Relationship Repair Timing
Corporate crises follow identical dynamics with a critical 24-hour window.
The 12-hour difference between J&J's 24-hour response and United's 36-hour delay = $1.4 billion in value.
Primate reconciliation timing is critical. Conflicts create stress hormones (cortisol) in both aggressor and victim. If reconciliation occurs within minutes, stress dissipates and relationship restores. If reconciliation delays hours, stress hormones remain elevated, individuals avoid each other, and the relationship damage becomes entrenched.
Timing creates path dependence: early reconciliation → stress reduction → cooperation restoration. Delayed reconciliation → prolonged stress → avoidance behavior → relationship decay.
Business Application of Relationship Repair Timing
Corporate crises follow identical dynamics with a critical 24-hour window. In hours 0-24, public attention spikes, media coverage intensifies, and stakeholders form initial opinions - early response shapes narrative. By 24-48 hours, the story peaks and negative narrative solidifies. After 48+ hours, news cycle moves on but opinions formed in first 48 hours persist. Late responses appear reactive rather than genuine. The 12-hour difference between J&J's response and United's cost $1.4 billion in value.