1. On a scale of 1-10 (10 is high), how important is transparency, fairness, and honesty for a firm such as Zendesk? What does a firm have to lose if its customers feel it is subpar on these qualities?

2. Why do you think Svane’s first message to Zendesk’s customers didn’t work? Why do you think the second message did?

3. In the end, to what degree do you think Zendesk handled its crisis appropriately?

4. What can entrepreneurial firms learn from Zendesk’s experience? What did you learn from it?