Accenture High Performance Delivered by a Tiger

I must admit, I know really nothing about Accenture. I don't know what they do, where they do business, who they serve, nada. But, what I do know is that they recognize character when they see it and have captured it beautifully with their Tiger Woods campaign.

They have connected Tiger and Accenture in a powerful and impressive fashion. You can't open a Wall Street Journal or a New York Times without seeing one of their full page ads. Walk through any international airport and you will see several large illuminated plasma screens with striking pictures of Tiger in some golfing situational predicament. They have the Tiger's tail and are wisely making the most of the ride.

Obviously, Tiger's image is worth plenty, (they must be paying dearly) but, what is most impressive about Accenture's strategy is that they have brilliantly used Tiger's famous mental character to define the company's business essence.

(PICTURE) Tiger, hands on hips, deep in thought, standing in waist high grass considering his next move
(CAPTION) "It's not a setback. It's a test."
What do we know? Accenture is all about the challenge and the "can do" spirit to handle any difficulty.

(PICTURE) Tiger standing with one leg on a rock, the other in the pond, tree to his right and trees over the ball
(CAPTION) "Attitude 50%; Aptitude 50%"
What do we know? Nothing is impossible. Accenture has the confidence to risk and the strengths to succeed.

(PICTURE) Tiger holding U.S. Open trophy for all to see, big smile, red shirt
(CAPTION) "Outperforms Competitors: 49%; Outperforms Self: 51%
What do we know? Accenture knows how to compete, loves the "game" and will never rest on its laurels.

Whether or not you ever do business with the Accenture people, you can at least make use of their clear and insightful descriptions of what it takes to succeed in the world. Personally, I wish Tiger all the good fortune he has earned. He may be one of the clearest examples of the character of extraordinary success. Yet, beyond the silvery celebrity of his image, all of us can grasp the simple elements of character that can brighten our own lives and perhaps, our golf games.