ME? Apologise???!! Oh The SHAME!

ME? Apologise???!! Oh The SHAME!

trolling shame apologies

ME? Apologise???!! Oh The SHAME!

I was just about to jump on a call with one of my clients, when my mobile phone started flashing and buzzing.

‘Oh go away’ I whispered to it.

I went to ‘silence’ the call when I saw the caller ID on it… “Day Care”.

.

**GASP**

.

As any fellow parent will know, when those two words pop up on your phone in the middle of the day, your stomach turns, your throat tightens as if bound by an invisible Boa Constrictor, and your brain runs off into some manic Stephen King-style horror scene of your kid in various states of injury and illness.

.

“Mrs Cordiner, your daughter was playing ‘Puppy Dogs’ with her best friend, when one of them pretended to poop on the other one they had a bit of a fight……”

.

I was still holding my breath, with visions of hospital beds running through my mind….

.

“Well Mrs Cordiner”, she continued, “we like the children to learn how to resolve their conflicts, and told them to sort it out between themselves…”

.

“Right”, I breathily replied still wondering who was dead…

.

“Mrs Cordiner, they decided to resolve their imaginary territory-marking…. AS puppy dogs…. and I’m afraid to tell you that as part of this your daughter bit George….”

via GIPHY

Later the daycare educator and I facilitated the process of apology between our tiny human-canines.

“But puppies poop and bite!!” they both fiercely declared.

.

It was fascinating to watch the different phases of self-awareness, empathy and humbleness slowly unfold in these two 4-year-olds. I watched them journey through their feelings of defensiveness, righteousness, pride and self-protection and finally apologise to each other in a way many adults can never do.


 

I DARE YOU to answer this question…..

This experience came as a bit of coincidence, as I am currently reading the book “So You’ve Been Publicly Shamed” by Jon Ronson (it’s SO good! Hilarious, heartbreaking, thought-provoking, comforting and more…).

.

I’ve not finished reading it yet, but it talks about the brutality, hilarity, ethics, speed and total life-destruction that surrounds public shaming – and how even the most educated, humble and empathetic of people can so easily join bandwagons of hate and judgement (usually without having ANY facts nor seeking ‘ the other’ side of the story).

Normally good, kind people who can instantaneously morph into vitriolic, pitchfork-wielding, bounty-hunting, maniacal trolls, who give no consideration to their ‘victim’ in their thoughtless acts of self-righteous keyboard-smashing abusiveness.

.

I’ve experienced it myself. It’s real as.

Remember that old nursery rhyme “sticks and stones may break my bones, but words will never hurt me!”?

In today’s world, where people write things from behind the anonymity of their keyboards that they would never dream of saying to a person in real life, words DO really hurt.

.

In fact, online trolling has quite literally killed people.

.

“Her kids, her car, her home, her dignity, her self-respect – I’m going to take it ALL, every last bit; for the LOLS”;

“Let’s pour burning oil on her”;

“Smash her pelvis in”;

“Kick her in the c***”;

“Burn her to the f****g ground, for the LOLS”;

“Let’s take her down, I love sending rich people to the dole office”

These quotes above…. these are ACTUAL things that have been posted about me publicly, online.

Why? Because it made them feel powerful I guess. Who knows.

.

But it is part and parcel of being online today.

It’s an expected and inevitable part of having a public presence. It shouldn’t be, but it is.

.

And you certainly shouldn’t expect apologies for the words and misjudgements that hateful and demented creatures make.

Even when presented with the truth, they’ll defend their appalling actions and warped character to mask their shame and shallowness.

.

Yet the consequences to the subject of such public shaming surely far outweigh the momentary kick the offender got from posting it – long to be lost and forgotten by them in the endless vomit feed of online ‘free speech’.

And that’s why, when I saw this book come up in my Amazon recommendations, my tummy turned and it took me a couple of deep breaths before I pressed ‘buy’.

.

((Grab your copy of this moving and hilarious book by Jon Ronson here…))


.

Anyway, in the book the author asks the question:


“If you HAD to PUBLICLY apologise for something, what would it be?”


I found this REALLY hard to answer.


