Seth Godin asked some people to write a brief essay about what they think matters now. It could be anything. Even just an image if you wanted. Here’s who contributed:
The result: What Matters Now, a free 82-page PDF eBook.
I decided to write about apologizing. Specifically about saying “I’m sorry”. It’s an easy thing to do, but so many companies get it wrong.
Here’s my essay:
There’s never really a great way to apologize, but there are plenty of terrible ways.
If you’re at a coffee shop, and you spill coffee on someone by accident, what do you say? You’ll likely say “Oh my god, I’m so sorry!” When you mean it you say you’re sorry – it’s a primal response. You wouldn’t say “Oh my god, I apologize for any inconvenience this may have caused!” But that’s exactly how most companies respond when they make a big mistake.
Mistakes happen. How you apologize matters. Don’t bullshit people – just say “I’m sorry”. And mean it.
Check out the complete What Matters Now book today.
Jamie, Baymard Institute
on 15 Dec 09This is such a great book.
Just flip through it – you’re bound to find something that’ll make you think and perhaps even change your worldview..
And look at that list of authors.
Roy
on 15 Dec 09“I’m sorry” in a company or in any context should automatically lead to a “how can I help” action. That’s how companies or anybody can show they mean it.
Jagath
on 15 Dec 0993% of human communication happens non-verbally (for first impressions). So it is not really “what” you say that matters, but “how” you say it and “what you do” while saying it. If you don’t genuinely mean it while apologizing, it is going to show on your face, in your voice tone, and everything else.
For companies, I assume it is the actions that follow the apology that matter. And of course, the context, and the history of their previous actions all add up to the entire “communication package”.
George
on 15 Dec 09Absolutely love What Matters Now. It’s amazing how fast it ripped through the blogosphere and twitisphere.
David Andersen
on 15 Dec 09Oh my god, I apologize for any inconvenience this may have caused!
Good one Jason.
maureen
on 15 Dec 09This reminded me about a piece I read awhile back about the medical field:
“For decades, malpractice lawyers and insurers have counseled doctors and hospitals to ‘deny and defend.’ Many still warn clients that any admission of fault, or even expression of regret, is likely to invite litigation and imperil careers.”
Come to find out, apologizing to patients and admitting wrong doing actually decreased lawsuits. Now medical students take classes on how to apologize. Powerful stuff.
maureen
on 15 Dec 09I…apologize! I forgot to link to the article I mentioned above.
http://www.nytimes.com/2008/05/18/us/18apology.html
Michelle Black
on 16 Dec 09Similar to Maureen’s sentiment, it’s scary to me that there’s now legislation that gives permission for people to apologize without facing legal consequences. On the other side of the coin, I was recently touched by someone’s public apology, which they posted as a letter to the editor in my community newspaper.
Here’s more for those interested: http://simplyread.wordpress.com/2009/10/23/the-power-of-im-sorry/
This discussion is closed.