#12 – Be unapologetic

Avoid using the word sorry unless it is genuinely due. We use this word far too often and it takes from our strength needlessly. By saying sorry where it isn’t needed you are giving away the high ground in a conversation which leaves you in a weaker position.

If you truly have cocked up and you don’t intend on making the same error again then use it, but use it conservatively.


High profile people in the media seem to be more and more frequently bullied into apologising for something they said or did in the past, often something fairly benign that should just be left in the past. They pander to their audience and worry about image, as if everything hangs on it. I’d say personal integrity is far more important.

Don’t focus on what other people think of you, it isn’t that important in the grand scheme of things. If you aren’t on social media then the things you say don’t have such a far reaching consequence.

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