Whatever your thoughts about what Ray Rice did, Roger Goodell's handling of the scandal is a textbook example of how not to maintain frame. TV ratings and attendance are sky high, the NFL is making record profits and is the world's most valuable sports league. But this scandal may well cost him his job.

Let that sink in for a moment. A drunken woman who decided it was a good idea to spit in the face of a 220 lb Pro Bowl running back might just bring down the commissioner of the world's most profitable sports organization!

First mistake: unnecessary apology: He should have let the SJWs and the White Knights screech as much as they wanted about how lenient the punishment was. But he should never have apologized. There were a number of arguments he could have used: Janay Rice forgave him, he wants to preserve their marriage, Ray Rice learned his lesson, Rice was a first time offender etc.

Whichever argument he used (and he could have used all of them) was irrelevant. He should have stood by his decision and stated that he looked at all the facts. People would bitch and complain on Twitter and Facebook, but eventually the scandal would boil over and the NFL would continue to make billions.

Second mistake: caving to pressure/shaming: After all the bitching and moaning, he changed up NFL policies. This was completely in reaction to the criticism he faced. Then, after the video released he indefinitely suspended Ray Rice. The SJWs rightly pointed out that the release of the video shouldn't have had any bearing on his decision.

Now, even though he did exactly what the critics wanted him to do, it's apparently not nearly enough. You give these people an inch, they will take a mile. Now people are questioning his judgement and his competence. His reputation might just be irreparably damaged. By caving to the pressure and shaming, he basically acknowledged that he mishandled this issue.

Always Maintain Frame Control: The NFL's incredible success, the confidence of the franchise owners and players' union all mean nothing now because of this scandal. Stick to your guns, gentleman. Hunker down and weather the storm of criticism....it will eventually pass. As always, actions speak louder than words. Roger Goodell ceded the frame in what should have been a minor bump in the road and it could be the end of his run as commissioner.