Creating distinction in any field, be it business, leadership, or customer service, is rooted in the bedrock of accountability. But, on only the second day of the new year, a billionaire owner of an NFL team is showing us exactly how it should NOT be done.

Carolina Panthers owner David Tepper was disciplined by the NFL after video showed him throwing a drink at a Jacksonville Jaguars fan from his suite during Sunday’s loss.

The league released a statement that said Tepper had been fined $300,000 “for his unacceptable conduct.

Here’s Tepper’s statement: “I am deeply passionate about this team and regret my behavior on Sunday. I should have let NFL stadium security handle any issues that arose. I respect the NFL’s code of conduct and accept the League’s discipline for my behavior.”

Do you see an “I’m sorry” in there for the fan he pitched the drink on? Or the team he embarrassed? Or the city his actions has let down? He leads with “I am deeply passionate” — in other words, “It’s not really my fault — I’m SO passionate that the poor play of this awful team I own moved me to do this.”

Notice that he says that he implies that he should’ve let “NFL stadium security” take care of those Jacksonville hooligans who said things that upset me. This from a billionaire who travels with security. He should try being the fan wearing the visiting team’s merchandise while sitting amongst the rabid supporters of the home team.

And naturally, he respects the NFL code and will accept their discipline. If he doesn’t, they have the potential to force him to sell the team. (See: Snyder, Daniel)

But what does this mean to non-billionaires like you and I?

In an era where organizational distinction and exceptional customer experiences are pivotal for success, the tendency to issue these “non-apology apologies” stands as a glaring misstep.

These pseudo-apologies, often structured as “I’m sorry if I offended you,” imply a conditional regret, predicated on the receiver’s reaction rather than the issuer’s responsibility. Not only do these statements lack sincerity, but they also undermine the credibility and distinctiveness of individuals and organizations alike.

At their core, non-apology apologies are a form of blame shifting. By saying “if I offended you,” the apologizer cleverly shifts the onus onto the offended, suggesting that the problem lies not in the action but in the recipient’s perception. This approach not only invalidates the feelings of the aggrieved party but also sidesteps any real accountability.

Recent research in organizational psychology highlights the damaging impact of such practices. A study by Brigham Young University (2021) found that insincere apologies can lead to decreased trust and increased conflict in professional relationships.

A genuine apology is a powerful tool that demonstrates responsibility, empathy, and respect. By openly acknowledging mistakes and their impact on others, leaders and organizations can foster a culture of trust and integrity. Harvard Business Review (2022) underscores this, noting that companies leading in customer experience rankings are those that prioritize transparency and accountability in their interactions.

Authentic apologies serve as a bridge to rebuilding trust and restoring relationships.

They involve acknowledging the mistake, understanding its impact, and taking steps to prevent recurrence. This level of introspection and commitment is essential for any entity striving for distinction.

A study published in the Journal of Business Ethics (2023) asserts that organizations that practice genuine accountability enjoy higher levels of employee engagement, customer loyalty, and overall reputation.

To move beyond the realm of non-apology apologies, it’s crucial to embrace a culture of genuine responsibility. This involves training and encouraging leaders and employees to recognize and own their mistakes. Additionally, fostering an environment where feedback is welcomed and acted upon can further enhance the culture of accountability. Implementing these practices not only elevates the ethical standard of an organization but also significantly contributes to its distinctiveness in a crowded marketplace.

A non-apology apology represents a missed opportunity for growth, learning, and distinction.

Mr. Tepper could’ve used this as a teachable moment — because even billionaire NFL owners aren’t above learning and growing.

True apologies, rooted in accountability and empathy, are instrumental in building and maintaining trust, a cornerstone of any distinguished organization. As the business landscape continues to evolve, those who master the art of sincere apologies will find themselves leading the pack, creating distinction not just by what they do, but by how they rectify their mistakes.