What Would Tiger’s Dad Have Done?
1. “I have let my family down and I regret those transgressions with all of my heart.”
Comment: What are the transgressions? The first rule of apology is that the admission must contain meaningful specificity.2. “I have not been true to my values and the behavior my family deserves.”
Comment: What are those values, Tiger? Benjamin Franklin had 13 values, ranging from frugality to humility. How do we know what your values really are without specifying which ones you transgressed?3. “I am not without faults and I am far short of perfect.”
Comment: What are those faults, Tiger? What are the imperfections to which you refer?4. “I am dealing with my behavior and personal failings behind closed doors with my family.”
Note: We’re only three sentences into Mr. Woods’ comments and already there are a dozen questions.
Comment: The problem is that you’ve opened the doors by talking about these things. If you really wanted to be helpful, you would outline what one or two of those personal failings happen to be.5. “Those feelings should be shared by us alone.”
Comment: Why? You’re a brand. Brands are owned by those who trust, use, and benefit from them. It is the brand owners who determine what is private and what isn’t.6. “Although I am a well-known person and have made my career as a professional athlete, I have been dismayed to realize the full extent of what tabloid scrutiny really means.”
Comment: You’ve lived in a highly positive cocoon for much of your life. This tends to make you a virgin when it comes to operating in a real world situation. There is nothing more fascinating to the news media than deflowering someone who lives by the media, but who feels they shouldn’t have to die by similar fashion. Welcome to the real world.7. “For the last week, my family and I have been hounded to expose intimate details of our personal lives.”
Comment: From the perspective of most of us, you live in the protective environment of what appears to be a wonderful home, a gated community and private property, where you’re pretty insulated from “hounding” by anyone. This is classic arrogant, frat boy whining.8. “The stories in particular that physical violence played any role in the car accident were utterly false and malicious.”
Comment: Now you tell us. How do we know? We need more information, because of how much you’ve already not told us.9. “Elin has always done more to support our family and shown more grace than anyone could possibly expect.”
Comment: Yes, Tiger, it’s only her forgiveness that matters. And it sounds as though you’ve got a ways to go to achieve that.10. “But no matter how intense curiosity about public figures can be, there is an important and deep principle at stake which is the right to some simple, human measure of privacy.”
Comment: There is no saint like a reformed sinner. Mr. Woods has, apparently, sinned mightily and now asks that it remain covered up until he can somehow manage its affects.11. “I realize there are some who don't share my view on that.”
Comment: Like most of us, Tiger, when you do stupid things you get dumb visibility.12. “But for me, the virtue of privacy is one that must be protected in matters that are intimate and within one's own family.”
Comment: There’s that comment about virtue again. What are the virtues we’re talking about? The virtue must mean, “Leave me alone when I want to be left alone.”13. “Personal sins should not require press releases and problems within a family shouldn't have to mean public confessions.”
Comment: When you’re a public person and, more importantly, a brand, every aspect of your existence is open to explanation, debate, and questioning.14. “Whatever regrets I have about letting my family down have been shared with and felt by us alone.”
Comment: There’s a book in there somewhere, by someone.15. “I have given this a lot of reflection and thought and I believe that there is a point at which I must stick to that principle even though it's difficult.”
Comment: What is that principle? How has sticking to that principle helped you so far?16. “I will strive to be a better person and the husband and father that my family deserves.”
Comment: Again, Tiger, what does this mean, specifically? What behaviors will you change? What about your virtues and values needs to be repaired? What are the lessons you’ve learned that you will apply in this circumstance? In the forgiveness game, you need to acknowledge, specifically, what the faults and errors were.17. “For all of those who have supported me over the years, I offer my profound apology.”
Comment: What about the rest of us? Those of us who didn’t get to come to the cocktail parties or couldn’t afford to be in the galleries when you were playing, but who admire you just as much? What’s the purpose of limiting your apology to those who know you? When you’re a brand, you need to apologize to the entire universe that your brand affects.The formula for Tiger Woods, which will still work, is a profound, humble, positive, open, sincere, and conditionless public apology by him, in person, along with an explanation for the questions he’s already raised.
Most public sinners wind up on 60 Minutes talking to Mr. Kroft, the show’s angel of righteousness (prophylactic humiliation).
Maybe this time, instead of the usual cast of 60 Minutes, they should get Frank Deford, who actually knows something about sports and celebrities to conduct the interview. We all look forward to it and to the end of Tiger’s troubles.