There’s never really a great way to apologize, but there are plenty of terrible ways. If you’re at a coffee shop, and you spill coffee on someone by accident, what do you say? You’ll likely say “Oh my god, I’m so sorry!” When you mean it you say you’re sorry – it’s a primal response. You wouldn’t say “Oh my god, I apologize for any inconvenience this may have caused!”
Often, the “wrong” things you choose to do are what set you apart and make your product unique. They’re the spice that make your dish special. Inefficiencies are what make you special by Matt Linderman of Basecamp Adria’s idea is that if you listen to customers, what they tell you they want will be based on something they already know. If I like a
