When ego gets in the way, it usually leads to bad decisions.
Donald Trump's decision to skip Thursday night's presidential debate is not only a bad decision from a media and branding perspective, but it is likely also driven by ego.
By pulling himself out of the debate, Trump is giving the other candidates free rein to attack him – and unlike previous debates when Trump fought back – viewers will only hear one side of the story. In crisis communications, you always want to correct the record where it is wrong otherwise people will believe it.
The candidates always distort facts and platforms. You can't avoid that with presidential debates, but when you're on the stage, you at least have a minute or two to rebut it.
Trump has now lost his chance to rebut the candidates who might distort his record or views on the issues and get his message across to voters just as they go to the polls.