July 19, 2018

ELECTION 2015: When a Public Mistake Requires an Old Fashioned Apology By Magnus Onyibe

ELECTION 2015: When a Public Mistake Requires an Old Fashioned Apology By Magnus Onyibe

The title of this article is adapted from a piece by Ron Ashkenas, managing partner of Schaffer Consulting and co- author of The GE Work-Out and The Boundaryless Organization which was published in Harvard Business Report, HBR that l received 8/1/2015.  Some salient points in the article struck a chord in me as l was ruminating over the imminent February 14th presidential elections in Nigeria which is now a two horse race between the incumbent, Goodluck Ebele Jonathan, GEJ and former military head of state, General Muhammadu Buhari, GMB.

To match Interview NIGERIA-BUHARI/
As an active subscriber and an avid reader of Harvard Business Review, HBR publications, Cambridge university, London School of Economics, LSE and Fletcher School of Law and Diplomacy (my alma mater) bulletin as well as other intellectual journals, my commentary on issues and events in Nigeria is usually not drawn only from local dynamics but equally considered from the prism of global experiences which l try to bring to bear in my analysis.
It is based on the foregoing that the HBR article ‘When a Public Mistake Requires an Old Fashioned Apology’ is very poignant and relevant to our current situation in Nigeria as it discusses public mistakes by leaders and how they can control the damage to regain respect.

Incidentally, both Jonathan and Buhari have had the rare opportunity of ruling Nigeria at different times-Buhari as military head of state some thirty years ago and Jonathan as the siting democratic president. In the course of leading Nigeria, both men must have made mistakes which are obviously haunting them especially in this period of campaign for election as president.
Without equivocation, the issues being thrown up by both campaign teams are a sort of referendum on both the incumbent and challenger’s time in the exalted office of the president and commander-in-Chief of the Federal Republic of Nigeria.
Do Nigerians require apologies from the two contenders for their past mistakes in governance before they can seek for and probably receive our mandate to lead us again? Before going into the dialectics, l would like to, first of all, crave your indulgence to consider the interesting perspective from  the business world in the HBR article by Ron Ashkenas as reproduced below: “Everyone makes mistakes. We make bad decisions and insensitive statements, we speak before we think, and we let our emotions get the best of us. But since we hold very senior executives to a higher standard, when they mess up, it often becomes a public spectacle .
Consider the case of AOL CEO Tim Armstrong. On August 9,2013- a time of disappointing quarterly results -he held an all-hands conference call with 1000 Patch (AOL’s hyper-local news division) employees. During the meeting, which was called to announce layoffs and site closings, Armstrong publicly fired Patch’s creative director for apparently recording the meeting. This “brutal” firing created a firestorm of negative publicity both for AOL and for Armstrong. Several days later, Armstrong issued an apology to all AOL employees, in which he admitted that he had ” acted too quickly…(and) learned a tremendous lesson…”
Six months later, Armstrong was forced to apologise for another incident. In announcing his plans to delay retirement contributions, he mentioned the high cost of health care benefits and cited two individual cases in which the company paid $1 million dollars to care for ” distressed babies.” Not only were his remarks callous , they also violated the privacy of the employees involved. After another round of disastrous publicity, Armstrong again issued a statement saying ” l made a mistake and l apologise for my comments.” He also reversed his decision to delay retirement contributions ( notice the similarities to president Jonathan’s reversal of his initial removal of petroleum pump price after a public outcry)
Of course Armstrong is not the first, last, or only senior executive who has made troublesome public remarks. Tony Hayward, the former CEO of British Petroleum, famously complained that he “wanted his life back” in the midst of the 2010 oil spill. (He later apologised to the families of the workers who had died in the tragedy, as well as the thousands of people whose lives were totally disrupted.)

Former Harvard President and Treasury Secretary, Lawrence Summers had to apologise in 2005 for his contention that “innate differences” between men and women accounted for the under-representation of women in the sciences.

Senior advertising executive Justine Sacco was fired for posting an insensitive and racist tweet about AIDS in Africa. And more recently, Microsoft CEO Satya Nadella apologised for suggesting that women should not speak up about pay inequities.
The question then becomes how to recover from one of these moments.
A written and public apology is a good first step, particularly if you’ve offended thousands of people. The next step is to proactively seek out the few people who have been most affected and talk to them privately. Public apologies are impersonal. People who have been hurt need something more human. They want a genuine and direct apology.
The third step in the recovery process is to find out whether the poor behaviour was a one time slip, or part of a recurring pattern. Occasional mistakes can be forgiven, but if the same behaviour occurs a number of times, an apology will ring hollow. (Buhari’s retroactive Decree No. 20 that resulted in the judicial murder of three alleged drug dealers and Decree  No. 4 which led to the jailing of journalists for writing the truth plus kidnapping, drugging and putting into a crate of Umaru Dikko for illegal deportation to Nigeria qualify as reoccurrence of same behaviour)
The real key to moving forward is to accept that you’re not perfect, and that future mistakes are probably inevitable.

