The model for a retired golfing superstar has been set. Jack Nicklaus and Arnold Palmer have written what I would call the perfect book on how to do better in your retirement than in your actual career. Now it is Tiger’s turn.
I am not certain that we can agree that Tiger’s career is completely over, but his days of being a dominant force in the game are over. He is now giving interviews in which he says everything right up to “I am retiring.” I can understand the urge to spend time with his kids. Right now with his injuries and how he has played lately they probably bring him ten times the joy of anything golf-related. Add to this, his relationship with his father was so strong, he likely wants to mimic that relationship with his kids. His father was a teacher and now Tiger likely feels the urge to teach his kids as he was taught. Good for him.
Now Tiger has to change, and we can already see the groundwork for him to do this. His recent interviews are a start. We see more of a person who looks to be more open so that we can now get to know Tiger the person rather than Tiger the golfer. Tiger the coach, the parent, and not destroyer of other golfers on the course. You can see that now he is beginning to think of himself as a brand outside of golf. This is all very good for Tiger and for golf.
Tiger’s retirement can now consist of Ryder Cup captainship, golf course design, clothing, commercials, and hosting golf tournaments. I also hope when the time is right he will be open to the idea of going to the Masters with Phil Mickelson hitting the opening tee shot. The more he is willing to do these kinds of golf-related activities the bigger his brand will become.
He does not necessarily need to follow the Jack Nicklaus model. He could also do the Greg Norman thing by starting different golf- and then later non-golf-related businesses, then eventually become an announcer. I doubt he will do that because it isn’t really a fit to his personality but that is another option as well. Greg is younger than Jack and television is such a big part of the game now that is something he can do. Really the possibilities are endless.
This new phase of Tiger will need to make some adjustments. One I still stand firm that to change his image he needs a fresh face to lead his press team. He needs to part with Mark Steinberg. I understand Tiger’s loyalty toward Mark, and even when Mark hurt him, Tiger has stayed loyal. But he needs to make this change in order to change the perception of who he is. It is a natural time to make the change, to someone softer, someone who knows how to build a brand for someone not making a living on the field of play.
I also believe he needs to be more willing to share more about himself to us. I think he needs to go back to the young kid who burst onto the scene in 1995. Free spirited, unguarded, a good sense of humor, that guy will be likable. That is the guy I want Tiger to become again. Over the years the media has tamed that person. Essentially to protect himself Tiger has hidden that person from us. He needs to find that person, and once again be unguarded with us. He can start out with things like how he practiced. How he prepared for the majors. How he worked out. Then start to share details and stories about his victories. How many times have you heard the story about when Jack’s son was on the bag at Augusta in 1986 and on the 16th hole Jack hit his shot and his son said “be right” and Jack turned to him and said “it is”. At least a dozen for me. It is a corny story, but an insight to what went on inside the ropes. Tiger needs to share some of these stories. I think all of us would enjoy them.
The interesting question that remains is how will history treat Tiger. Currently he has more media that dislikes him than like him. This is something the new image will have to correct. He can still have guys who dislike him, guys who we know have a beef with him, like John Feinstein, but he needs to turn a few guys who have been negative on him. Turning those guys will be one of the major things that changes peoples perception of him. The last few years he has softened and now we sort of a major softening, but the bridges he burned with many in the media will need to be repaired. I believe he can do it, again I think he needs someone other than Steinberg but it can be done.
The media will be the one to build statues for him. Just imagine for a moment if Tiger could adjust Feinstein’s attitude towards him. Turn him positive, John would write glowing stories about how Tiger has changed, how he is matured, it would change everyone’s perception. Not saying it has to be Feinstein, but he has been one of the major negative writers to convince someone like him would convince everyone that he has changed.
Tiger changed the world of golf forever. For that all of us who play the game want to him to forever be a part of this game. To somehow some way be involved. The game of golf and all of us who enjoy it will be better for it.