Lawyer and ethicist, Jonathan Marks, explores what institutions so often get wrong in a crisis. Using Boeing as a recent case study, he tells organizations to throw away what he calls "the Crisis Playbook"—a set of tactics designed to rebuild trust. He urges them instead to focus on the more difficult work of becoming truly worthy of our trust. As Marks says: "Trust is what gets us on an airplane. Trustworthiness is what keeps that plane in the air!"

Jonathan Marks is a Scotsman, who trained as a human rights lawyer in England, and now teaches at the Pennsylvania State University, where he is director of the Bioethics Program. He writes and lectures on ethics, law, and policy. His last TEDxPSU talk, “In Praise of Conflict,” was picked up by TED.com and received more than one million views in its first few weeks — not bad for a human but somewhat less impressive in the world of cat videos! That talk also became the framework for his book, “The Perils of Partnership: Industry Influence, Institutional Integrity, and Public Health,” published by Oxford University Press in 2019, and shortlisted for the Book Award of the North American Society for Social and Political Philosophy.

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx