Two professors from UC Davis Chris Knittel and Victor Stango concluded that the Tiger Wood’s scandal cost the companies that endorse him $12 billion in shareholder value or 2.3%. http://www.physorg.com/news181305893.html Those companies that are sports-related seemed to fare the worst. It logically follows that since Tiger has decided to leave golf indefinitely the value of his association would be diminished. After all, Nike did not pay him for his family life. They paid him because of his ability as a golfer, which still remains beyond reproach. Since he has given up his craft, it logically follows those companies associated would be impacted.
This factoid is interesting to me as the new buzzword in leadership development is “authenticity.” Leading authentically seems to be the new way to creating lasting shareholder value, and when one betrays this principle the ensuing response can be punishing. It appears this sentiment speaks to the majority of public opinion in the offices I frequent. Water cooler talk is against Tiger since the pictures of his smashed Escalade were released to the press. No one is mentioning his talent as a golfer. Rather, they are betrayed, angered, sometimes hurt by his duplicity.
The new immediacy and transparency today’s workplace dictates leaves little choice or so it seems but to be authentic. If you are one way privately and another publicly, it seems like a ticking clock until your time runs out and who you really are is known by all. The good news for most of us is we are not famous, and if we are few are as famous as Tiger Woods. Unless you own one of the stocks impacted by Tiger’s transgressions, this should come as good news. It seems like the tide has turned to allow people to simply be.
