I don’t care what calculated advice your PR company gives you, this is how you start correcting a mistake if you run a consumer business, or any business for that matter. It’s called a sincere apology and it’s been helping men stay out of the dog house since the dawn of time. Watch as JetBlue CEO David Neeleman publicly apologizes on YouTube to his customers. He takes full responsibility after leaving numerous passengers stranded on a frozen tarmac for 10.5 hours at JFK. Admirable.