From the jaws of defeat: How to restore credibility in leadership

They were just five small words, but they resounded around the world - and nearly crippled one of the world’s biggest companies.

The Deepwater Horizon catastrophe was the biggest marine oil spill in history, devastating the Gulf of Mexico and resulting in the death of 11 workers. In an unguarded moment, BP’s CEO Tony Hayward commented on the company’s clean-up efforts with the infamous words: “I’d like my life back.”

Hayward’s crass response didn’t cause the fateful blowout, but for most observers it summarised the deep failures within BP’s leadership team that led to a disaster which left the company’s reputation as tarnished as Louisiana’s oil-soaked beaches.

History is littered with examples of businesses that have folded following a major reputational crisis; yet there are many organisations that have survived major scandals and recovered or even enhanced their reputation thanks to their effective response.