Corporate executives failed to properly manage risk and consider stakeholders during times of economic prosperity, leading to a loss of trust. Businesses must introduce simple and transparent risk management processes that promote accountability and responsibility at all levels. IBM's "Balanced Business Decisions" approach required considering impacts, risk mitigation strategies, and potential press coverage of initiatives. Restoring credibility requires de-mystifying risk, ensuring all employees understand their risk responsibilities, and applying equal accountability from the top down. Corporate governance should consider more than just market levels and transcend temporary behaviors.