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Tiger Doesn't Care - Oh Yes He Does
- By: admin
- On: 02/22/2010 08:44:09
- In: Executive Coaching
- Comments: 2
Last week Tiger Woods held his press conference to do his mea culpa on national TV. Did he successfully sway the media? Was he able to bring back his throngs of followers? Do we believe that he was genuinely sorry? Did he shed a tear?
Guess what - Tiger doesn't care - Oh yes he does!
Last week Tiger Woods held his press conference to do his mea culpa on national TV. Did he successfully sway the media? Was he able to bring back his throngs of followers? Do we believe that he was genuinely sorry? Did he shed a tear?
Guess what. Tiger doesn’t care. He doesn’t care what the media thinks about him. He doesn’t care if anyone other than his closest family and friends believe him. He doesn’t care about living up to the polished looks that appear in his flashy ads. Tiger gave the press conference for himself.
Anyone who has ever followed Tiger knows that he is highly uncomfortable sharing his personal life, feelings and challenges with anyone. He’s demonstrated many times over that he would rather suffer in silence than play to the public’s sympathy. It’s his style. It’s how he’s wired. It doesn’t mean that he doesn’t care. It means that he keeps it all wrapped up tightly within him. If you’re looking for an intimate conversation with someone, put Tiger at the bottom of that list.
From my perspective, Tiger’s news conference was a very important and critical event for HIM. Can you imagine how hard it must have been to admit his frailties and faults to anyone, let alone to the world? The news conference was Tiger doing what Tiger does best - Drawing a line in the sand and saying I won’t settle for this behavior never, ever again. Was it part of his therapy? I don’t know. But it was certainly a first step in making a massive CHANGE. It was Tiger’s “Moment of Truth”. And he nailed it.
Does Tiger care? Yes, he cares. He cares deeply about those he hurt through is egotistical selfishness. He cares about all the people he let down in the process. More importantly, he cares about falling way below the standards he’s set for himself. He knows that he was full of himself. He knows that won’t flush any longer. He knows that he doesn’t like the man he sees each day in the mirror. He also knows that he’ll fight to the death to get this right and then stay there.
A thought I once heard in my head said, “Sometimes we need to die in order to be reborn again.” Tiger died at 2:30 AM on Friday, November 27, 2009. He was reborn at 11:00 AM EST on Friday February 19, 2010. I now believe that he will do everything in his God given power to make this right for himself and for those he cares most about. Go Tiger!
Comments
The reality, though, is this was about sponsors and finding a way to get them back on his side. A publicly-aired mea culpa was the only way to start to satisfy sponsors as Tiger needs to line up new ones, re-engage wavering ones, and re-assure the few who stuck by him.
As a PR person in a former life, I disagree with his entire approach and would never have allowed him to move forward in this manner. If I were a guiding voice in his inner circle (and to be clear, I don't think anyone in his inner circle has a strong voice or presence; I think they are "yes men" along for the ride), I would have mapped this completely differently to create a different approach and provide an entry point for a more "human" and accessible Tiger to re-emerge from this.
First, I would've had Tiger re-introduce himself following the holidays in early January. I'd begin by putting him on Oprah - not because I like her, but because corporate America loves her and American women love her. It's a controlled environment where he can probably set a good deal of the parameters while appearing vulnerable by offering himself up to the public. Here's the true key as to why it works though: He's interacting with another human emotionally AND he's not in control. These are two of the biggest knocks that Tiger has faced throughout his career, but it was OK before 11/27 because it showed he was a competitor. Well, it's time to re-invent himself. And, like it or not, the current road to redemption goes through Oprah. And, if Oprah gives her seal of approval at the end (which she will), the corporate America starts to shuffle over to Tiger to pat him on the back. The public starts to feel like they "know" him simply because he interacted emotionally with another person AND he was questioned.
Following that, I introduce Tiger to community service projects in which he actually participates. And, I try to find opportunities to start to show a lighter side of Tiger.
By March, I'd have him on Letterman. Not as a guest though, although that could work as Letterman isn't going to attack him for his failings given Letterman's own issues. No, I'd have him do a Top 10 list to show a lighter, accessible side of Tiger.
Lastly, I'd have a big 60 Minutes piece (hopefully securing the entire hour of the show) ready just before The Masters, as he re-introduces himself to his sport again. I'd ensure that the whole journey is covered, what's been learned during his re-introduction to a more "public" life, family life, and his commitment to being a better role model as a person and as a player.
Just my quick take on this; I'm neither a Tiger fan nor a golf enthusiast. Hope all is well with you Myron.
lets write them until the admit it, or stop doing it! i am writing them now!
:)
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