This week billionaire and Los Angeles Clippers franchise owner Donald Sterling inserted his whole foot into his mouth, and this one might really hurt when he tries to pull it out. 

His next move needs to be near perfect. 

Donald Sterling has a bunch of real estate (where he made his baseline wealth), and in the past he has had to pay record racial discrimination penalties to the federal government for not wanting to rent his apartment units to minorities or whomever. We’re talking a record 2.7M fine from the federal government, but frankly, this amount didn’t really hurt a man worth close to $2 billion. They missed at least two zeroes, if it was going to hurt.

More so, you and I are not immediately reminded of his racial offense, and our associated consumer choice, every time we drive or walk pass by one of his apartment buildings. The people who live in his real estate may not have a clue he was ever fined in the first place.

But this last incident of Mr. Sterling's, this week, is different. Very different. 

Mr. Sterling has entered into a new realm of wealth building, and this new realm — NBA team ownership — almost requires him to embrace the one thing he seems unnaturally inclined to want to reject. Black people. 

Mr. Donald Sterling has been accused of going off, on record and even audio-recorded, complaining about ‘…those he cares about —- being seen with black people.’ Isn't this 2014 ladies and gentlemen?

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John Hope Bryant is the Founder, Chairman and CEO of Operation HOPE and Bryant Group Companies, Inc. Magazine/CEO READ bestselling business author of LOVE LEADERSHIP: The New Way to Lead in a Fear-Based World (Jossey-Bass), and is the only 2010-2012 bestselling business author in America who is also African-American. His newest book, due out May, 2014, is HOW THE POOR CAN SAVE CAPITALISM, and will be published byBerrett Koehler Publishing. Bryant is a Member of the U.S. President's Advisory Council on Financial Capability for Young Americans, and co-chair for Project 5117, which is a plan for the rebirth of underserved America.

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