Tiger's Mental Error

As an exercise in crisis management, the Tiger Woods story, now entering its third week, presents a fascinating case study. My colleague Jim Surowiecki has been writing some interesting stuff about how Woods's corporate sponsors have reacted to the endless revelations about Tiger's extramarital sex life: after initially standing by him, some of them are now cancelling their endorsement contracts.

We (and Tiger) should expect no more from profit-driven public companies. But what about Tiger a...