Tiger Woods

Tiger Woods’ fall from grace was astonishing. Having for years projected a squeaky-clean image to the world, his reputation crashed as the news of his many infidelities flooded out, seemingly endlessly. These twelve domain definitions defined Tiger Woods at his best, when at peak performance, and public perception of that was extremely high. Now, with his reputation in tatters, he is still the same man, still able to perform at peak within the golfing world, but that is largely irrelevant as his currency is so devalued. So although his golf is not much different, what he produces and how he presents to the world is actually badly affected, and is disappointing to his customers, and the after-effect on his marketability is consequently of course seriously damaged. So although the golf is still there how he is perceived has radically changed. This is interesting in that his offence was not in his public behaviour, it was his wife whom he let down, and that is none of our business. His real crime, however, was that his cheating on his wife showed him also to be lying to the public, to whom he has relentlessly presented himself, with conviction and authority, as a perfect and complete man. Once that perfection was found to be false he lost credibility in all other areas. He was seen as tarnished, and all of the aspirational dreams he had held out to young people got tarnished too. If Tiger Woods can redeem this negative public perception of his character and integrity, then he might yet engineer a great recovery and comeback.

Tiger Woods

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