Here you're making an apology, there are three questions that you want to be able to answer. The first is, do we tell the truth? People want the company to tell the truth for two reasons. One is it gives them confidence that they know what went wrong. And so that means that they will presumably know what to fix. The other is that they want the company to be a truth-telling company so it can uncover the truth. The second is, on whose behalf are we acting? Is it clear that people understand that we understand that. And the third is, how do our actions benefit those people who trust us? So what is it that we're going to do in the future that's actually going to make people believe that we're going to fix the problem we created? And this is where all those facts matter, because if you've laid that out pretty clearly, then there is in fact a path to describe what it is that you're going to do. And so that action planning part is part of the apology, too, because that gives you confidence that the company actually knows how to get from the current state to the future state, where this kind of thing is not going to happen.