THE DAVID MCNALLY REPORT        Volume 13, Issue 2.

TIGER AND TOYOTA - The Road to Redemption

Apart from both having brake problems, what do Tiger Woods and Toyota Motor Corporation have in common? Each has destroyed the trust of many who believed in them. Each has dramatically altered how others feel about them. Each has significantly damaged their reputations. Each has seen the value of their "brands" diminished by hundreds, if not, billions of dollars.

Is redemption possible? My answer is an unequivocal – Yes. But, whatever the future holds, how they are perceived will never be the same again.

A brand, whether corporate or personal, becomes strong when its values, expressed or implied, align with ours. Toyota succeeded because it lived and demonstrated the values of safety, quality and reliability. Today however, as millions of its vehicles are being recalled, doubt has surfaced as to whether or not Toyota remains committed to the high standards upon which its reputation had been built.

Tiger Woods brand was built on a commitment to excellence, to being the best and to being a role model. However, the nature of his recent actions clearly conflicted with the values of large sections of the population who saw a disconnect between what he projected and how he behaved. In an era where authenticity – you are what you profess to be – is highly valued, Tiger’s "image" has been severely tarnished.

The truth is the world doesn’t need Tiger or Toyota, no matter how many fans or customers they have. That thought should humble any of us. But I, for one, want to see them succeed in overcoming these calamities. How does it serve us to see talent and ingenuity forever banished because mistakes, no matter how outrageous and offensive, have been made? How are we all not better off from witnessing these icons of the sporting and automobile worlds act in ways that earn back our trust and allow us to once again to experience them at their best?

In contrast to the doomsday rants of the media, my experience is that the world is a very forgiving place. If we are willing to be honest about our mistakes - if there is a clear sense that we are sincerely contrite about how our actions have affected others - if others experience us as being deeply committed to making amends and, if our actions consistently demonstrate all of the above, we will be given another chance. However, not by everybody and that is the price we pay.

Tiger and Toyota have already taken the first steps to re-build their reputations. As expected the reactions to these efforts have run the gamut from extreme cynicism to surprising compassion. Experts included, no-one really knows when trust for either party will eventually return. However, to succeed in the court of public opinion, they must clarify their true values and demonstrate a relentless commitment to living those values.

But may I also suggest that it could benefit each of us to refrain for a moment from pointing the finger at Tiger and Toyota and join them in putting on a mantle of humility. Let us take the time to consider and answer, both individually and organizationally, the following questions:
What do we - do I - stand for?
What do we - do I - believe in?
What do we - do I - want to be known for?

The past cannot be re-invented or re- captured. The consequences of our actions, both bad and good, can be evident for a long time. However, if Tiger and Toyota succeed in redeeming their reputations, if they make us believe in them once again, if they raise the standards of their respective games to the highest of levels, an inspiring legacy will be left from which we shall all benefit – While our failings may not be forgotten, there is nothing that cannot be forgiven.

"Brands are built by People – Your People. Let my team align and inspire your employees to Be the Brand and ensure the growth, success and profitability of your company. In this highly competitive world, your future depends upon it."

David McNally

Call Jo Reinhart at 952-835-0300 or 1 800-228-1218 or email info@transformcorp.com and extend an invitation to a conversation.

© Copyright David McNally 2010. All rights reserved.