How To Apologize Without Saying “I’m Sorry”

This article originally appeared in Chief Executive.

Years ago, while riding my bike, I bumped into a man walking in the opposite direction. At the time, I was living in Germany, but I instinctively blurted out “I’m sorry!” in English. Not sure whether he understood me, I corrected myself with the German version, “Tut mir leid,” which literally translates as, “it causes me suffering.”

It causes me suffering. Isn’t that so much more powerful than sorry?

He was probably too far away to hear me at that point, but my first apology was inadequate and meaningless. Not only was it said in the wrong language, but it communicated the wrong sentiment. As leaders, we need to know how to say sorry professionally, using the right verbiage and the right mindset.

This isn’t something you learn in a classroom, on the job or culturally if you’re from the United States or Great Britain. Most Americans and Brits often pepper their speech with the casual “sorry.” A CNBC piece noted that 58% of Americans say they’re sorry when they are trying to do someone a favor but don’t meet the mark—even when it’s not their fault.

This seems innocent, but as a CEO, responses like this are transparently throwaway. Employees and customers know this because it’s a line they use themselves. They expect and deserve authentic, thoughtful apologies when apologies are needed.

Bob was an executive who received some surprising 360-degree feedback. His self-rating was significantly higher than the rating his team members gave him. Upon seeing this, Bob made a surprising admission: “I’ve changed my style significantly over the past three years. The team is rating me as I was several years ago.” One of his colleagues replied, “He’s right. But I’m still angry because he never apologized for the leader he was.”

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