Here is an easy one.  The first time he spoke, he should have denounced the white supremacists and Nazis.  He tried to draw some sort or moral equivalency between the racists and the counter protesters, which is what has people so incensed.  In trying to draw some sort of moral equivalency between the 2 groups, he ended up tacitly defending the racists.  Since then, he has doubled down on this behavior, which is why CEOs and others seem to be leaving his advisory councils in droves.