I first found myself being really defensive “I don’t have ANYTHING to apologise for!!! I’m a good person! I haven’t done anything wrong!“


But I forced myself to stay with it….


After asking my inner warlord to step aside, I found myself writing things down that were actually self-grandiose; and although were dressed like an apology, were actually nothing more than a cheap Christmas Cracker – pretty and full of promise on the outside, but a dreadful disappointment in reality.

They were things that made ME feel better about myself.

They were things that actually kind of passed the real blame elsewhere.


So I asked my ego to move on and take a break, then asked myself “What things do I feel bad about?”


Things like missing birthdays, not sending cards, not calling enough, snapping when I’m tired, purposely guilt-tripping people who have let me down etc etc… started pouring onto my journal page.


A great exercise, but still not deep enough…


“What things might some people dislike me for, even hate me for? How would I apologise for those things?”


I wrote a bunch of apologies down.


Feeling ‘oh so self-aware and awoke’, I read them back…… and realised that they ALL started with “IF I have ever made you feel XYZ…“…

 

“IF”??

 


Why did I write ‘IF I have made you feel…’?

Was I trying to hide from ‘sorry that I HAVE‘?

Was my precious, self-protective ego subconsciously trying to banish any risk of shame escaping from the dungeons of my soul?

Why ARE we so afraid of shame?

Why do we shame others? (even if unconsciously or behind their backs). Are we trying to elevate, affirm or fill something about ourselves?

Likely.

I doubt any one of us could say that we don’t have more work to do to be better people.


Back To Business

Anyway, before this blog gets too deep, let’s bring it back to business.

If you operate online in any capacity at all, you are already etching a picture of who you are into the minds of those scrolling. Simultaneously, you are also opening up the opportunity for judgement and the unsolicited opinions of others.

The GOOD thing is that judgements and opinions can be (and more often than not, are) POSITIVE!

The other great thing is that YOU have a HUGE amount of control over what people think of you and how they feel about you!

……..

So, here are a few things we could all ponder around this topic…….

  1. We all make mistakes – apologise often and with sincerity. There is no shame in making amends with another.
  2. Never write or say anything that you wouldn’t want to be published on the front page of every newspaper or re-tweeted by half of the planet.
  3. Never write something that you wouldn’t say to them face to face.
  4. Imagine that the person you are saying it to was your child or loved one – would you still say it or would you word it differently?
  5. Remember that whatever you put online will be there forever. People WILL screenshot it and you will have no control over how far and wide it will spread. Make sure you’re happy for that post to be your legacy.
  6. Ensure that you are happy that each thing you say can and will be used to judge your entire character. Think about ‘who’ and what kind of person you might be coming across as to a stranger.
  7. Also remember that what people say about us is actually very rarely ABOUT us; it’s about them, their feelings, their opinions, their worldview, their own feelings of self-worth and significance.
  8. Never hold grudges – it’s like drinking poison and hoping the other person gets hurt.
  9. Own up to your mistakes. If you are the one to call yourself out, other people don’t have much left to say.
  10. Remember that nobody actually cares anywhere even remotely as much as we think they do. 99.9% of people are far more concerned about the filter on their latest insta-pic than they are about somebody calling you a douche-biscuit.

.

We all stuff up from time to time. When we do, humbleness is always an option.

.

What would you add to this list?

Do share your thoughts, comments and additions below – and if you’re a troll – you’re welcome too – all comments are great for my Google ranking 😉

Peace out my friends!

 

Sarah x

via GIPHY

How Sarah Cordiner Can Help You Scale Your Business with Tech, AI, and Automation

Tech doesn't have to be hard or scary. I help you make it easy to learn, fun to implement, and even better to see the amazing results that you can get with some simple tech tools and strategy.

Here are all of the different ways that I can help you scale your business, streamline your operations, and make your bottom line full of joy using tech, AI, and automation (as well as traditional methods) as your secret weapon.

Sarah's tech stack
The tech I run my businesses on / Updated 2026

One platform. Your whole business. Finally talking to each other.

