The third envelope

 The newly-appointed CEO found that her...

<not-making-THAT-rookie-mistake>
Didn't expect me to assume the default CEO was male, did you?
</not-making-THAT-rookie-mistake>

... predecessor had left three numbered envelopes, marked

Mentally editing the instruction...

<criticisms>

To be opened: Why not just 'Open'?

In order: What else would you do with numbered envelopes?

In case of emergency: Errm.... isn't that just an emergency?
</criticisms>

... she gave them to her PA to file.

After the usual honeymoon period, the company got into difficulties. She epoened the first envelope. A note inside read

BLAME YOUR PREDECESSOR 

She did, and eventually the share price recovered. 

In the fullness of time the the company  fell on hard times again, and she opened the second envelope. A note inside read:

BLAME ADVERSE MARKET CONDITIONS

As you might expect...

<Storytelling-101>
I didn't just fall out of the coconut tree; what else was going to happen?
</Storytelling-101>

... eventually the company got into trouble a third time. Not knowing what else to do...

<Storytelling-101>
(but knowing how these things work)
</Storytelling-101>

....she opened the third envelope. The note inside read:

PREPARE THREE ENVELOPES

Call me Æsop.

b