Do it when it's not expected

Seth Godin writes,

An expected apology rarely makes things better. But an expected apology that never arrives can make things worse.

An expected thank you note rarely satifies. But an expected thank you that never arrives can make things worse.

On the other hand, the unexpected praise or apology, the one that comes out of the blue, can change everything.

It's easier than ever to reach out and speak up. Sad, then, how rarely we do it when it's not expected.