The Bill Cosby – Donald Trump feud that erupted on the Today Show and continues today is a lesson about staying on message. Cosby appeared on Today to discuss education reform but that message got obliterated when he said Trump was “full of it.” The question was almost a throw away because Trump appeared on the show before Cosby. Trump responded by saying Cosby was dishonest. I don’t think either man benefits from the exchanges and they certainly don’t help the message strategy or cause of either one. Message discipline sometimes requires keeping opinions to yourself.