Okay, class, name twelve things Justin Trudeau did wrong: How not to handle a scandal.

This latest nightmare for the Prime Minister is still news in another work week. This should have been fluffed off by now.

The big tactical errors coming from the Jive Turkey are amateur errors. Do not say that a demoted minister is in agreement with you because she is still in cabinet because you have just given her a prime opportunity to upstage you by resigning. Don’t be a nerd.

And the long non-denial denials. Good gracious, if there was nothing amiss, you would have said it right away.

And now your Big Meany press conference trying to paint a wronged minister as a duplicitous villain. If the PM didn’t look guilty before, this last hot mess pretty much blares the opposite.

He is acting like a jilted boyfriend who pretends to be nice about it, until people find out why it happened, and then he gets nasty. How dare she?

She dared, all right, and not everyone is buying the excuses from the PM. She put up and shut up long enough. The trolls at the Toronto Star keep wondering why she didn’t resign or speak out, but it is not a stretch to say that you will endure a lot when you are the groundbreaker until you see the ground you are breaking is filled with toxic waste and you have to cut your losses and leave.

Like Jeff Bezos, the Prime Minister’s own narcissistic insistence of trying to control everything in the optics department is backfiring on him. This scandal has legs because he keeps walking it in circles. In the public eye you have various phases: the breakout honeymoon phase, the positive press phase, and then when you screw up, the give him the benefit of the doubt phase.

When you go one step more, you are entering negative territory. Mark Zuckerberg found this out the hard way. The script doesn’t deviate. The more goodwill you send, the faster you accelerate into negative territory. You will never go back to the honeymoon phase, and you cannot manipulate 7.4 billion people.

But arrogance compels former media darlings into trying to punish the naysayers. It doesn’t work. It is like kicking the car that you drove into a bad neighbourhood. Asshole, you drove it there yourself. Hitting the car won’t make it turn around.

You can take so many hits before you run out of goodwill.

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Goodwill is a precious resource and gift. You may have been conniving enough to take it from people, but once it is not appreciated, you are in serious trouble. You can always make a comeback, but that requires contrition, making serious concessions, admitting wrongdoing, and understanding the nature of the dynamic has changed.

Trudeau is stepping in so many piles of horse dung it truly is shocking. The sins keep piling up, and he has taken responsibility for none of them.

October should be a very interesting month, indeed…