In today's unforgiving business climate, there are really only two options CEOs should say when they make a mistake or suffer a setback of their own making. Plan A is to hunker down and hope that no one notices, disclose nothing, admit less, be stingy with facts and, when pinned down, delay and blame forces beyond your control. Plan B is to recognize that business is now conducted in a hyperconnected world where transparency rules and accountability is assigned regardless of how a CEO ducks and weaves. Plan B means acknowledging the facts, accepting responsibility and offering not just an apology, but an effective one. For most of business history, Plan A has been the default position that CEOs took when something went wrong. It's time to give Plan B a try. Apology is an indicator of confidence and strong people skills focused on repairing strained relationships. CEOs who display compromise and reconciliation traits tend to advance in ally organization.