Though he never actually said the word "sorry," Johnson & Johnson CEO James Burke's management of the Tylenol poisoning tragedy in 1982, which killed seven people, remains the gold standard in corporate crisis management. When it was discovered that the seven deaths were the result of Tylenol that had been tampered with, Johnson & Johnson issued urgent statements warning people not to consume Tylenol products, and production and advertising were immediately halted. At an estimated cost of $100 million, all Tylenol already on shelves was recalled, and Burke went on 60 Minutes to further beg all consumers to return their Tylenol. “Our first responsibility is to our customers,” he said. “Don’t risk it. Take the voucher so that when this crisis is over we can give you a product we both feel is safe.” At the time, the response was believed to be extreme and many thought the company would suffer from it, but in the years since, Burke's handling of the incident has been credited with saving the Tylenol brand.