Eiger IV: Wow, what a turnaround – in a good way

CEOs are like the rest of us. They make mistakes.

But because of their elevated position and their egos many times its easier for them to bluster and get defensive over these mistakes. And it takes a really big man to admit theirs and ask for an apology.

After the Eiger letter berating Youtubers reviewing its products went viral, the brand came under a groundswell of criticism.

The CEO , Ronny Lukito, then issued a non-apology, failing to take responsibility for the incident, to be genuinely contrite and to explain why something like that would not happen again.

His critics weren’t assuaged and many were further inflamed. Unspun wrote about that and said that he failed to adhere to the 3Rs of crisis communications, which are Regret, Reason and Remedy and that he should seek professional help in his communications.

He must have, as today he issued a YouTube video and a statement apologizing to the affected YouTubers and taking full responsibility for the incident.

He explained that it was his idea to issue the offending letter. His PR, Marketing and legal teams tried to talk him out of it but because of arrogance he overruled them.

He has since realized his mistake and this incident has been a humbling and educational lesson for him. He has since appointed professionals to help him come up with better policies and improve their communications.

The result: if the comments on his YouTube posting are any indication, Netizens have forgiven him and appreciated his honesty and humility.

This is a good lesson for other CEOs on what to do during a crisis for their brand. I’m sure that Eiger will go from strength to strength from here if Mr Lukito maintains such an growth mindset.

I always loved their products. Now I love them more.

Eiger III: the Legal Eagle’s wings are clipped, but has the root cause been addressed?

Note: I got the information about the sacking from an online news portal in Indonesia. Have been told that the twitter account of Hendra Lim is actually a fake.

So apologies all. Disregard this post but rather than me deleting it I think it best to clarify it here and leave the rest as is so that others might be able to know that it’s fake as well. Hendra Lim apparently still works at Eiger.

Eiger has sacked the legal manager whose insulting letters to YouTube reviews of its products has put them under an uncomfortable spotlight, (see here)

The sacking is confirmed by the Leggal manager himself in his own twitter account

Hendra, however, seems unable to stop shooting himself on the foot, lamenting in a twit that politics between businesses, artistes and YouTubers and virtually the whole world is conspiring to keep The People poor and heap blame on them.

He’s young and perhaps will recover from this but any prospective employer looking at his social media feeds (and we employers do check, or have people point it out) would do a triple take before taking a chance on him in the future.

Be that as it may, he is now out of Eiger’s hair. Does his departure, however, mean that Eiger’s problems are over?

It depends. If the management there has owned the problem then they’d be ok moving forward.

As I said in the last posting, if they had learned from this incident they’d recognize it is as much management’s as the legal manager’s failure that triggered this incident.

If they realize this then they’d take communications and reputation protection seriously and hire professional communicators to to a communications job.

If they haven’t then they will remain a crisis waiting to happen. Time will tell, WFH audiences await the next installment.