> In the hours that followed, RSA’s executives debated how to go public. One person in legal suggested they didn’t actually need to tell their customers, Sam Curry remembers. Coviello slammed a fist on the table: They would not only admit to the breach, he insisted, but get on the phone with every single customer to discuss how those companies could protect themselves. Joe Tucci, the CEO of parent company EMC, quickly suggested they bite the bullet and replace all 40 million-plus SecurID tokens. But RSA didn’t have nearly that many tokens available—in fact, the breach would force it to shut down manufacturing. For weeks after the hack, the company would only be able to restart production in a diminished capacity.

> As the recovery effort got under way, one executive suggested they call it Project Phoenix. Coviello immediately nixed the name. “Bullshit,” he remembers saying. “We're not rising from the ashes. We're going to call this project Apollo 13. We're going to land the ship without injury.”

This is the sort of response that would increase my trust to choose this company in the future. This is not easy. Our human instincts naturally kick in to minimize our faults and protect ourselves. Choosing to put the customer first at risk of your own reputation is hard, but the right choice, even for your reputation in the end.