Towards the end of yesterday the wheels started to come off for Cell C CEO Jose Dos Santos, his comments on CliffCentral coming back to haunt him in a big way.

You can read that story in full HERE, although if you’re too lazy to muster that click this is the worst of what he had to say:

“We have good-looking women, we have clever women, we have smart women, and that has created a different environment,” said Dos Santos…

“If I can use the term on your radio station, you know women do have a bitch switch, and boy if you see two women fighting it is worse than two men”…

Can you imagine you got 12 gorgeous women and you say four or five of them walk into your company – do you know what it does to the atmosphere in that company? The men dress better, they shave every morning.”

Now once social media starting lighting up you knew it was only a matter of time until the apology came, although this was a rather novel approach.

Look carefully, do you even see the word ‘sorry’ mentioned? Here’s TimesLive:

Dos Santos said his words were taken out of context.

“As a CEO with a strong track record in the empowerment of female employees in South Africa and in many other African countries that I have worked in, I am saddened that my stance has been taken out of context.

“The comment I made, when asked about women empowerment, was part of a broader interview about leadership on Cliff Central.

“I regret my choice of words, which I realise were offensive.”

That apology sounds about as heartfelt as Johnny Depp apologising to the Australian government.

Do better Jose, why not have another bash at a proper apology today?

[source:timeslive]

[imagesource:finmail]