Or that an article on Wikipedia is not 100% accurate? It’s improbable, but certainly possible, right?
Would you continue to use Google and Wikipedia to find answers if that happens? Of course you would.
When a brand has done enough right, 100, 1,000, 10,000, whatever that number may be, it will eventually reach a point where its customers (or fans) become forgiving of their wrongs. The problem, though, is that before that number is reached and trust is established, any wrong could very well cost you that customer, forever.
We are all bound to make mistakes, that’s a given. Our goal shouldn’t be to avoid mistakes and take less risks. Instead, it should be a race to that magic number so that our customers will forgive us of our mistakes.
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