"What tech do you use, Sarah?" I get asked this every single week. The honest answer? Almost all of it lives in one place: Tekmatix. It's the all-in-one AI business platform I founded, and it runs my websites, funnels, courses, emails, bookings, payments and AI agents. Here's everything it does, who it's for, and the handful of other tools I love.

7-day free trialFree set-up call24/7 live chatAUD or USD

No lock-in contracts / Cancel anytime / Australian owned and female owned

Sarah Cordiner at her desk showing the Tekmatix platform on screen
I built it.
I run my business on it.
1,000+Businesses in Australia and 30+ countries
  • 5.0 on Google from 100+ reviews
  • 98% recommended on Facebook
  • 1,000+ businesses in 30+ countries
  • Award-winning 24/7 support
  • 3 free live training calls every weekday
  • Replace $500 to $1,000+ a month in subscriptions
Sound familiar?

Eight logins. Eight bills. Zero of them talking.

Most business owners I meet are paying for a website here, an email tool there, a booking app, a course platform, a CRM they never open... and then paying someone to glue it all together with duct tape and Zapier.

  • 1Leads fall through the cracks because your forms, inbox and CRM live in different places.
  • 2Every new tool means another login, another bill and another thing to learn.
  • 3You can't see what's actually working because your data is scattered across ten dashboards.
What Tekmatix replaces
Website and hostingWix / Squarespace / GoDaddy
$30+/mo
Sales funnelsClickFunnels / Leadpages
$99+/mo
CRMHubSpot / Salesforce
$50+/mo
Email marketingMailchimp / ActiveCampaign
$40+/mo
Booking calendarCalendly / Acuity
$20+/mo
AI chat and voice agentsVarious
$99+/mo
Social media schedulerHootsuite / Buffer
$30+/mo
Courses and membershipsKajabi / Teachable / Thinkific
$150+/mo
All of it, in TekmatixPlans from $150 AUD / $97 USD a month
The full feature list

Everything your business runs on, under one roof.

Tekmatix is an all-in-one CRM, marketing, sales, course and AI platform. Here's what's inside, grouped by the job it does for you. Tap a category to filter, or scroll the lot.

The bit everyone asks about

AI that does the work

Hand the repetitive stuff to AI that already knows your contacts, calendar and offers.

  • AI Employees that answer chats, DMs and enquiries 24/7
  • Voice AI receptionist that answers your phone and books calls
  • AI booking bot on your website chat widget
  • AI Studio to build apps and tools by describing them (vibe coding)
  • Ask AI assistant built into your account
  • AI website and funnel builder plus content and image AI
  • Connects to Claude and ChatGPT via MCP, so your AI can work inside Tekmatix

Get found and grow your list

Everything you need to get seen, capture leads and build your audience.

  • Unlimited websites with free hosting and your own domains
  • Unlimited funnels, landing pages, sales pages and opt-ins
  • 100+ ready-made templates for sites and funnels
  • Blogging with unlimited posts
  • Social media planner with auto-posting
  • Forms and quizzes, unlimited
  • Surveys with conditional logicPro
  • Reviews and reputation management, incl. Google Business Profile
  • Link-in-bio pages and QR codes

Nurture and convert

Turn strangers into clients with automated follow-up that never forgets.

  • CRM with unlimited contacts and full client records
  • Unified inbox for email, SMS, Facebook and Instagram DMs
  • Email marketing with automated newsletters
  • SMS and phone, incl. missed-call text back
  • Unlimited workflows and automations
  • Sales pipelines so you see every deal
  • Booking calendars for individuals, teams and groups, with 2-way sync
  • Advanced reporting on ads, calls, courses and lead sourcesPro

Sell and get paid

Take money online, in person and on autopilot. Payments go straight to your Stripe or PayPal.

  • Checkouts with upsells and order bumps
  • Invoicing: one-off, recurring and payment plans
  • Tap to pay on your phone (EFTPOS)
  • Request payments by SMS
  • Products and e-commerce, digital and physical, plus coupons
  • Proposals, quotes and contracts with e-signaturesPro
  • Affiliate program with unlimited affiliatesPro
  • Event management with QR code ticketingPro

Courses, memberships and community

Built especially for course creators, educators and coaches. (It's where I teach my own students.)

