The two words that Schraeder believes a leader should never say in a crisis are: “problem” and “screw-up” or even worse variants.
By couching adversity in positive, collective terms – “the implicit message from management on down should always be: we're smart; we can figure this out; we’ve got this. This is what we do,” with an emphasis on “we” – Schraeder believes that a company can “take on challenges and, in the end, we triumph – together”.
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