Suzanne Bates, CEO, Bates Communications

How many leaders have walked onto a big stage and stumbled at precisely the moment when we hoped they would shine? When Mary Barra appeared before Congress in April to answer for events leading to GM’s recall of 1.6 million vehicles with faulty ignitions, her careful, overly-scripted testimony landed with a thud. The moment cried out for Barra to show up as the CEO heralded to be the “new GM” and to appear concerned, sincere and authentic. Instead of reassuring the public that GM would address the issues, and expressing empathy toward the victims, her responses inspired a Saturday Night Live opening skit that lampooned her lack of candor and responsiveness.