4Zoe and Ethan

In the meeting room, Ethan, the creative director, presented a new strategy to Zoe and the team: “I think this strategy will revolutionise our next campaign!” Everyone responded enthusiastically: “Great idea!”

But Zoe, reviewing the numbers, had some reservations. She knew Ethan was precise and decisive, so she decided to use a four-step method she had recently learned:

“Don’t apologise unless there’s a reason to.”

Fairness. She told herself, “I’m here to offer my opinion and expertise, and I need to be fair to the company and to myself.” After the meeting she approached Ethan: “Do you have a minute? I have a few observations.”

No apology without a reason. She almost said, “Sorry if my comments seem unexpected,” then stopped, remembering not to apologise unless there was a reason, and said, “I have some observations on the data.”

Holding to values. She stressed the importance of accuracy and integrity in their work: “I think some of these figures may not fit our target market.”

Honesty. She was clear and direct: “If we look at our market, I think these figures are a little high.”

Ethan thought for a moment, then said, “I really appreciate your observations, Zoe. Let’s sit down tomorrow and review the strategy together.”