Title Page -- Copyright Page -- introduction: apology is the first resort -- Perfect Response to Imperfection -- Who Should Read This Book? -- Three Questions for the Reader -- How This Book Is Organized -- Effective Apology -- PART I: PRACTICING APOLOGY -- CHAPTER 1: the age of apology -- What Is Apology? -- Apology on the Rise -- Test Your Apology Quotient -- KEY TAKEAWAYS -- CHAPTER 2: why we apologize and what it accomplishes -- The Essential Role of Apology -- Benefits to the Offended Party -- Benefits to the Apologizer -- Want Better Performance? Say You're Sorry -- The Economics of Apology -- Apology Is Difficult -- Stepping Out of Resentment -- KEY TAKEAWAYS -- PART II: THE FIVE DIMENSIONS OF EFFECTIVE APOLOGY -- CHAPTER 3: recognition -- Recognition Requirements -- KEY TAKEAWAYS -- CHAPTER 4: responsibility -- KEY TAKEWAYS -- CHAPTER 5: remorse -- Regretting an Action You Would Nevertheless Repeat -- KEY TAKEAWAYS -- CHAPTER 6: restitution -- The Three Requirements of Restitution -- Restitution Without Dollars -- KEY TAKEAWAYS -- CHAPTER 7: repetition -- Repetition in Action -- KEY TAKEAWAYS -- A Quick Review of the Five Rs -- PART III: APOLOGIZE FOR RESULTS -- CHAPTER 8: when, where, and how to apologize -- When to Apologize -- Where to Apologize -- How to Apologize -- KEY TAKEAWAYS -- CHAPTER 9: how to accept (and reject) an apology -- Lowering the Stakes -- Accepting an Apology -- Reciprocate If You Have Something to Apologize For -- Accept the Apology and Terminate the Relationship -- What If I Wasn't Offended? -- I'm Not Over It Yet -- Alternatives to Rejecting an Apology -- How to Reject an Apology -- A Moral Act -- KEY TAKEAWAYS -- CHAPTER 10: apology and forgiveness -- How Do I Ask for Forgiveness? -- Forgiveness Without Apology -- KEY TAKEAWAYS -- CHAPTER 11: obstacles to wholehearted apology -- Wholehearted Apology.

Halfhearted Apology -- Non-Apology -- The Limits of "I'm Sorry" -- KEY TAKEAWAYS -- CHAPTER 12: the best apology possible: ten apology do's and don'ts -- 1. Don't Include Ifs or Buts -- 2. Don't Be Passive, Be Active -- 3. Don't Joke -- 4. Don't Assume -- 5. Don't Ask, "What Can I Do to -- 6. Take Turns -- 7. Begin the Apology with "I" -- 8. Use the Recipient's Name -- 9. Don't Ramble -- 10. Don't Argue -- KEY TAKEAWAYS -- CHAPTER 13: talking about apology: frequently asked questions -- The Author's Answer to the Poetry Festival Question -- CHAPTER 14: what can I do now? five apology practices -- Five Apology Tools and Techniques -- Concluding Story -- Final Thoughts on Apology -- KEY TAKEAWAYS -- notes -- acknowledgments -- apology examples by category -- Business -- Personal -- Political -- Popular Culture -- Sports -- index -- about the author -- About Berrett-Koehler Publishers -- Be Connected.