Human failure is inevitable. Mechanical failure is unexpected. What makes Tiger Woods’ story so compelling is that it’s a case of both. Nowhere was that clearer than in his press conference on Friday.
Woods’ brand and golf game were built on his machine-like qualities. He was the guy who delivered the same result over and over. At his sport and in his business dealings, he was flawless, unfailing, programmable. So when his private behavior proved that he had huge, gaping weaknesses, both Woods the human and Woods the moneymaking machine took a big hit. Will his apology on Friday turn that around? The answer seems to be twofold. The man may now be forgivable, but the brand still needs a lot of oiling.
