An exciting trend is occurring in American business today - that is, recognizing and using the power of apology. A recent article in the National Law Journal described the "I'm
sorry" movement in medicine as an emerging medical malpractice reduction strategy. The increasing number of doctors and healthcare professionals practicing early disclosure of
adverse medical outcomes and medical errors is developing powerful statistical evidence that apology is a dramatic litigation reducer with the parallel reduction of malpractice
claims. So, what makes an effective apology?