Yeah, it was this one:
Thank You for Arguing: What Cicero, Shakespeare and the Simpsons Can Teach Us About the Art of Persuasion
From chapter 23. Recover from a screw-up
```Don’t apologize at all. The problem with an apology is that it belittles you without enlarging your audience. Belittling yourself fails to un-belittle the victim. That’s why apologies often don’t work. They rarely seem sincere enough or extreme enough. And many people—especially men—try to couch their apologies in ways that avoid belittling themselves: “I’m really sorry you feel that way.” Apologies like that only increase the belittlement, implying, “I really wish you weren’t such a sensitive flower.” Try this sometime. Shrink your audience to the size of a plant and watch the anger flow.
Whoa, wait. Aren’t we splitting a hair or two here? When I told my boss how terrible I felt about misplacing a volcano, wasn’t that the same as an apology? Actually, no. Look closely and you will find a critical difference. When you own up to falling short of your own expectations, you emphasize your high standards. Focus on the standards, and you can actually make your ethos bigger in your audience’s eyes. Say you’re sorry, and you shrink.```
From chapter 23. Recover from a screw-up
```Don’t apologize at all. The problem with an apology is that it belittles you without enlarging your audience. Belittling yourself fails to un-belittle the victim. That’s why apologies often don’t work. They rarely seem sincere enough or extreme enough. And many people—especially men—try to couch their apologies in ways that avoid belittling themselves: “I’m really sorry you feel that way.” Apologies like that only increase the belittlement, implying, “I really wish you weren’t such a sensitive flower.” Try this sometime. Shrink your audience to the size of a plant and watch the anger flow.
Whoa, wait. Aren’t we splitting a hair or two here? When I told my boss how terrible I felt about misplacing a volcano, wasn’t that the same as an apology? Actually, no. Look closely and you will find a critical difference. When you own up to falling short of your own expectations, you emphasize your high standards. Focus on the standards, and you can actually make your ethos bigger in your audience’s eyes. Say you’re sorry, and you shrink.```