How CEOs say sorry (and what smart professionals can steal from them)
- Macson Bell Business & Law
- May 29
- 3 min read
Updated: 2 days ago
Contents:
What do a tone-deaf press release, a “we take this seriously” email, and a missing-in-action manager have in common?
They’re all non-apologies. And they’re all career kryptonite.
The truth? Apologies are high-stakes language.
You don’t need to be a CEO to write like a leader.
If a client’s upset, you’ve missed a deadline, or a message caused confusion in your team — how you respond makes all the difference.
The right tone, quick timing, and clear words can calm a problem fast. The wrong ones can make it worse.
Apologies shape how people see you — in meetings, in inboxes, and in moments when it matters most.
You don’t have to run a company to write like a leader.
Here’s what sharp professionals can learn from the way great CEOs handle public failure — and what to avoid if you don’t want your next “sorry” to sound like a shrug.
1. Don’t vanish — respond quickly and publicly
Silence is dangerous. Especially when something’s gone wrong.
As leadership coach Sarah Levitt puts it:
“People don’t expect perfection — but they do expect presence.”
Even if you’re not the one to blame, don’t hide behind “letting the dust settle.” Speak up.
Show up. Say something.
Try:
“I’m aware there’s been an issue. I’m looking into it and I’ll follow up shortly.”
That one line might save your reputation.
2. Say “I”, not “we” — and sound human
“We regret the inconvenience.”
Ever got that in an email and rolled your eyes? Exactly.
Professionals earn trust by sounding accountable — not anonymous.
You’re not a legal team. You’re a person.
Try this:
“I’m sorry for the confusion. That was on me — and here’s what I’m doing to sort it.”
It’s not weakness. It’s leadership in plain English.
3. Don’t beg — own the mistake, then move on
A strong apology strikes a balance:
Genuine and direct, without over-apologising.
Avoid:
“I’m so sorry 😔😔”
“I take full responsibility for this mistake.”
Instead, go with:
“I’m sorry I missed that. I’ve corrected it and added a check to stop it happening again.”
Calm. Clear. In control.
4. Fix it — and say how
The worst apologies are vague. The best ones come with a plan.
Use this simple structure:
What went wrong
What you’ve done about it
What happens next
It shows you’re not just reacting — you’re thinking ahead.
5. Tone is everything
In business writing, you can write all the right words — and still sound wrong.
Why? Because tone betrays you.
Cold. Defensive. Robotic. That’s how most workplace apologies read.
If your message could be mistaken for a policy document, start again.
Keep it warm, clear, and clean.
“Thanks for flagging this. I’ve adjusted it now — and appreciate your patience.”
That’s tone done right.
Final word: write like someone worth trusting
You don’t need a title to write like a leader.
Whether you're replying to a frustrated client, owning a missed deadline, or cleaning up a misfire in a team chat — tone, speed, and clarity make all the difference.
So next time something goes wrong:
Don’t hide
Don’t waffle
Don’t deflect
And whatever you do — don’t write “we regret the inconvenience.”
You’re sharper than that.
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