When “Sorry” Isn’t Enough: Sánchez, Musk, and the Lost Art of the Apology

Recent apologies from Pedro Sánchez and Elon Musk show us what a bad apology looks like. Spain’s Prime Minister said “I apologise” six times over his party’s corruption scandal, but never fully accepted responsibility. He blamed misplaced trust and offered no clear plan for making it right. Musk’s post on X was even weaker: “I regret some of my posts… they went too far.” That’s not an apology—it’s brand management.

A real apology needs five key ingredients, according to psychologist Guy Winch (2016):

1. Say “I’m sorry.” No dodging with “I regret.”

2. Accept full responsibility—don’t pass the buck.

3. Show real empathy.

4. Commit to never doing it again.

5. Ask: “What can I do to make this right?”

Neither leader got close.

By contrast, UK Prime Minister Rishi Sunak gave a masterclass in May 2024. Responding to the infected blood scandal, he said: “I want to make a wholehearted and unequivocal apology.” He detailed the government’s failures, accepted full blame, expressed deep sorrow, and promised full compensation “whatever the cost.”

True leadership means owning your mistakes—and showing people they matter more than your ego.