Victory has a thousand fathers, but defeat is an orphan. A quite often attributed to President John Kennedy (from him televised account of the Bay of Pigs invasion).

I’ve used it here as this very public and humble apology by JFK caused his numbers to soar, confidence was restored, and for the first time this young president was seen even by his doubters as presidential. Scholars and historians (and conspiracy theorist) can (and will) continue to argue about his merit as a president for decades more to come, he will always be remember for what he might have archived; but his very public and sincere apology to the American people ( and the free) world can not be denied. Perhaps it was his finest moment in office.

You’d think over fifty years later we would have all realised the benefits that can be achieved by the simple act of acknowledging or short falling. An apology frees us from the our mistake and allows us to correct our course enabling us to regain the faith of the people we’ve wronged.

What a shame that in this litigious age an apology is seen as an acceptance of fault, as such companies will do all they can to avoid apologising. In short of an apology and with a need to keep their public persona in good tact these companies must shout about their wins, whilst keeping their faults hidden. Which brings us on to GreenSquareAccord.