
09/25/2025
Apologies are not always enough. They can be complicated and full of nuance. There are a few qualities of bad apologies that we know don’t work…
⭐️First of all, “I’m Sorry” does not replace accountability. You must own what you and display understanding of how it was harmful or damaging to the other person. This could sound like, “I understand that when I yelled at you it scared you and felt threatening. I was wrong to do that.”
⭐️Secondly, “I’m Sorry” without changed behavior is meaningless and hollow. Unchanged behavior sends the message that you don’t see that your words, actions, or behaviors were problematic, and you don’t care to change for repair moving forward.
⭐️Thirdly, “I’m Sorry, But…” is not an apology. The word “but” implies justification and conditions, and often projects blame. When you are apologizing to someone for something you did, make sure you keep it about yourself and your actions. If the other person played a part in the rupture there will be a time to share how you felt, but in the moment of your apology keep it about your wrongdoing and your efforts for repair.
⭐️Lastly, “I’m sorry you feel that way” is not an apology. The goal is not to apologize for how someone else feels. The goal is to apologize for any wrongdoing or harmful behavior or actions YOU made.
➡️A good apology has three parts:
1: Accountability. It sounds like, “I did that.”
2: Genuine Apology: It sounds like, “I am truly sorry for what I did. I understand that it was wrong/hurtful.”
3: Willingness to Repair: It sounds like, “How can I make this right?” You MUST follow this up with actions that follow through with how you can make amends.
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