Does sorry help? It depends. For an apology to work, it needs to be unequivocal and the apologiser needs to show that he understands what he did wrong.
Three recent corporate apologies – from Lloyd Blankfein, head of Goldman Sachs, Jeffrey Immelt of General Electric and Jerry Levin, one-time chief executive of AOL-Time Warner – provide lessons in how not to say sorry.
Why apologise in the first place? Bankers' apologies do not seem to make people less cross, although failure to apologise seems to make them crosser. What people want is blood.
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