Since everyone knew this was coming, the TSA failed in talking people through the new steps, what was happening and why, in advance, instead of allowing iPhone recordings to rule the agenda. Once a leader has to mount explanations after the fact, the game is mostly lost.

The TSA is in a tough spot. Every encounter with the screening process is destined to be unpleasant: inconvenient waits, intrusions into personal privacy, the risks of rude workers - all the fun of dealing with the IRS, with the awful specter of September 11 in the background as the inescapable reason for the encounter.

The only real hope is not strategic reversal or weathering the storm. The TSA needs a frank conversation with the public about its mission and our shared interest in its success. The agency's job isn't really screening passengers, but keeping travel safe. A little less debate about touching our junk and a little more about safe skies would go a long way toward changing the tone - and giving the late-night comedians a smaller target.

Carol Kinsey Goman is an executive coach, author and keynote speaker.

The best way for any leader to deal with a widespread backlash to change is to avoid it in the first place. Bring those who will be most affected by the change - unions, frontline workers, customers - into the planning process. Remember, no one likes change done to them, while most people willingly support change that they are involved in creating.