He hasn’t learned a thing

The Nike TV ad that stirred debate on Wednesday was shot in black and white and showed Tiger Woods staring at the camera, expressionless, while his late father’s recorded voice says among other things, “… did you learn anything?”

I listened Wednesday night and again on Thursday to as many radio and TV talk shows as I could. I read several articles and columns about it. And I think everyone who offered their opinion missed the point.

Tiger Woods supposedly is in recovery to correct the shortcomings in his character. The absolute last thing he should be concerned about now, if he’s truly committed to his recovery as he has said in several interviews, is rebuilding his company brand.

Most experts will tell you that recovery has to be the main priority in the life of someone undergoing treatment. Nothing else is more critical than total focus. It’s the same for drug addicts, alcoholics, people with eating disorders and sex addicts. For Tiger Woods to agree to appear in an ad on the eve of the Masters, at this early stage in his recovery after going to detox center, tells me all I need to know. He isn’t commited to his recovery and he is totally insincere when he says he is.

So, Earl Woods, to answer your question to your son: “did you learn anything?” Tiger’s answer, in my view is, “No, dad, not a damn thing.”

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