How to Say You’re Sorry

“You know I try, but I don’t do too well with apologies,” Justin Bieber once sang. You’re not the only one with this problem, Justin! Businesses also struggle with saying sorry, and in this age of swift social media retribution, the process of screw-up ➡️ public shaming ➡️ bad apology ➡️ more outrage ➡️ slightly better apology seems to play out more frequently than ever. Why is it so hard to say sorry? Why do corporations and public figures default to enraging non-apologies, saying things like “We apologize if you were offended” or “We regret the incident” or “It was not my intention to offend” or other phrases that deflect responsibility? In this episode of Rework:

Susan McCarthy, co-creator of SorryWatch, looks at what’s changed and what hasn’t in public apology culture.

Basecamp’s David Heinemeier Hansson recounts a time in our company’s history when we had to say sorry.

The founders of SorryApp talk about their product, which helps tech companies apologize to their customers for downtime.

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