It can seem peculiar that saying sorry is so hard to do. After all, all you have to do is express real contrition in a sincere manner for something you have done wrong.
Yet there is no question that some organisations struggle with saying sorry, even when they are clearly to blame for something that has gone wrong. Too often, egos get in the way, or lawyers tell them to say nothing.
On the other hand, a company may feel itself under pressure to make an apology, and it comes out as insincere, or is simply a way of trying to dial down a problem – the so-called ‘non-apology apology’.
Here are some examples of CEOs apologising for various corporate misdeeds: