Tiger Woods

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8 10, 2013

Whether You Win or Lose, the Sun Will Rise

By |2017-03-03T12:07:00-05:00October 8th, 2013|Categories: Blog, Motivation|Tags: , , , , , , , , , , , |2 Comments

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Who knows what tomorrow will bring?

Whether you win or lose, the sun will shine.

Like many of you, I was glued to the television to watch the President’s Cup. It was the third straight President’s Cup that Woods won the cup-clinching match — all three with Fred Couples as the captain. Golf looks easy when the pros play but it’s so hard.

I missed the woman who streaked across the course naked, I don’t think she was  worried about winning or losing. A little levity can’t hurt anything, can it? I think Fred Couples was the only one who laughed.

I think most of us take life too seriously, myself included.I have friends who worry about everything. One of my friends just started school and worry’s about taking tests that haven’t been scheduled. Instead of preparing for them she worries about them.

Yes, I understand if you’re a playing a competitive sport  you have to win or they won’t let you play. If you’re in business, you have to outwit your competitors or you won’t be in business. In the game of life, you can still play, even if you don’t win.

I believe it does matter if you win or lose. Yes it’s great if you have fun in the process but winning is more fun than losing; don’t you think? In order to win you have to work hard, be uncomfortable and push yourself. That doesn’t guarantee winning but it’s part of achieving.  I grew up in a time when you were taught to compete and winning was important. Unfortunately winning was everything.  I took me years to realize I didn’t need to win everything. I found out winning doesn’t guarantee friends in fact it alienated many people.

If you decide to compete, there’s always the possibility  you won’t win. Losing  is the chance you take but that’s life. When people choose not to compete, they lose out on the opportunities to test themselves. They don’t get to take chances and shine.

Winning is the end result of a competition. If the only thing we remember is winning, what about all the time spent in between?

Life is just a series of events; we probably spend more time practices and preparing than we do competing.  Suppose we never get to win? Does that mean our life has been wasted?

We must always have the will to win.

Winning doesn’t always mean  being first.

You can win by setting and beating your own goals. It’s called setting your own pace and playing your own game. Winning can mean just trying. I love running 5 K races and it’s been 10 years since I’ve taken first place. Now it’s just fun to run.

What a better world we would have if we set goals together and decide we could all win. Wouldn’t it be great if we could agree on a common goal for the world?

Yes the sun will come up if you lose,it just might not feel as bright. In the long run, does it really matter? As they say, “pick your battles.”

Lisbeth helps individuals and businesses win at their own game. Do you need a coach or a speaker? Lisbeth can be reached at Lcalandrino@nycap.rr.com.

 

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4 09, 2010

Selling Your Brand Down the River

By |2017-03-03T12:07:13-05:00September 4th, 2010|Categories: Blog, Building a Brand|Tags: , , , , , , |0 Comments

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We worry so much about our store branding, our product branding; what about our personal branding?

What is it that successful companies have figured out—McDonalds, Starbucks and Dunkin Donuts? You might answer good marketing but more specifically it’s about their brand. Branding used to be just for products, not any more. Branding is a combination of intangible and intangible characteristics and sets you apart from others. Whether you define it or not, you have a brand. Branding is your reputation; it’s what sets you apart and the value you bring to the situation. As my mom said, all you have is your reputation.You’re not defined by your job title or your job description you are defined by the value of your reputation.

AS the CEO of your own company, what you stand for is as important as what you sell. When there is a ‘disconnect’ between who you say you are and what you do, it makes people untrustworthy.  Consider Tiger Woods and how he has been portrayed in the media. Over the years his agency has worked hard to portray him as a serious, focused golfer and family man. Although this may be true, the last few months have made us question his previous branding. Not that Tiger wanted to portray the other part of his life but because it’s so different than our original perception, we begin to question everything he does. When he came out and discussed his personal life the gamut of feelings were disgust and sadness. In my mind there was no reason for him to discuss his personal life. He is considered one of the finest golfers in the world; this has nothing to do with his personal life.To stand the test of time, a brand must be built from the inside out, not the outside in. Unfortunately his brand is ‘performance based’ and he is only as good as his last performance or his last win. His private life was his private life until he made it public.For the most part his brand was build on an authenticity, a hard working focused golfer.

