Leadership should soar
On Monday the CEO of Boeing, Dennis Muilenburg, faced a difficult AGM followed by more difficult media questioning on the Boeing 737 Max and the internal processes that were behind the development of the flight control system that appears to have caused the deaths of 346 people. Nobody can dispute that he has a difficult time of it right now but his approach on Monday was far less than the flying public expects and Boeing needs.
No doubt he is hampered by a requirement, placed upon on him by legal counsel, to avoid saying anything which suggests guilt or blame - that will always be a powerful argument within a corporate body and yet it is rarely the right one in the longer term.
He was exasperated by questions, when he should have exhausted the media with his ability to answer for as long as it took and he was evasive when it came to his own responsibility and future.
Failing to “own the problem” is inexcusable and absolutely counterproductive. Facing up to failure (and these two fatal accidents were horrific failures) would reinforce his leadership, not undermine it - it makes it clear to everyone that this is the right person to lead the company through the crisis.
Establishing (in this case reestablishing) credibility is key not just to for the Boeing 737 Max but also for Boeing’s wider existence. That comes through upfront candor, an absolute commitment to transparency and honesty and to admit liability when the evidence reaches the point where other factors can be dismissed as not integral.
In the eyes of the non-technical flyer that point has long since passed.
All of this has been compounded by the 737 Max airline operators and global aviation authorities moving faster to ground the fleet than either Boeing or it’s home authority the FAA. That used up precious goodwill in the early days after the second crash.
Boeing seem to have recognized that Muilenburg needs shoring up with the appointment of Michael Luttig (he’s been Boeing’s general consul since 2006) to the new position of ‘counsellor and senior advisor’ to Muilenburg. Charged with helping restore trust amongst customers, passengers and regulators. It has happened not a moment too soon.
About the Author
The author is a brand consultant and founder of Mission Critical, a high focused and curated weekly briefing for time poor and information hungry decision makers. He flies a lot.
