Referencing decades of experience as a presenter and an attendee at presentations, Jerry Lawson cautions us not to begin a presentation with an apology, which can be compelled by a tech glitch or some other reason not within our control. Lawson states that the habit of beginning with an apology is so old that it has a name in Medieval rhetoric, the captatio benevolentiae, meaning an attempt to capture the audience’s goodwill. Most importantly, It doesn’t work. Lawson highlights a range of scenarios for which an apology or no apology, are appropriate. His lesson applies to far more than presentations, as these reactions are common in a work environment where they may indeed not serve your objectives.