Luka Don?i?: personal brand and the "ugly truth" we refuse to see.

Luka Don?i?’s recent trade from the Dallas Mavericks to the Los Angeles Lakers shook the basketball world. In exchange, Dallas received Anthony Davis, sparking heated debates among fans and analysts.

For some, this trade is yet another sign that loyalty has no place in the NBA.

That players are nothing more than assets in a massive game of transactions.

That in the end, only one thing matters—the value you bring to the system.

But this isn’t just a truth about sports. It’s a truth about life.

Every time a major NBA trade happens, we hear the same reactions: "How could they even think about trading Luka?" "Where is the loyalty?" "Players aren’t just numbers, they’re human beings!"

And they are right. Players aren’t just numbers. But the NBA isn’t just a game—it’s a business. And as with any business, the key question is: How much value do you create?

Luka Don?i? is not just a player—he is a crucial part of the league’s ecosystem, a franchise-defining figure, and a global marketing force. His worth isn’t measured just by his stats but by his impact on the team, revenue, and worldwide recognition.

That’s why debates about his future aren’t about feelings or loyalty. They’re about value—and that logic applies to all of us.

The economics of value: Why are you paid (or not)?

In economics, there is a concept called marginal productivity—which essentially means that your worth is not fixed but depends on how much value you add to a broader system.

In sports, this is easy to measure:

• How much does Luka contribute to winning streaks?
• How many points, assists, and defensive stops does he generate?
• How does he increase the franchise’s value and TV rights revenue?

However, the same principle applies to the business world.

If you’re an employee: Your company doesn’t pay you just because you’re a nice person. It pays you for the value you create. If someone else offers more for less, you are replaceable.

If you run a business: Clients don’t choose you because of nostalgia. They choose you because you solve their problems. If someone else does it better, you will become redundant.

If you’re a parent: Your value in the family isn’t just about being present—it’s about how you take care of your loved ones.

• Your contribution is not measured in money but in the impact you have on the people around you. You add value by providing security, support, or simply the energy that holds a family together.

In a relationship: Your value is measured by how much time and energy you invest into a relationship. You take it for granted & neglect it - bam, it falls apart!

The world doesn’t operate based on good intentions. It operates on the principle of value.

And in that sense, Luka is no different from anyone else.

I’ve never had a client pay me just because they “liked me.” Even if that happened, it wouldn’t last forever. A client pays you because you bring them value. The moment you stop adding value, you are no longer needed. You are out of the game.

The same applies in nature and the animal world

This principle isn’t just a human invention—you see it in nature, too.

In animal communities, individuals contribute to the survival and success of the group. Wolves hunt in packs, where each member plays a crucial role in catching prey and ensuring protection. If an individual can no longer contribute due to age or injury, their role diminishes, affecting their status within the hierarchy.

Research on primate social structures shows that individuals with stronger social bonds and active contributions to the group receive greater benefits, such as access to food and protection from predators. This highlights the universal principle of value across social structures in nature.

Just like in business, in nature, it’s not just about individual ability. It’s about your role in the ecosystem.

Humans are no exception. We are part of this system, whether we admit it or not.

What about the elderly?

You might ask: What about people who are no longer working? What about those who are retired or entirely dependent on others? Does that mean they no longer hold value?

Absolutely not.

A person’s value is not limited to economic or physical contributions. Throughout life, people invest in relationships, communities, and family. These investments pay off later in life.

If you have been kind, and supportive, and have built strong connections, you will likely receive the same in return in your old age. Your children, grandchildren, and community will want to be around you, help you, and support you. On the other hand, if you were distant, unkind, or didn’t invest in relationships, you may feel the absence of support when you need it most.

This shows that the value we bring is multi-dimensional. It’s not just about productivity—it’s also about long-term relationships and impact.

The above-mentioned are two of the most vulnerable groups in our society.

For thousands of years, humans have treated animals as resources. We know they are sentient beings, capable of feeling pain, fear, and even joy. Yet, we continue to exploit them in unimaginable and often horrifying ways.

And the elderly?

When someone is no longer active or “useful,” they often become a burden in the eyes of society. Caring for them takes time, energy, and resources. Many children decide to place their ageing parents in nursing homes.

I’m not saying that assisted living or retirement homes are inherently bad. In many cases, they can be the best possible solution. But we all know of stories where elderly parents are simply placed in a facility, paid for, and then forgotten. Their children waiting—sometimes impatiently—for their "burden" to disappear.

Today, we live in a time where many people are excessively privileged—not just financially, but in mindset, expectations, in entitlement.

And yet, while people loudly demand rights, justice, and fairness in so many areas of life, those who need help the most are often the ones left behind.

“Most people don’t really want the truth. They’re just looking for answers that confirm their prejudices.”

Does Luka have feelings? Of course.

Does Luka Don?i? have emotions? Absolutely. Does it affect him when people reduce him to just numbers? I have no doubt it does.

And the same applies to all of us. We are not machines, living solely based on economic worth. We have emotions, relationships, and a sense of belonging. We are empathetic beings who crave connection and warmth.

So, should we treat each other as mere resources, judged solely by productivity and efficiency? Of course not.

We should be kind to everyone regardless of what they bring to the world. We should help, support, and show compassion.

But facts remain facts.

The world we live in does not change its rules merely because of empathy. We can be kind and understanding, yet the world will still measure us by the value we create.

We can pretend it should be different. We can deny reality. But the reality remains unchanged.

Luka Don?i? understands this.

Do you?

Personal brand: How do you become more than just a number?

If your value depends only on how well you do your job, you’re vulnerable. Because there will always be someone who can do it cheaper, faster, or better.

But if you are a name—if you are a brand—then you are protected.

Look at successful people in any industry. Their power is not just in what they do—it’s in how they are positioned.

If you have a strong personal brand:

? You have greater negotiating power.

? People value you more (even when you’re going through a rough patch).

? Your influence goes beyond your current role.

Luka understands this. His value keeps growing because he is not just a great player—he is a symbol. His name is a brand.

And that’s a lesson for all of us.

Because if your value is based only on how well you perform your tasks, you are replaceable. But if you build your name, your network, your story—you are protected.

The world doesn’t operate based on good intentions. It operates on the principle of value.

To conclude …

Do I like the fact that everything comes down to business?

No.

I don’t like that the world measures everything through the lens of value. That those who contribute more, get more. That the world is a highly competitive place and that there’s no space for (the illusion of) perfect equality.

But is this reality? Yes.

So the question isn’t whether you like it.

The question is: How will you adapt?

Will you sit in the stands, criticizing those who are actually playing? Will you be the couch coach, always knowing better, but never taking action yourself?

Will you complain about the rules of the game?

Or will you learn to play—and win?

And build your brand …

It’s all (entirely) up to you.

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