The 5 Levels of Trust
The New Face of Competition: The Role of Competition in Today's World

If you believe that a leader is supposed to always know what to do and always be right, what do you do when something goes wrong? Denying mistakes, avoiding talking about them, or blaming them on others is a surefire way to lose credibility.

The good news is that when you make an effective apology, you can actually increase trust and credibility.

You might avoid apologizing because you think it has to be a big deal, but in fact, ignoring the situation is what turns it into a big deal. You don’t have to go down on your knees to give an effective apology. On the other hand, a simple “I’m sorry” and changing the subject doesn’t work. It makes people feel like you blew them off.

You can deliver an effective apology quite simply if it contains these three ingredients. However, before you apologize, make sure you really regret your actions. No matter how good your words are, your apology will not come across as sincere if you’re really not sorry. You might need to do some self-reflection before you decide to apologize.

Three Ingredients of an Effective Apology

1. Express remorse.

Start with the words “I’m sorry.” You might say “I regret,” but it is formal and distancing. “I’m sorry” are heartfelt words that recognize that another person was hurt or affected and that you care.

2. Take responsibility.

Describe what you did without excuses. Use “I statements.” There may be important reasons that contributed to your actions that you may want to share later, but don’t do it while you are apologizing as it diminishes the power of what you are saying. Focus on recognizing the impact of your actions on the other person.

There might be times when as a leader, you need to apologize for your team. Acknowledging that you are ultimately responsible for what occurs under your watch makes your apology more effective.

3. Make amends.

If there’s something you know you can do to fix the situation, tell them what you are going to do, and then do it. If you’re not sure what to do, ask directly “What can I do?” – not passively “If there’s something I can do, please let me know.”

A pattern of behavior is more difficult to apologize for, and you need to explain how you will stop the pattern.

A pattern of apologies is worthless, so make sure the actions you commit to are actions you can and will take. Part of making amends is ensuring that it won’t happen again.

When and How You Apologize is as Important as What You Say

Most apologies when made as soon as possible can be quite simple. The sooner you apologize, the less likely it is to turn into a big problem.

For example, when Jeremy was late for a team meeting the 3rd time, he felt tension in the room when he entered. He said, “I’m really sorry I was late again for our meeting. I realize it’s not the first time and my being late makes it difficult for us to work as a team. Our meeting is important, and I’m going to adjust my schedule so I have extra time before our meeting in case something comes up or runs over, so I won’t be late again.”

However, the bigger the mistake and the number of people involved will affect how you approach the apology – you might need to spend time preparing your apology, your apology might need to be public, and you might need to repeat your apology. But no matter what, your apology should always include these three ingredients.

Apologies that Fail

Here are some so-called “apologies” I’ve heard over the years. I call them “non-apologies” because they are not recognizing their role or taking responsibility for their actions.

I’m sorry you’re angry.

I’m sorry that happened.

I’m sorry you misunderstood.

I’m sorry you’re offended.

My old favorite: I’m sorry I let you push my buttons.

My new favorite: I would apologize if you want me to.


If you want to learn more about to make an effective apology, my friend Ken Blanchard has written a great book on how to apologize: The One Minute Apology. And another excellent book is Effective Apology: Mending Fences, Building Bridges, and Restoring Trust by my friend John Kador.


Photo credit: Bigstock/Wiseangel | How to Make an Effective Apology
The 5 Levels of Trust
The New Face of Competition: The Role of Competition in Today's World

Pin It on Pinterest