Human + Fallible = Love; Corporate + Sterile = Refund

Jason Cohen argues that people forgive sincere human error from companies but grow adversarial toward sterile, corporate customer relationships, and that startups are especially well placed to exploit this. He says the new expectation is not that providers never fail, but that they care, try hard, and treat customers well when they inevitably fail. Cohen recommends that companies show their humanity consistently through communication, explain what steps they have taken after mistakes, and avoid insincere, legally vetted apologies. He also suggests discovering a distinct voice by criticizing others, deciding what you are not, and copying something you love.