blog/content/quotes/2009/2009-12-16-what-matters-now.md

---
title: What matters now.
author: kazu634
date: 2009-12-15T15:04:05Z
author:
  - kazu634
categories:
  - Quotes
tags:
  - web

---
<div class="section">
<blockquote title="”What Matters Now” - Seth Godin’s new free eBook by Jason Fried of Basecamp" cite="http://37signals.com/svn/posts/2058-what-matters-now-seth-godins-new-free-ebook">
<p>
      There&#8217;s never really a great way to apologize, but there are plenty of terrible ways.
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<p>
      If you&#8217;re at a coffee shop, and you spill coffee on someone by accident, what do you say? You&#8217;ll likely say &#8220;Oh my god, I&#8217;m so sorry!&#8221; When you mean it you say you&#8217;re sorry &#8211; it&#8217;s a primal response. You wouldn&#8217;t say &#8220;Oh my god, I apologize for any inconvenience this may have caused!&#8221; But that&#8217;s exactly how most companies respond when they make a big mistake.
</p>
    
<p>
      Mistakes happen. How you apologize matters. Don&#8217;t bullshit people &#8211; just say &#8220;I&#8217;m sorry&#8221;. And mean it.
</p>
    
<p>
<cite><a href="http://37signals.com/svn/posts/2058-what-matters-now-seth-godins-new-free-ebook" onclick="__gaTracker('send', 'event', 'outbound-article', 'http://37signals.com/svn/posts/2058-what-matters-now-seth-godins-new-free-ebook', '”What Matters Now” &#8211; Seth Godin’s new free eBook by Jason Fried of Basecamp');" target="_blank">”What Matters Now” &#8211; Seth Godin’s new free eBook by Jason Fried of Basecamp</a></cite>
</p>
</blockquote>
</div>