Jason’s latest Inc. Magazine column: “People don’t judge you on the basis of your mistakes — they judge you on the manner in which you own up to them. In my experience, most companies do a terrible job of taking blame. They lob press releases. Or they apologize for the inconvenience. Resist that temptation and say you’re sorry like you’re apologizing to a friend. Be good — and your customers will be good right back to you.” Jason’s other columns at Inc.