Like it or not, LeBron James' 'Decision' is all part of the plan, and it's working

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James_numberone.pngWhen word broke that LeBron James would be announcing his decision regarding the biggest free agency signing in NBA history in a one-hour special on ESPN, the criticism exploded the internet like Brazil going down in flames did to Twitter.

Everyone and their mother wants to point out LeBron’s ego, his unfathomable self-concept bent out of control. The word “ridiculous” has been used about a zillion times along with other nastier words. James is construed as being overly self-important by the same people who have posted thousands of stories over the last week about him. Believe me. I’m one of them.

And I’m here to tell you that James’ decision surely strikes of arrogance. And it strikes of super-ego and not in the Freudian sense. It reeks of a media culture gone overboard, having lost any sense of perspective or rationale, and it cries out a desperate need for attention from one of the most powerful men in sports.

I’m also here to tell you it’s genius. And that it’s exactly what LeBron James should do.

Recognize that the people who are saying they won’t watch this debacle, who are filled with outrage over James’ little dog and pony show? James doesn’t need them. Doesn’t care about them. They’re going to follow what he does anyway. He’s already got them. These are sports fans and media who are dialed into the NBA. They know enough about James to dislike the way he chews his nails on the sideline or his mannerisms in interviews.

You know how they know those things to dislike them? They watch him. All the time. They’re immersed in sports media. And so those people have nothing James is trying to reach. They are not his target with this. If they were, he’d simply release a statement or leak it to the most convenient reporter, many of whom are currently criticizing him but would beat their own mother with a roll of quarters in a sock to get word of what jersey James is rocking next season.

He’s got no use for us, because he already has us.

But you know what he does have use for? Everybody else.

James has often had the term “global icon” tied back to his business goals and branding image. It’s a strong term and one that has a lot tied to it. It’s difficult for a sports entity to reach that kind of level, especially in a day and age where things live and die in a matter of months (the Jonas Brothers were a really big deal two years ago; cower in fear Justin Bieber). Athletes have an even more difficult row to hoe. Most of the brand expansion opportunities are controlled by their team, by their league, by the networks that air the games they play in. They don’t have that much power on their own. But James and his team have recognized this moment and are using it as a launchpad that will directly put them on another level with the people that matter most. Casual sports fans.

Thursday night, in the middle of the NBA offseason when nothing is really going on in the actual sport, 90% of all sports bar televisions will be turned on LeBron James. In Kansas City, Missouri, a local bar called Lew’s is having a “LeBron James Watch Party.”

There is no NBA team in Kansas City. Nor in St. Louis, or anywhere close to nearby until you hit Oklahoma City.

That’s how much impact James’ event is having.

Try and imagine tomorrow night, as all across America, all across the world televisions are flipped to ‘LeBron James Presents: The LeBron James Show! Starring: LeBron James!” People who don’t even normally watch the NBA, who didn’t catch a lick of the Eastern Conference Semifinals will be seeing his face everywhere. Everyone will be betting on where he goes, talking about his personality, even discussing how ridiculous the event is, even as they keep watching. Boyfriends, girlfriends, friends, spouses, brothers, sisters, business associates of people that want to watch will all get caught up in it, even for the hour. He’s the most famous person in America tomorrow night. Think about that.

You know who doesn’t care if something is a complete circus? The ringmaster. Because he’s counting your hard-earned bills after you’re done staring at the Bearded Lady.

The show is being sponsored by Vitamin Water, McDonalds, and Nike. That’s the kind of push he’s getting. Yes, those are all James sponsors. But you don’t think Burger King, Red Bull, or Reebok wouldn’t have jumped through fire to get spots? He’s donating the proceeds to charity, which means that when it plays to the casual fan, it softens the blow. Sure, bloggers and pundits and NBA die-hards will retch at the spectacle, but the middle-class father of two, sitting at home flipping channels and watching after he heard a guy from work talk about it? It plays well with him.

And that’s what James is shooting for. It makes him more than just a basketball player. What he does matters. So much, that you and all your friends remember where you were when he announced who he was signing with. It’s too much. Of course it’s too much. You have to be too much in order to get penetration in the biggest niche market of all: everyone else.

You can be disgusted by it, you’re well within reason to. But also bear in mind that James’ pursuit is something more than what just being a great basketball player can do for him. He wants to have a business empire that extends beyond the fans that buy his jerseys and cheer for him at games. He wants a place in the cultural and business atmosphere that is rarefied and extremely difficult to reach. It takes an inordinate amount of planning, expense, and effort to execute.

Thursday night, Lebron James can put himself on the map in a way few athletes, few people, ever have. The world stops for him tomorrow night.  We can turn our cheek or up our nose or whatever we’d like but this isn’t about a handful of people, it’s about the world.

And right now, King James has it in the palm of his hand.

Report: Knicks grumbling about Jeff Hornacek’s lineups and rotations

DENVER, CO - DECEMBER 17: Head coach Jeff Hornacek of the New York Knicks watches as his team plays the Denver Nuggets at the Pepsi Center on December 17, 2016 in Denver, Colorado. NOTE TO USER: User expressly acknowledges and agrees that , by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement.  (Photo by Matthew Stockman/Getty Images)
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Knicks coach Jeff Hornacek has seemingly steered clear of the Phil Jackson-Carmelo Anthony feud. Hornacek has even avoided Jackson, one of the greatest coaches of all time, overly interfering.

But Hornacek hasn’t sidestepped every fissure in New York.