  • Unlimited courses and memberships
  • Unlimited students and video hosting
  • Assessments and quizzes inside your courses
  • Student mobile app in your branding
  • Communities and groups, unlimitedPro
  • Course certificatesPro

Run the business

The behind-the-scenes admin, organised and in one place for your whole team.

  • Project management and Kanban boards
  • Task manager with deadlines and tracking
  • Unlimited staff users with permission controls
  • Admin mobile app for Apple and Android
  • Business card scanner
  • Integrations with Zapier, Make, WordPress, Google and more
  • Up to 5 sub-accounts for your other businessesMax
ProIncluded on Pro and Max plansMaxMax plan onlyEverything else is included from Starter up.

Want to see it with your own eyes?

Start a 7-day free trial and a Tekspert will jump on a free set-up call with you.

Who it's for

If you sell your expertise or your services, it's built for you.

Solo operators, growing teams and multi-business owners all run on Tekmatix. Here's where it shines brightest.

01

Coaches, course creators and educators

Your website, sales pages, checkout, courses, membership, community and email, all connected. Tekmatix was made especially for you.

02

Consultants, speakers and experts

Bookings, proposals, contracts, invoices and follow-up that makes you look like a big firm, even if it's just you.

03

Health, allied health and NDIS providers

Online bookings, reminders, reviews and client records for clinics, therapists and practitioners.

04

Tradies and local service businesses

Missed-call text back, quotes, tap to pay and review requests, so you win the job while you're still on the tools.

05

Studios, salons and personal trainers

Class bookings, memberships, payments and reminders that cut the no-shows and the admin.

06

Agencies, associations and multi-business owners

Pipelines, staff permissions, reporting and (on Max) up to 5 sub-accounts to run several brands from one login.

Business ownersCoachesCourse creatorsConsultantsTherapistsNDIS providersMedical and allied healthLegal and financial professionalsTradiesSalonsYoga studiosPersonal trainersPhotographersDesignersMarketing agenciesRecruitersOnline storesEvent organisersChurchesCharitiesBusiness associations

Honest moment: if you only need one simple tool and you're genuinely happy juggling logins, you probably don't need Tekmatix yet. But the minute you're copying leads from one app to another, or paying for five subscriptions that don't talk to each other, it's time.

You're never on your own

Most software gives you a login. We give you a team.

I'm an educator first, so Tekmatix was built education-first. Every plan comes with real humans, real training and real templates to get you up and running fast.

Day one

Free one-on-one set-up call

A Tekspert jumps on a call with you to set up your account and connect your integrations.

24/7

Award-winning live chat

Stuck at 11pm? Real support, any time of day or night.

Every weekday

3 free live training calls

Drop in, share your screen and get your questions answered live.

Included

Starter kit and training library

Ready-made templates and automations, a step-by-step help centre, video tutorials and a free Tekmatix training course.

Rather someone just did it for you?

Teksperts are available by the hour, plus fixed-price done-for-you set-up and migration from your old platforms.

See Tekmatix services →
Plans and pricing

Simple pricing that doesn't punish growth.

Unlimited contacts on Starter and Pro, so your bill doesn't jump every time your list grows. Pay in AUD or USD, monthly or yearly (pay yearly and get a month free).

Starter
$150 AUD / month
or $97 USD / month

Everything you need to market, sell and deliver, in one place.

  • Unlimited contacts, staff users and courses
  • Websites, funnels, CRM, email and bookings
  • Payments, invoicing and tap to pay
  • AI Agents, AI booking bot, AI Studio and Ask AI
  • 24/7 live chat and a free set-up call
Start 7-day free trial
Best for course creators Pro
$230 AUD / month
or $149 USD / month

Everything in Starter, plus the tools to build a community and scale.

  • Communities, groups and course certificates
  • Event management with QR ticketing
  • Your own affiliate program
  • Proposals, contracts and e-signatures
  • Unlimited surveys and advanced reporting
Start 7-day free trial
For multi-business owners Max
$497 AUD / month
or $349 USD / month

Everything in Pro, plus more AI, more accounts and a strategist in your corner.

