Jim (our James!) has previously written about LeBron James here at AuthenticityBook.com; see the December 21, 2007 journal entry:”Lebron James: Witness authenticity?“ More importantly, do read the Fortune magazine cover story that triggered Jim’s commentary: “LeBron Inc.: The building of a billion-dollar athlete“. In the Fortune article, LeBron James himself identifies authenticity as something he says he takes into consideration when making decisions (the very discipline our book encourages be factored into any decision for any offering or brand).
– Watch “The Decision” hosted on ESPN by LeBron James:
– Read the letter to Cavs fans from Cleveland Cavalier’s owner Dan Gilbert
(accessible via this link):
(accessible via this link):
– Then consider how LeBron James is thought of — and thinks of himself — as a brand: “King James, “the Chosen One,” and so forth. And consider how his signing with the Miami Heat will impact the perception of authenticity. Is he being true to himself? Is he doing what he says he is doing? (Will worldwide sales of his jersey go up or down? Will he get more or less endorsement opportunities? Is this move one that will increase or decrease future business opportunities?)
How would you characterize his decision? Was it…
– Real-real (true to himself; is what it says it is)? Above all, he wants to win multiple championships; despite his decision, he does mean it when he says he never wanted to leave Cleveland;
– Real-fake (not true to himself; is what it says it is)? He should have stayed with Cleveland — and he knows it; but after much angst, he has to go to where (he says) he thinks he can best win multiple championships;
– Fake-real (true to himself; not what it says it is)? It shows his true self; his reasons for leaving Cleveland and going to Miami are more than (or other than) what he’s sharing;
– Fake-fake (not true to himself; not what it says it is)? He should have stayed with Cleveland — where he’s from is who he is; and like he said: he never wanted to leave Cleveland.
The different approaches for each mode that we outline in Authenticity provide clues as to what LeBron James must do now if he wants to render authenticity:
– If deemed Real-real, then LeBron should “Get Real” and transcend any inauthenticity by relentlessly pursuing Real-real in all he does here forward;
– If Real-fake, then he should “Reveal the Unreal” and acknowledge the inauthenticity by emphatically demonstrating where the decision was not true to himself;
– If Fake-real, he should “Create Belief” and mask the inauthenticity of his decision by comprehensively creating an alternative but believable reality in Miami;
– If Fake-fake, he should “go Faux” and celebrate the inauthenticity by boldly embracing the fake-fakeness of his decison, in where else, South Beach.
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Looks like LeBron took the easy way out to me. Taking on the challenge of winning a title for his hometown in Cleveland would have been worth several championships with the new, stacked “Big Three” in Miami. He should have stayed the course in Cleveland, and his popularity would continue to soar, which automatically increases his income with more endorsements!
I must parallel Jim’s statement. If Lebron would have remained and continued to strengthen his brand connection with the Cleveland fans, he would have followed in the of other “Hometown Heroes.” I look at Brent Farve as in this same category. Brent, up to and after his retirement, was the essences of what it meant to be a Packer. No matter the odds or obstacles, be true to yourself and your fans. Be a Packer. It was only after coming out of retirement and switching teams did he loose all authenticity as a Hometown Hero and eventually as a Real Packer.