Everyday life in a bustling city can often feel like navigating a minefield of minor social infractions. At the gym, someone shifts their belongings without a glance. In shops, mobile phone conversations drown out basic courtesy. Even a quick pint at the pub is punctuated by the glow of screens and digital distractions. A shout from a cyclist, discarded pizza boxes on the sidewalk, the struggle to queue – these moments, while seemingly small on their own, accumulate into a sense of eroding common decency. And amidst this backdrop of daily irritations, the poignant lyric, “sorry seems to be the hardest word,” from Elton John’s classic song, rings with a disheartening truth.
The lyrics themselves encapsulate this sentiment perfectly:
‘What do I do to make you want me?
What have I got to do to be heard?
What do I do when it’s all over,
And sorry seems to be the hardest word?
It’s sad, so sad.
It’s a sad, sad situation.
And it’s getting more and more absurd.’
‘Sorry Seems To Be the Hardest Word,’ Elton John (Elton John & Bernie Taupin)
This isn’t just the grumbling of a curmudgeon in London. It reflects a broader feeling that something fundamental is shifting in our society. The sense of shared civic responsibility, of community spirit, of simply being considerate towards one another, often feels diminished. We are increasingly insulated, lost in our own worlds of headphones and hoodies, becoming, as some might argue, addicted to anti-social media, obsessed with selfies, and blindly following the digital herd. There’s a yearning for a return to basic kindness – a gentle smile, a nod of acknowledgement, a quiet, considerate word. We seem to have forgotten the value of simple politeness, the quiet power of good manners.
In a world that often feels increasingly harsh, perhaps “niceness” isn’t weakness, but a strength. The recruitment policy of the advertising agency BBH, requiring candidates to be both “good and nice,” highlights this often-overlooked virtue. This wasn’t merely about pleasantries; it was a recognition that a positive internal culture, built on “day-to-day civility, mutual respect and thoughtfulness,” is as crucial to a company’s success as client relations.
The word “nice” itself might sound soft, even out of place in the competitive business world. “Nice guys finish last,” the saying goes. However, in today’s interconnected world, built on “team, partnership, collaboration and cooperation,” qualities like “empathy, emotional intelligence and listening skills” are not just desirable, they are essential. Getting along is paramount to getting ahead. Perhaps, in this new landscape, nice guys – and brands – actually finish first.
Brands, in their rush to declare lofty “Purpose” statements, often proclaim their “passion” and “love.” But perhaps what consumers truly desire is something simpler: politeness and good manners. Instead of brands striving to be our passionate lovers, maybe we’d prefer them to simply be “nice.”
The late football manager Harry Redknapp once signed a book for someone with the message “Nice one!” It’s a simple phrase, but it encapsulates a powerful sentiment.
‘What’s it all about, Alfie?
Is it just for the moment we live?
What’s it all about when you sort it out, Alfie?
Are we meant to take more than we give,
Or are we meant to be kind?’
Alfie, Dionne Warwick (Burt Bacharach, Hal David)
In these times, kindness, politeness, and yes, even saying “sorry” – perhaps especially saying “sorry” – are not signs of weakness, but essential ingredients for a more harmonious and ultimately, more successful society.
