The Land Of Apology

The Land Of Apology

Something happened in the last 30 years that gave some people the idea that being apologetic in their approach to communication was a way of reflecting humility and professionalism.

Apologetic Communication

  • I'm sorry to bother you but...
  • Are you sure it would be alright...
  • Possibly if you have time...
  • However, we would like you...
  • The proposed dates are as follows...
  • For your perusal...
  • Herewith the attached document...
  • I feel we should do XYZ, but I don't know, it's truly whatever you think...
  • I apologize for the tardiness in response, I've only just now [insert excuse]...

Have you ever written like this before? There's nothing really wrong with it, but in the Connection Economy—and where to sell is Human—relating goes further than being apologetic, drastically formal, or using words that you would never use in person.

Can you imagine talking to someone in person, "Herewith the documents stemming from our discussion, Sir Lancelot! They are for your perusal, sire."

Unless you are wanting to become the person's butler or PA, let's stop the madness! Relational. Not apologetic. You believe in what you're doing right? (Otherwise you should probably do something else). And if you believe in what you're doing, be relational about it. 

Make friends like children do on the playground

"Excuse me young madam. Would you mind if we pursue the possibility of exchanging your specimen called "the apple", for my sandwich made up of ground-up peanuts, preserved fruit, and a dash of butter?"

Relationship or formality? You need both, but err on the side of relating.

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Super excited to announce that CMedia was selected to be in The Best Of Zimbabwe book for top Media company in the nation! We have some great work we'll be unveiling in the coming months from hotel chains, telecoms, ISPs, and even the Oprah of Zimbabwe's TV show. So proud of the team. Here's the write up in the book.

Tommy is at the World Economic Forum on Africa in Cape Town this week. He was asked to moderate a panel of media experts discussing how to shape Africa's media. We're excited to represent Zimbabwe at this global event and will be sharing a full update next week when he returns!

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(photo casete)