Many parents want their children to understand the underlying values behind apologizing or saying "I'm sorry". They try to help their children to engage in apologizing by encouraging the behavior from an early age. But often I see a paradoxical effect where children experience resentment, agitation, anger, and relationship distancing when they are made to apologize. This video discusses how parents can decide for themselves what values they intentionally want to teach by encouraging the behavior of apologizing, and how to teach apologizing to emphasize those values with toddlers and preschoolers. We discuss modeling, praise, approximations of the goal behavior, rehearsing, and value labeling as strategies parents may want to consider.