Without this mind-set, executives can easily convince themselves that they were actually ” misunderstood” or there was poor communication -that it wasn’t really their fault. But without taking true accountability, executives won’t learn from their mistakes, and the next public gaffe isn’t far away. When executives do admit their flaws, they are better able to fix their mistakes and reclaim respect.”
As the author posited, human beings crave apologies which is a humbling way of earning the sympathy of people. Accountability is also a critical factor for apologies to be effective.
Most Public mistakes are not confined to the business world which the author focused on but even required more in the political space. In fact taking the further step of weeping publicly for their perceived ‘sins’ have proven to be more efficacious. Take for instance the case of senator Hilary Clinton, the wife of former US president Bill Clinton who stood stoically by her husband during the Monica Lewinsky sex scandal that rocked Clinton’s presidency and looked like it had the potential of having similar catastrophic consequences as the June 17, 1972 break- in at the DNC headquarters at Watergate, Washington DC, famously referred to as the Watergate scandal  which led to the resignation of president Richard Nixon in 1974.
Mrs. Clinton’s apparent detachment from the  indignation expressed by American women towards her husband’s apparent philandering made her look inhuman and haunted her when she was contesting against president Barack Obama for the ‘primaries’ in the race for the Democratic Party ticket.

Realising that the American female voters were not queuing up behind her as she expected, she broke down and cried during one of her campaign stops and that emotional vulnerability turned the tide. Women switched their support to her but it was too late as the ‘Obama for president’ train, as it were had already left the station.

Coming back home to Africa , it may be recalled that the late Nelson Mandela, former president of South Africa, 1994-1999 instituted the Truth and Reconciliation committee which afforded ex-presidents and apartheid Apostles like Iain Smith, Fredrick De Clerk  and a host of other race  supremacists opportunities to apologise to their black victims thereby bringing to a close the evil ordeal for people like bishop Desmond Tutu, who wept profusely during one of such occasions .

In Nigeria , how can we not remember how the tears of late Sam Mbakwe, the then governor of Imo state (1979-1983) who openly wept during the Ndiegoro flood disaster in Aba generated sympathy  for him and his people and earned  him the sobriquet “weeping” governor.
A recent reminder is Obong Victor Bassey Attah, the immediate past governor of Akwa Ibom state, 1999-2007, who broke down in tears during agitation for resource control and the  Supreme Court judgement on the onshore-offshore oil dichotomy is a more recent reminder.
While not advocating that Jonathan or Buhari should break down in tears during campaigns , in my view , such show of empathy and penitence  would help if they so wish because they owe Nigerians a huge debt of apology for the following mistakes:
GEJ for attempting to remove fuel subsidy and thus increase fuel pump price by 100% with the potentials for exacerbating poverty in the country and for waiting till the visit of child rights advocate, Malala Yusufzai before inviting parents of the kidnapped Chibok girls to Abuja to commiserate with them amongst others.

GMB on his part has to apologize for the judicial murder of the three Nigerian youths accused of drug trafficking  who were sentenced to death under Decree No. 20; a law that was enacted after the alleged offense was committed which was retroactive justice; the jailing of the Guardian newspaper journalists , Tunde Thompson and Nduka lrabor for reporting the truth under Decree No. 4 which was a retroactive law similar to Decree No. 20 enacted in his bid to muzzle the press as well as the barbaric kidnapping, drugging and crating in the UK of ex-Transport  minister, Umaru Dikko in 1984,in an attempt to forcefully and illegally bring  Dikko back to Nigeria to answer corruption charges under GMB’s watch.
For sure, my list of public mistakes requiring apologies from the two contenders for Nigeria’s presidency in 2015 maybe not be exhaustive but it remains to be seen if any of the two presidential hopefuls think Nigerians deserve such nicety?
Happily, President Jonathan has in the run up to the general elections reduced fuel pump price by N10 and has also visited Maiduguri to boost the morale of the soldiers battling Boko Haram in the frontline and offer the needed healing balm to soothe the pains of the grieving parents of kidnapped chibok girls. Although these apologetic measures from Jonathan  are coming a bit late, they are nonetheless useful palliatives.

So far, Buhari is reportedly unapologetic as he might be assuming he did no wrong.
Nevertheless, whether Jonathan or Buhari chooses the path of honour byapologizing to long suffering Nigerians for their past mistakes, the fact remains that with the murk so far raked up in the on-going campaign, leaders will, going forward, think twice before formulating policies or making decisions that would hurt rather than help their fellow compatriots.

Those, to me, are the lessons and benefits derivable from  Election 2015.

Magnus Onyibe , a development strategist and futurologist sent this piece from lagos

The views expressed in the article are strictly those of the author.

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