Say you step on someone's foot by accident. If they cry out in pain, you apologize. You are not excused from apologizing because you did not intentionally step on them. That goes even for strangers. Certainly, if you want to keep that person as a friend, partner, or customer, you should be quick to apologize and perhaps even offer something nice to make up a bit for the pain you caused. Whatever it cost you to say sorry will come back to you many times over. One company found that to be true on a literal level: $1,500 in humble pie saved them an estimated $100,000 in retained business. In my latest blog on marketing, I look at The ROI of Humble Pie.
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