3. Don’t apologize if it’s obvious that you’re being incredibly insincere, unless you’re a great actor. People can smell that kind of non-apology a mile off, an

3. Don’t apologize if it’s obvious that you’re being incredibly insincere, unless you’re a great actor. People can smell that kind of non-apology a mile off, and they’ll hate you for it, and distrust any apology that comes later. 4. Don’t make a big show of being apologetic if it’s likely that there’s another shoe waiting to drop; that looks less like an apology and more like a coverup. 5. Don’t make obviously misleading, false, or self-serving statements in an apology.