This assumes that they are merely incompetent. I see no evidence of that.And by "owning their mistakes", it needs to be along the lines of an actual confession, not more fluffer from Chief of Flufferization Ellie. Here, I'll even type it up so they can copy and paste for their own use:
"To everyone who knows of our company, and to all past, current, or prospective clients. My wife Ellie and I do not know how to properly run a business, balance books, create and work from a budget, or properly plan and execute product lines, and WE PERSONALLY have made many, many mistakes which have resulted in years of backlog. Also, we asked for payment up front, which we did not correctly manage, and misspent a lot of the money. I, Guy Dbag, and Ellie Dbag PERSONALLY and sincerely apologize. To clarify, the "We" in this statement refers to only myself, Guy Dbag, and my wife, Ellie Dbag. These issues are not the fault of ANY of our past, present, or prospective future employees, vendors, or professional partners. All blame lies squarely on myself, and my wife.
Instead of empty platitudes about "turning things around" and fluff language about "streamlining processes" or "implementing new work methodologies" or any other lingo that means absolutely nothing concrete, I will tell you what specifically we have done to get ourselves straightened out. Up until the moment I sat down to write this, my employees and I have worked million hour days to get every single order we have ever had up to this moment filled, and shipped. At this point, we have zeroed our books out, and delivered every single knife that we have been paid for. No one should be without a knife at this point, if you did not receive your knife or knives, please contact me immediately so we can get you that knife, or an immediate refund, whichever you prefer. There will be NO "restocking fee", as I now understand it's essentially fraudulent to charge a restocking fee on something that was never created, something for which, again I, Guy Dbag personally apologize.
From this moment forward, we will ask for a 15% deposit on all new orders, and will operate with transparency. We will complete entire runs of knives before we start building so much as a prototype of a different or new model, ensuring that we won't have customers who are waiting for old or current products, watching as we turn our hands instead to new products instead of building what they paid for. We now understand there are only 24 hours in a day, and we cannot be in multiple places at once, nor can we build multiple models at once. We have other steps in our manufacturing and making processes to iron out, which I, Guy Dbag will personally implement and oversee, and I will reach out with another newsletter defining in detail exactly what those are once they are finalized."
I could go on, but I think everyone gets the point. If Guy and Ellie actually released a statement along these exact lines, and I do mean exactly, they just might get somewhere. Ellie needs to can the use of the royal "We" in all her emails, and hey, I know why they do it, because she thinks it makes them sound like a big, professional business concern that's a relevant, valid, solid, dependable, corporate entity instead of what they actually are: a husband and wife team with like, three employees who are years behind on orders of an extremely simple product to make, not friggin' Benchmade or Busse. Jerry has always made it clear in all his communication with fans and customers that HE, JERRY BUSSE is at the helm.
Apologize. Can the royal "We" BS, make people whole, change your whole business model, and then shut up, and do the job. Simple as that.