Everyone has an opinion about Tiger Wood’s apology but my initial thoughts are “an apology is not an apology when you bring up everything but the kitchen sink.”

Yes, there were some strong parts of Tiger Wood’s apology but I can’t help thinking that he spent the last 45 days writing it.

Wood’s apology covered all the bases with is part of the problem. It was focused on acknowledging and pulling on heart strings and setting the stage for “recovery.”

There were some positive highlights in Woods apology but much of it was – contrite. And I, as a few others, can see right through it.

So here’s what went well in Tiger Wood’s apology:

• He had a strong open and close so that is what most people will remember.
• Tiger did show emotion in his apology, albeit most of it displaced.
• Tiger wore the right colors for his apology, he wore a soft lavender to help him look more sincere and create visual integrity.
• The solid jacket and shirt allowed viewers to focus on his message instead of a pattern.
• His suit was the right fit, not too tailored  as to appear "vogue" and not to unshaped to appear disheveled.

Incidentally, Tiger Woods lavender shirt is one of the ways, I recognized that his apology was planned and deliberate BECAUSE only someone as good as I am as an image consultant would pick that color!  It was the perfect color.

Here are the tell tale signs of why I thought Tiger Wood’s apology was contrite:

• Tiger’s apology acknowledged too many people and too many things.  If he has a pet, I’m surprised he didn’t apologize to him too.
• In Wood’s apology, he mentioned strategy partners and not others. Why?  Because moving forward, he knows there is only one place where is money can come from so why either bother mentioning Nike.
• Tiger’s apology included mentioned performance enhancing drugs. This was mentioned only because if the American public thought he took Viagra, we would also assume he took steroids on the golf course!
• And there is one more HUGE tell tale sign that it blew his cover but that one, I'm going to reserve for my clients!

Finally, Tiger introduced religion into his apology, that’s a desperate move and typically reserved for men on cloth when they are caught behaving badly.   That’s when I spit my coffee because it was the final sign that the elements of his apology were pulled from all the “great apology speeches” in history.