We all have a brand. Paris Hilton’s brand was one of beautiful, fun loving, well spoken and a young woman living her life. Recently she was arrested for drug possession which changes the nature of how she is viewed.

I don’t think many of us think too much about our brands but we should. This is why your social media profile and behavior should reflect who you are. It is foolish to post anything that is not flattering to you on your social medial platform. We are all entitled to fun and a few drinks now and then but having to be driven home or forgetting your keys because you were drinking certainly takes a way from your creditability and ultimately the credibility of your business.

Okay three things to think about when building your brand:

Clarity, who are you, what you do and why it does it matter? Here we are again, building differentiation and your competitive advantage. If you know what makes you different it helps you determining a market strategy. I think you can have lots of customers you just can’t have all of them. But if you’re clear on who you are, you will get your share.

Consistency, can you be counted on to act the same way no matter what the situation? I had a boss once who was fine until about the third week of every month when the inventory was due. She became nasty, angry and just awful to be around.When the monthly figures were unveiled, her job was on the line.

The last is character. This is what makes you. This is your personality, your sense of humor your excitement for life. This is what brings you to life and make people want to connect to you. This is your gift and your “personal flair.”I know people say Lisbeth you move so fast, you have so much energy and enthusiasm; these are considered my gifts. On the other side is the Lisbeth who gets bored easily, worn out with not enough sleep and is short tempered. The better you know yourself the better you will be at connecting to your “special customers and friends.”

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3 12, 2009

Repairing the Tarnished Brand Called Tiger Woods

By |2017-03-03T12:07:14-05:00December 3rd, 2009|Categories: Building a Brand|Tags: , |2 Comments

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BrandI know you’ve heard it all and don’t know who to believe. Here’s what I think, and by the way, leave me your comments at the end of the blog and tell me what you would do to fix this nightmare.

Don’t get me wrong, I love Tiger Woods, he’s the reason I watch pro golf and the reason I got interested in golf. Maybe you feel the same way. Tiger represents all that’s great about pro athletes: persistency, focus and a willingness to work hard. He also has a beautiful wife, and two cute kids, I’ll stop here.

Okay, everything isn’t so rosy at home.

Supposedly he is surrounded by a force of “geniuses” whose primary job is to build, maintain and protect the brand called “Tiger Woods.” The question is, have they given him the right advice, did they act quickly enough or is Tiger just not paying attention? Does Tiger suffer from the “I know it all disease” off the greens? It wouldn’t surprise me. It isn’t that rare. I've known business owners that feel that because they're good at what they do, they must be good everywhere else, right?  Movie stars know how to stop wars and have opinions on everything, though usually loaded with inaccuracies. I remember Tom Cruise wanting psychiatry outlawed.

The Tiger Camp issued a statement saying that they didn’t know how to deal with Tiger; the whole affair threw them for a loop. My suggestion to Tiger: fire them! Businesses don’t hire experts for the easy stuff. He should have called his mother; she would have told him what to do—tell the truth.

Everyone has the right to privacy; and what you do in your own home is pretty much your own business. If you want to drive your car into your sofa who would care? Well your dog might care. But if you’re going to drive your car into a fire hydrant and back into a tree, the game has changed. And if you’re the biggest man on the greens, everyone cares. Helloooo… Tiger’s fans care.

NBC cares. According to the Wall Street Journal,  the TV ratings double when Mr. Wood’s plays. According to the Reuter’s blog, “Woods ratchets up television ratings whenever he competes and mentioning his name in a headline triggers massive interest by newspaper and online readers.” 

(Don’t worry too much about the sponsors, if there’s an audience deficiency, the advertisers are somewhat protected and will receive advertising credits towards other media buys.)

