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December 17, 2022

Explore what to do— and not to do— in order to deliver an authentic apology and make amends in a variety of situations.


Over the years, people have come up with some truly awful apologies. From classic non-apologies, to evasive excuses, and flimsy corporate promises, it’s all too easy to give a bad apology. Good apologies generally share certain elements, and considering these factors can help you make amends in a variety of situations. Explore what to do— and not to do— in order to deliver an authentic apology.

Directed by Vitalii Nebelskyi, and action agency.

This video made possible in collaboration with Character Lab
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A special thanks to Karina Schumann who provided information and insights for the development of this video.

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Thank you so much to the patrons for your support! Without you this video would not be possible! Jennifer Heald, Megulo Abebe, isolwi, Kate Sem, Ujjwal Dasu, Angel Alberici, Minh Quan Dinh, Sylvain, Terran Gimpel, Talia Sari, Katie McDowell, Allen, Mahina Knuckles, Charmaine Hanson, Thawsitt, Jezabel, Abdullah Abdulaziz, Xiao Yu, Melissa Suarez, Brian A. Dunn, Francisco Amaya, Daisuke Goto, Matt Switzler, Peng, Tzu-Hsiang, Bethany Connor, Jeremy Shimanek, Mark Byers, Avinash Amarnath, Xuebicoco, Rayo, Po Foon Kwong, Boffin, Jesse Jurman, Scott Markley, Elija Peterson, Ovidiu Mrd, paul g mohney, Steven Razey, Nathan Giusti, Helen Lee, Anthony Benedict, Karthik Balsubramanian, Annastasshia Ames, Amy Lopez, Vinh-Thuy Nguyen, Liz Candee, Ugur Doga Sezgin, Karmi Nguyen, John C. Vesey and Yelena Baykova.

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