I read this a while back from Jeff Goins and it jumped out of the page. Feel the need to share this with my friends today!
You should never apologize with the word “but”.
Apologies do not come with exceptions or rationalizations. “I was wrong” sounds a lot more convincing than a half-hearted “I’m sorry.” An apology with a reason for why I did what I did is really just an excuse.
This is hard to do my friends. Let’s practice this one every time we have to apologize.