The level of disappointment that the world holds towards Lance is certainly plausible, in as much as the amount of hope and positivity that Lance embodied towards the fight against cancer which gave millions around the world a reason to live and face another day.
And now that the light has faded away, many people are left in the dark, especially key stakeholders that have shaped the Armstrong brand - his corporate donors and business endorsement sponsors.
While they expressed their concerns regarding negative brand association and the business implications thereof, resulting in withdrawal of sponsorships and filling of court cases to recover monies from the Armstrong Foundation can be regarded as legitimate, the 'real' public relations opportunity has been completely missed.
At present, as the world reflects and the questions are being raised, now more than ever can the general society, civil organisations and the broader community engage in a 'real' and deep-seated conversation about the issue facing the world.
The Armstrong debacle has presented that platform, and the sponsors that have rallied behind Lance and his live strong message all these years, have a tangible podium to lead from the front and further entrench their ideals and commitment towards a campaign for positive change. By doing this, they embrace a position of grace and foster a much better, more future oriented solution by helping society navigate through the current challenges.
As the closest stakeholders to the Armstrong brand, the sponsors could have better engaged the reputational crisis strategically in order to resolve pressing challenges present, instead of taking the easy way out. The associated brands would consequently be perceived as taking a leadership position by finding means of becoming a part of the solution.
While they have every right to proceed with legal actions and rethink their business direction, I argue that the case against hope and our society's ability to fight for its survival then become slim. The more resources we mobilise towards the irrecoverable, the more the victories we lose. The Armstrong saga has become bigger and more important than just one person; it has now evolved into a global issue.
If it is so easy to blame and point fingers, and curse; it can also be quite easy to have it any other way. By choosing to acknowledge, accept and understand. But most importantly to forgive and begin to put hope back in its rightful place again.
When those with money can use it towards a good cause and those with a voice find gladness in the resounding of hope. We all have a part to play, not towards celebrating a downfall, but through creating a better tomorrow. In this way, the world will reorganises itself for a new and higher living order.
