This post is by Seth Godin from Seth's Blog

If you often find yourself saying “sorry” in a way that doesn’t advance the conversation, it might be interesting to substitute “thank you” instead.

So, “I’m sorry this came out of the kitchen after your other dishes,” becomes, “thank you for waiting so patiently.”

And, “I’m sorry we got disconnected,” becomes, “thank you for calling back.”

It’s a subtle shift, from separation to connection.