When do you say "I'm sorry?" Sometimes "I'm sorry" is a default response in a situation where we really need to say "thank you" instead. That's how we can recognize the inconvenience we've caused and express our gratitude. Try: "Thank you for your patience" instead of "I'm sorry I'm late because (insert flimsy excuse here)." Try: "Thanks for your flexibility" instead of "I'm sorry I missed that deadline." This small change in vocabulary shifts the focus from us (and our often irrelevant excuses) to the people we have impacted with our behavior. And when a genuine apology is needed, the words "I'm sorry" are the starting point, not the end, to making retribution. …see more