When Systems Fail, Add a Zero: Respond Boldly, Not Cautiously, to Mistakes and Crises

A devastating crisis struck when a host’s house was trashed by a guest, and the company’s first response—from its leaders and advisers—was cautious, measured, and, if honest, apologetically bland. The standard approach was to do just enough: apologize, investigate, and move on. But the problem grew as news spread, trust eroded, and fear among users set in. Finally, in a moment of clarity, the CEO rejected consensus thinking and decided to 'add a zero' to the response: raising compensation offers tenfold, launching a 24/7 hotline, and publishing a vulnerable, public apology with personal contact information attached.

People noticed the magnitude of this shift. The founder’s willingness to go far beyond what was required—even as others urged restraint—tilted the narrative from skepticism to trust. Psychologically, this boldness signals to the community that mistakes aren’t just tolerated, they’re catalysts for learning and loyalty. Organizations that upgrade their crisis response dramatically (rather than minimally) not only repair damage but also strengthen their reputation and relationships for the long-term.

The next time you’re tempted to do the bare minimum to fix a mistake, pause and brainstorm what it would look like to add a zero: could you offer more support, time, transparency, or generosity? Clearly explain why you’re taking this bigger step and watch closely for shifts in the mood and in people’s perception of your reliability. Overdo it, just once, and track if the results open doors (and minds) you didn’t expect.