A few days ago, a Delta Airlines plane skidded off the runway in snowy conditions. Thankfully, there were no fatalities, and only a few injuries were reported. In response, Delta took an unexpected step: the airline offered each passenger $30,000—no strings attached. The company made it clear that accepting the money wouldn’t affect anyone’s legal rights, leaving passengers free to pursue additional claims if they chose.
Delta wasn’t legally required to make these payments, nor was the airline found to be negligent. But they stepped up anyway, offering what felt like an olive branch to those affected.
When Companies Do the Right Thing—Even When They Don’t Have To
This is a powerful example of how companies can “do good” simply by doing good. Delta’s gesture wasn’t an admission of guilt; it was an acknowledgment of the experience these passengers went through. It was a proactive, human-centered response—something that, frankly, more companies should take notes on.
But as with all things, not everyone saw it that way.
Some passengers and commentators felt the payment wasn’t enough. Others were skeptical, assuming Delta must have had an ulterior motive. Some didn’t fully understand the offer, questioning whether taking the money would limit their legal options (it doesn’t).
And therein lies an important lesson for entrepreneurs and business owners: you can’t please everyone.
The Reality of Business: Even Good Gestures Get Scrutinized
Delta’s response was swift, generous, and optional. Yet, even with this goodwill gesture, the response was mixed. Some saw it as a company taking responsibility and showing care for its customers. Others saw it as corporate damage control.
This dynamic plays out in business all the time. You can do the right thing, and some people will still question your motives. You can offer value, and some will say it’s not enough. You can go above and beyond, and there will still be those who find fault.
Does that mean you shouldn’t try? Of course not.
The Lesson for Entrepreneurs: Do Right by Your Customers, Always
If you’re an entrepreneur, you’ll face moments where you have to decide how to respond when something goes wrong—whether it’s your fault or not. And here’s what Delta’s move reminds us:
- A great business isn’t just about avoiding mistakes; it’s about handling them well.
- Being proactive builds trust, even when some people don’t see it that way.
- Not everyone will appreciate your efforts, but that doesn’t mean they aren’t worth making.
At the end of the day, your goal should always be to do right by your customers—not because you have to, but because it’s the right thing to do. Some will appreciate it, some will question it, and some won’t notice at all. But over time, these moments build your brand’s reputation and show the world what kind of business you truly are.
Delta didn’t have to offer a dime. But they did. And whether or not everyone sees it as enough, the message is clear: sometimes, doing good is just about doing good.
