In the immediate aftermath of last month’s shocking assassination attempt on US presidential candidate Donald Trump, search engine giant Google found itself in hot water. The reason? A technical issue with its auto-complete function.

When a company makes a mistake – such as a marketing misstep or a product failure that leads to a recall – a good apology can make a big difference in how we as customers feel about them.

Things can go wrong for all kinds of reasons. On top of addressing the immediate fallout of something going wrong, a company must be prepared to explain what happened – and in many cases, apologise.

There are some restaurants that succeed because they use the tools of the trade – atmosphere or technique or the food itself – to transport a diner to a different place.

Reis’ Bakery, for example, is a small storefront in a west Omaha strip mall. But it has the power to take you straight to Europe with its flaky, buttery croissants, its decadent chocolate mousse and its crunchy, pillowy baguette.

You’re scrolling through your socials and an app for an online shopping site appears. You click the link but, before you can see any merchandise, a spinning wheel flashes up and invites you to press the button to spin. You do and you win 50% off any purchase. How good is that?