Étienne Garbugli

Entrepreneur & Author of Lean B2B

Avoid apologies (when you can)

By Étienne Garbugli | September 30, 2010 | 0 Comment

When you apologize, it says:

  • I’m sorry
  • I accept the blame
  • I’m responsible for everything that went wrong here
  • I’m the only person that was guilty here, forget about others
  • You can remember that this was my fault

An honest apology, when needed, is good practice. Apologize too often and take on the responsability. Your name will be remembered with the issue and your reputation will take a hit.

Don’t apologize if you don’t have to. It focuses guilt, attention and responsability and make you appear worst than you actually were.


Étienne Garbugli

Etienne works at the intersection of Technology, Product Design and Marketing. He’s a three-time Startup Founder, a five-time entrepreneur, and a UX research expert. Etienne is also the Author of Lean B2B: Build Products Businesses Want. Lean B2B is a framework used by thousands of entrepreneurs & innovators to reduce the risk of their B2B ventures.


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