The Apology Impulse will help you and your business embrace an authentic approach to relationships, identifying how often companies apologize, why they do, how they get it wrong, and how they could improve.

It's only natural to apologize when you've said or done something wrong.

It shows other people that you're aware of your mistakes and are taking responsibility for them.

Many world religions praise repentance and most parents teach their children to apologize as soon as they learn to speak.

Apologizing is like a social adhesive that keeps us all close and makes it possible for us to live in harmony.

But when we apologize too much, the word 'sorry' can lose its depth and meaning.

How can we find the balance between apologizing too little and too much? What situations are truly worth apologizing for?

Cary Cooper is a psychologist and professor of psychology at Manchester Business School.

He's been voted Most Influential HR Thinker by HR Magazine.

Sean O'Meara is the founder and managing director of Essential Content, a content and PR agency.

In The Apology Impulse, they dive deep into our psyche to teach us how to differentiate sincere apologies from insincere ones.

With their insight, we can finally become intentional about the word 'sorry' and let it empower us instead of restricting us.