Who’s sorry now? The value and risk of making an apology 

Warmth vs competence

Humans are judged on two dimensions: warmth and competence. Warmth corresponds to morality, benevolence, and maintaining harmony; competence is all about dominance, ability, and autonomy. Warmth is more important because it’s seen as more indicative of one’s character and therefore less changeable than competence.

Why it matters

It’s all about how often you say you’re sorry. If you apologize too much, you gain on the warmth dimension but tend to lose on competence. This means that, while you will come across as more trustworthy and empathic, people are also likely to see you as less competent and powerful.

Frequency vs quality

Interestingly, however, the downside effect of frequent apologizing is avoided when the apology is high quality; one where there is a sincere acceptance of responsibility for the wrongdoing. It’s also important that high-quality apologies are accompanied by some cost to the transgressor.

Why it matters

Backing up your apology through an act of sacrifice means you are repaying the ‘victim’ rather than merely expressing remorse for your behaviour, reinforcing the strength of your actions.

How to utilize the value of apologizing in your leadership

Don’t be shy

Don’t shy away from apologizing in the workplace. Apologies help you appear warmer – and remember, warmth is more important than competence.

Be selective

To preserve the perception of competence, be selective about when and for what you apologize.

Keep it real

When you do say “sorry,” ensure that it’s a high-quality apology. Don’t say you’re sorry that the other person feels hurt. Apologize genuinely for what you did or didn’t do – and follow it up with evidence that you want to repair the harm done.

Ignore stereotyping

There’s little evidence that supports the view that women might suffer more from making apologies than men because doing so may make women appear weak. So, when appropriate, utilize the value of apologizing in your leadership, regardless of the gender of all concerned.