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?