For years Tiger Woods was an adored hero on the world stage – then in a flash transformed into a coddled celebrity falling down the rat-hole of self-indulgence and ruin.
Since his fall, Tiger has tried to show a humble, human side... and worked on his golf game to regain his winning form.
Is his rep improving? Has the Tiger brand regained value? Well, he has not won a tournament since his Waterloo. Troubled conscience?
But now: Here is a golden opportunity! Tiger is scheduled to go to Japan!
And yet – in a terrible decision! – he canceled the trip – reinforcing the view that Tiger is still a pampered celebrity rather than a humble man of empathy. Brand botch!
My advice to Tiger: Go to Japan and grab a shovel. The world will see you in the best light. You will feel better about yourself – and maybe have the confidence and inner calm to win a tournament for a change.