There are lots of unanswered questions. Where was he going at 2am, and how did all those things get in the way of his car if he was just backing out of the drive way? And could they really cause facial lacerations, bleeding, etc.? Is cool Tiger so shook up that he can’t do what he does so well—play golf? We hope not. Why did this even make the papers in this unflattering form? How important is Tiger’s reputation? My mom used to say all you have is your reputation; maybe Marie should have been Tiger’s marketing advisor. This didn’t have to be a problem. Was it poor management, poor advice or just panic in Tiger’s mind? So is it our business? Well no and yes. Simply enough, he hit the fire hydrant and you heard the variation on the rest. It’s not our business because he’s just a human being. It is our business because he’s chosen to make it our business. Tiger represents the best of what he does, the gold standard.

His life is no longer private; he has chosen to disclose the most intimate aspects. My advice: share the solution, his fans will stand by. His personal business is his business but it quickly became ours. Eventually we probably would have found out what happened. Okay so eventually we would forget most of it.

Okay so Tiger isn’t infallible, he’s real, and being real he becomes even more important to our society, if he “bellies up to the bar” as they say.

There are some important lessons for all of us concerned about our brands. Building a brand is hard; destroying a brand is a lot easier. So protecting your brand is important and takes a lot of work.

Tell the truth. Not telling the truth creates problems that don’t exist. Consult your confidants, your family, and your business associates before you issue any statements. When in doubt, call your lawyer. By the way, that was my ex-husband’s remedy for most events but I just figured it was because he was a lawyer. My ex-husband was right too. Remember you have loyal fans that wish you well, buy your products and sometimes wish they were you. By the way, we want our heroes to be good because we want to be like them.

Live by your ethics, breaching your ethics will always cause you and your loved ones pain. If your fans question your ethics your business will lose credibility.

Turn lemons into lemonade; look at the glass as half full, not half empty. These are wise words to live by.

Now that we know, share the solution.

A business owner told me his employee was drunk at a local bar and when the business owner confronted him the employee told him it was none of his business. He was drinking on his own time. Was it his business? You bet it was. But maybe he should have first discussed it with his lawyer before confronting his employee. You and your business are always on display. Several years ago I was traveling with an associate who decided to spout off about how stupid a prominent official was; of course his next-door-neighbor was sitting behind us.

I think Tiger and his marketing gurus should read the Velveteen Rabbit; have you read it? It’s a kid’s book written for adults. Maybe it will help them put a plan together. Here is a passage: If you want, you can have Meryl Streep read it, just click here.

"The Skin Horse had lived longer in the nursery than any of the others. He was so old that his brown coat was bald in patches and showed the seams underneath, and most of the hairs in his tail had been pulled out to string bead necklaces. He was wise, for he had seen a long succession of mechanical toys arrive to boast and swagger, and by-and-by break their mainsprings and pass away, and he knew that they were only toys, and would never turn into anything else. For nursery magic is very strange and wonderful, and only those playthings that are old and wise and experienced like the Skin Horse understand all about it.

"What is REAL?" asked the Rabbit one day, when they were lying side by side near the nursery fender, before Nana came to tidy the room. "Does it mean having things that buzz inside you and a stick-out handle?"

"Real isn't how you are made," said the Skin Horse. "It's a thing that happens to you. When a child loves you for a long, long time, not just to play with, but REALLY loves you, then you become Real."

"Does it hurt?" asked the Rabbit.

"Sometimes," said the Skin Horse, for he was always truthful. "When you are Real you don't mind being hurt."

"Does it happen all at once, like being wound up," he asked, "or bit by bit?"

"It doesn't happen all at once," said the Skin Horse. "You become. It takes a long time. That's why it doesn't happen often to people who break easily, or have sharp edges, or who have to be carefully kept. Generally, by the time you are Real, most of your hair has been loved off, and your eyes drop out and you get loose in the joints and very shabby. But these things don't matter at all, because once you are Real you can't be ugly, except to people who don't understand."

"I suppose you are real?" said the Rabbit. And then he wished he had not said it, for he thought the Skin Horse might be sensitive.

But the Skin Horse only smiled.

It looks like our Tiger is about to become real. I wish him the best.

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