Buzz phrases like “we take full responsibility for our mistakes” are emotionally intelligent phrases which warm the heart and bring new faith toward the speaker.
In the Wall Street Journal, Steve Jobs was defending the new iPhones antenna issues with big quoted statements like “we care about every user and are not going to stop until every one is happy”.
To strive to obtain 100% happy customers and employees a CEO must learn emotional intelligence because every word makes either a positive or negative difference. This means knowing what to say and when…and it also means learning how to convey sincerity in the way you convey your caring.