Life Stop just saying ‘I’m sorry.’ Here’s how to actually apologize – and mean it. June 30, 2021 Sara Kuburic, USA TODAY Comments Off on Stop just saying ‘I’m sorry.’ Here’s how to actually apologize – and mean it. Many of us apologize as a way to avoid conflict, sneak in a justification (sorry, but…) or use it to launch into a list of previous grievances.