  • Up to 5 sub-accounts
  • AI Employee Growth plan included: 1,000 AI conversation replies and 100 voice AI minutes a month
  • Monthly 60-minute strategy call with a senior Tekspert
  • Early access to Tekmatix Labs
Book a demo

Just starting out? The Launch plan is $75 AUD ($50 USD) a month for up to 1,000 contacts. No lock-in contracts.

Chat about the Launch plan

Emails, SMS, phone calls and AI usage are pay-as-you-go and billed in USD, so you only pay for what you use. See the full rates at tekmatix.com/rebilling. Prices current as at September 2026. Always check tekmatix.com/pricing for the latest.

Sarah Cordiner teaching a funnel diagram on a whiteboard
280,000+Students taught in 181 countries
A note from the founder

I didn't build software. I built the toolbox I needed.

Founder and CEO, Tekmatix20+ years in businessPostgraduate qualified educator

After 20+ years in business and more than 280,000 students, I kept seeing the same thing. Brilliant people with brilliant expertise, drowning in tech. Paying for ten tools, using two of them, and spending their evenings on YouTube trying to make them talk to each other.

So I put everything a business needs into one platform, then wrapped it in the thing I know best: education and support. Tekmatix runs my own websites, courses, funnels, emails and AI agents every single day. I wouldn't recommend it if I didn't use it.

Sarah x

Want me to teach you how to get the most out of it?

Inside the Legends Lab I show you step by step how to use tech, AI and automation to grow your business, with live calls, workshops and templates you can copy.

Join the Legends Lab
Don't just take my word for it

Non-techie people love their tech again.

Tech is hard for non-techie people, and they really get that and make it fun.
Forging Ahead CoachingFacebook review
Yesterday I felt overwhelmed. Now I feel excited and empowered.
Melanie GleesonGoogle review
I have used a number of top CRM systems. This is up there with the very best.
Peter J CroneyFacebook review
Solved problems I have had for weeks, in 50 minutes. Wonderful.
Nicole TurnbullGoogle review
5.0Google rating, 100+ reviews
98%Recommended on Facebook
1,000+Businesses
30+Countries
The rest of my toolkit

The other tools I use and actually recommend.

Tekmatix is the engine. These are the extras that plug in around it for AI, video, design, content and admin. Tap a category to filter.

Some of these are affiliate links, which means I may earn a small commission at no extra cost to you. Thanks for supporting the brand!

