Managing critical issues

We've talked before about problem-solving (see for example this post here), but what do you do when everything comes unglued at once—when a problem hits the fan, and suddenly you are fielding calls from reporters and attorneys when you haven't even gotten all the facts yet? Yes, you need a robust problem-solving protocol, but at the same time you need so much more than that! You need to manage the news cycle, because a careless or unguarded comment can turn public opinion implacably against you or ruin your chances in court, even though you haven't finished your investigation yet so you really don't know what happened!  

A few weeks ago, I attended a very thorough presentation on exactly this topic. The speakers were Shubhada Sahasrabudhe and Shalabh Tandon of QuRIuS Consulting LLC, the talk was sponsored by the ASQ Phoenix Section (704), and you can find a link to the YouTube video at the bottom of this post. The overall message is based on their recent book, Don't Panic, Pivot: Managing Critical Issues to Prevent Crises, and it is well worth your time and attention.

The authors start by explaining that a critical issue is not the same as a crisis, though it may cause a crisis if it is not addressed in a timely way. Major disasters can be caused by a succession of seemingly-trivial errors that were ignored, rather than set right; and the authors look at specific examples in some detail, including the Deepwater Horizon explosion, and the collapse of the Francis Scott Key Bridge. In each case, there were small signs in advance that something wasn't quite right. Based on this insight, they define a critical issue as follows: 

• An issue is any unresolved event that disrupts or hampers the normal operation, and that fails to meet the published or agreed-upon specifications.
• An issue is critical if it has time-sensitive impact (financial, safety, functional, etc.).
• And if not addressed urgently, a critical issue can become a crisis.  

Why does it matter? Well of course nobody wants to cause a catastrophic oil spill, or to destroy a major bridge. But the authors are careful to point out that the consequences of such a crisis affect multiple dimensions. Even if you momentarily set aside humanitarian concerns to take a cold-blooded look at the organization's own interests, a disaster hurts the organization in at least three areas: it damages operational efficiency, it can be ruinously expensive, and it soils the brand. (Regarding this last point, I have friends who check their travel plans to make sure they are not flying on Boeing planes, ever since the door blew out of Alaska Airlines 1282.*) So it is clearly in the organization's interest—even its narrowest self-interest—to watch for critical issues and correct them.

How do you do it? The authors sketch a method that looks, in broad outline, a lot like the protocol for handling an 8D. But there are a couple of critical additions.** 

1. Right at the beginning, in D2 (State the problem), evaluate whether this issue is critical. Make sure you understand the severity of the consequences, in case the issue blows up.
2. Then, during the impact assessment (typically also part of D2), make sure you address all relevant impacts: to operations, to finances, to stakeholders, and to your brand.
3. During D3 (Contain the problem), it is not enough to prevent the problem from spreading. You also have to contain the brand damage by making whatever public statements are necessary and appropriate, consistent with what you know at this point. Never speculate in public! Stick to the known facts, and promise you will come back with the full story when you have it. 
4. As you proceed through D4 (Find the root cause) and D5 (Define corrective action), validate your corrections before implementing them. Make sure that they address all affected stakeholders, and that they do not inadvertently cause further harm!

Perhaps the biggest change is that the authors break out Communication as a separate step between D6 (Implement corrective actions) and D7 (Assess risks and learn lessons). This addition confirms the point that harm to the brand can be as damaging as harm to customers or other stakeholders. And the authors give clear advice for all communication: make it timely, make it clear and unambiguous, and make it consistent. All of these points are important, but it is easy to overlook the last one. Or rather, it's easy, but don't overlook it! If you say one thing today and then backtrack tomorrow, people will think you are hiding something and assume the worst.

Finally, the authors break D7 (Assess risks and learn lessons) into two parts, because there is so much important work that has to be done there. On the one hand, they insist on the critical importance of a detailed After Action Review. But then you also have to implement Preventive Measures so that the problem can never, ever happen again. Both steps are important, so they list them separately to make sure neither gets shortchanged.

After all this, there's still a lot in their presentation that I haven't even touched. A single blogpost can do only so much. But check out the YouTube video below; if that inspires you, check out their book. There's a lot of detail here, and a lot of process to follow. But if you ever have to deal with a "critical issue"—even once!—you will be grateful to have a defined process that helps you keep your head amid the tumult. And of course implementing a system will be cheaper than trying to wing it, possibly by orders of magnitude. It's good to be prepared, and these authors can help prepare you.  

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* See also this post and the ones following.

** When I worked for Bosch, we had a similar procedure for similar circumstances. But this one is published, and to my knowledge the Bosch procedure has not been published yet. So I am happy to discuss this procedure.