It is during such times one sees the chinks in his armour. Mistakes can no longer be swept under the carpet. It provides for a difficult moment of self reflection and a real opportunity to ruthlessly investigate the purpose of one’s existence. It helps a company differentiate itself and recognize its loyal customers. It answers many questions one might never ask. What makes us tick? Why people come to us in the first place? Which people and brands are worth keeping? You get the drift. It is an ultimate face-off with truth. What more can one expect.