Veteran Knicks are reportedly frustrated with the defensive scheme, though some of that resentment could be pinned on assistant coach Kurt Rambis. Derrick Rose has reportedly been increasingly frustrated with Hornacek. And apparently he’s not the only one.

Ian Begley of ESPN:

Privately, players have been grumbling about lineups and rotations during the recent losing skid, according to sources. Brandon Jennings hinted at this after Monday’s loss when he spoke with frustration about the inconsistent nature of the Knicks’ recent lineups.

“Every day is something new. So just got to be ready I guess. You never know when you’re going to play,” he said.

Jennings was asked if the inconsistent rotations make things difficult for players.

“Yeah, when you come in here you don’t really know what’s going to happen, so it’s kind of no consistency and it’s really tough right now,” he said. “Right now, you come in here you don’t know what’s going to happen. I’m struggling. It’s difficult for me, because I don’t really know what’s going on. Just take it one day at a time.”

Jennings isn’t the only player expressing dissatisfaction beyond anonymous leaks.

According to Marc Berman of the New York Post, Rose and Hornacek yelled at each other after Rose – who called on Hornacek to coach defense harder – got beat by Dennis Schroder on this play:

Berman reports Kyle O'Quinn also glared at Hornacek after being subbed out during the Knicks’ loss to the Hawks.

After the game, Courtney Lee – whom Hornacek removed the starting lineup – posted and deleted photos of Dumb & Dumber on Instagram. Lee then followed with this caption:

I posted a pic of dumb n dumber cuz that was my mood, no jab at no1. It’s dumb that we have a talented team and we’re in position to win games n keep losing by 1 possession. We’ll figure it out collectively as a team but that was my mood after the game. Has nothing to with any change, rotation, system, players, coaches, so let that be clear.

Are we reading too much into vague social media postings and distant body language? That is a real risk.

But Hornacek still appears to have issues with these Knicks. The debate should be a matter of the depth of the problems, not whether they exist.

This is what happens when teams lose 11 of 13. Players get frustrated and grumble.

The coach also often adjusts the rotation, which Hornacek has done, including starting Ron Baker. Jennings and co. haven’t earned stability in their roles. When they had that, they were losing.

The question now: Can Hornacek reclaim the players’ trust, which would help the team break its skid? Or does the griping – and, partially as a result, the losing – continue in a season-destroying snowball?

PBT Extra: Carmelo Anthony/Phil Jackson rift just adds to Knicks stagnation

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Carmelo Anthony and Phil Jackson had a chilly talk, and Anthony told Jackson the star forward wants to stay in New York. Which, based on the mind games we’re seeing, is not what Jackson wants — although you get the feeling Jackson wants to move Anthony to bring in more stop-gap, win now pieces rather than try to build a future around Kristaps Porzingis.

Which all speaks to why the Knicks have made the playoffs just three times in 13 years. What is the Knicks long-term plan?

I discuss it all in this latest PBT Extra. Well, except the long-term plan because nobody knows what that is.

Rajon Rondo strangely runs behind Rick Carlisle during play (video)

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This would be ignored – still odd, but ignored – if it weren’t for their history.

But Rajon Rondo running behind Rick Carlisle during the Mavericks’ win over the Bulls raised a couple eyebrows in curiosity and drew a few chuckles. What was Rondo doing?

At least Carlisle explained why he didn’t call timeout before Wesley Matthewsgame-winning 3-pointer. The Dallas coach had Rondo in mind.

K.C. Johnson of the Chicago Tribune:

Mike D’Antoni: “James Harden was the perfect superstar for how I would like to coach”

WASHINGTON, DC - NOVEMBER 07: James Harden #13 of the Houston Rockets looks on against the Washington Wizards during the first half at Verizon Center on November 7, 2016 in Washington, DC. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Patrick Smith/Getty Images)
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It’s not exactly Seven Seconds or Less Part 2 in Houston, but it may be closer to Mike D’Antoni’s ultimate vision.

The Rockets are 32-12 with the third-best offense in the NBA (Toronto and Golden State), and it’s an analytics wet dream of threes and shots at the rim. It’s all come together because James Harden bought in. Steve Nash ran the offense brilliantly but differently — Harden is as good or better with his style (which gets him to the line more often).

The brilliant Howard Beck at Bleacher Report got everyone to talk about the Rockets rapid rise and how it all came together. It’s must read. Plus there are some brilliant quotes, starting with Harden about D’Antoni pitching the move to point guard:

“I thought he was crazy,” says Harden, who earned his stardom at shooting guard….

Or as D’Antoni put it, “James Harden was the perfect superstar for how I would like to coach.”

“People always ask, ‘You traded for him; did you know he was this good?'” (Rockets GM Daryl) Morey says. “I’m like, ‘F–k no!’ I mean, we thought he was extremely good and better than other teams probably did.”

But not top-five good or, say, top-three, which Morey would make the case for today.

Harden is MVP-level good. What’s more, the Rockets are knocking on the door of contender good. The pedestrian defense isn’t there yet (18th in the NBA for the season, 15th for the month of January), questions about depth and if young key cogs like Clint Capela can grow into the roles the Rockets need them to, and there are the health concerns considering the histories of Eric Gordon and Ryan Anderson.

But the Rockets are dangerous right now and could reach the Western Conference Finals this season if healthy and things break right (their style and athleticism would be a tough test for the Spurs).  And the story of how it all came together is fascinating.