AITop pickClaude CoWorkAI agent for non-developers that works across your files, email and apps to automate tasks on your desktop.Check it out → AITop pickChatGPTAI assistant for content, research, brainstorming and custom GPTs for your team.Check it out → AIGoogle GeminiGoogle's multimodal AI assistant, built into Google Workspace.Check it out → AIGoogle AI StudioTest prompts and build with Google's AI models, free to start.Check it out → AIManusAutonomous AI agent that researches and completes multi-step tasks for you.Check it out → AIGensparkAI search and research engine that builds answers from multiple sources.Check it out → AILovableAI app builder. Describe the web app you want in plain English and it builds it.Check it out → Video and audioTop pickDescriptEdit video and podcasts by editing the transcript. Plus screen recording.Check it out → Video and audioCapCutMobile-friendly video editing for Reels, TikToks and short-form content.Check it out → Video and audioTop pickHeyGenAI avatar videos with your own custom scripts and voice.Check it out → Video and audioElevenLabsRealistic AI voiceovers and voice cloning.Check it out → Video and audioSubmagicAI short-form video editing: auto captions, effects and b-roll.Check it out → Video and audioTop pickStreamYardLivestream and multistream to your socials, webinars and virtual events.Check it out → Video and audioLoomQuick screen recordings for tutorials, SOPs and async updates.Check it out → Video and audioCamtasiaScreen recording and video editing for polished course videos.Check it out → Video and audioPodcast.coPodcast hosting and distribution to all the major platforms.Check it out → Design and contentTop pickCanvaDesign for non-designers: social graphics, slides, marketing material and more.Check it out → Design and contentTop pickGammaAI presentation builder for slides, documents and simple web pages.Check it out → Design and contentEnvato ElementsCommercial-use music, video, b-roll, photos and templates.Check it out → Design and contentCreative FabricaFonts, graphics and design assets for your content.Check it out → Design and contentGoogle WhiskGoogle's AI image tool for generating and remixing images.Check it out → Design and contentAdCreative.aiAI-generated ad creatives for your paid campaigns.Check it out → Design and content1of10Viral content research: find the top-performing ideas in your niche.Check it out → Design and contentSyllabyAI social media strategy with video scripts and content ideas for your niche.Check it out → Design and contentTubeBuddyYouTube channel growth, SEO and optimisation.Check it out → ProductivityTop pickMakeVisual automation to connect your apps and build advanced workflows.Check it out → ProductivityOtter.aiRecords, transcribes and summarises your meetings automatically.Check it out → ProductivityWispr FlowAI voice-to-text. Dictate into any text box on your computer.Check it out → ProductivityGoogle WorkspaceEmail, docs, sheets, calendar and team collaboration.Check it out → ProductivityHunter.ioFind business email addresses for B2B outreach.Check it out → ProductivityStunningRecovers failed Stripe payments automatically.Check it out → Money and adminStripePayment processing. Connects to Tekmatix for courses, products, memberships and payment plans.Check it out → Money and adminPayPalConnects to Tekmatix so customers can pay with PayPal.Check it out → Money and adminXeroAccounting for invoicing, payroll, BAS and tax reporting.Check it out → Money and adminAppSumoLifetime deals on software and business tools.Check it out → Money and adminFiverrFreelancers for one-off design, writing and tech jobs.Check it out → Books and publishingPublisher RocketAmazon KDP keyword and category research for authors.Check it out → Books and publishingBookBoltKDP and low-content book publishing research and design.Check it out → Books and publishingMy gear listThe cameras, mics and lighting I recommend, on Amazon.Check it out →

Wondering where the email, booking, course, funnel and CRM tools are? I don't need them any more. Tekmatix does all of that, so I'd rather you didn't pay for them twice.

See what Tekmatix covers ↑
Questions I get asked

Tech stack FAQs.

Still wondering if Tekmatix is right for you? Here are the straight answers.

What is Tekmatix?

Tekmatix is an all-in-one AI business platform. It brings your website, funnels, CRM, email marketing, bookings, payments, courses, memberships, communities, social media scheduling and AI agents together in one connected account, so everything talks to each other.

Do I need to be techy to use it?

No. Tekmatix was built for non-techie business owners. You get a free set-up call, 24/7 live chat, three free live training calls every weekday, a help centre, video tutorials and ready-made templates to get started.

Is there a free trial?

Yes. The Starter and Pro plans come with a 7-day free trial. The Max plan starts with a demo, so the team can make sure it's the right fit.

Can I pay in Australian dollars?

Yes. You can pay your subscription in AUD or USD. Usage charges for emails, SMS, calls and AI are pay-as-you-go and always billed in USD. See tekmatix.com/rebilling for rates.

Will my price go up as my list grows?

No. Starter and Pro include unlimited contacts, so your plan price doesn't increase as your business grows. You also get unlimited courses, students and staff users.

Can you move me off my current platforms?

Yes. Tekmatix Teksperts offer fixed-price migration and done-for-you set-up services, or can help you integrate the tools you want to keep. See tekmatix.com/services.

Can I run courses, memberships and communities in it?

Yes. Tekmatix was made especially for course creators, educators and coaches. Courses and memberships are included on every plan, and communities and certificates come with Pro and Max.

Which plan should I choose?

Starter suits most service businesses and solo experts. Pro is best if you run courses with a community, events, contracts or an affiliate program. Max is for people running more than one business or who want more AI and a monthly strategy call. Not sure? Book a demo.

Your move, legend

Stop juggling your tech. Start loving it.

One login. One bill. One platform that runs your marketing, sales, courses and AI, with a real team behind you. Try it free for 7 days and see how much simpler business gets.

7-day free trial on Starter and Pro / Free set-up call / Cancel anytime

See you inside. Sarah x

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