Over a decade ago, we had the chance to work with Jeanie Buss during a crucial moment in Lakers history. Even then, it was obvious—Jeanie wasn’t just running a team. She was building something far deeper: a living legacy.
Now, with the news of the Lakers’ ownership transitioning for the first time since 1979, we’re pausing to reflect. Jeanie has always been more than a team owner—she’s a strategist, a protector of the brand, and a master at navigating change with heart and clarity.
Here are five lessons we’ve learned from watching Jeanie do what she does best—lessons every leader who’s serious about building a cult brand should take to heart:
1. Think Legacy, Not Just Season
When we worked with her, it was clear: Jeanie made decisions with the long game in mind. She treated the Lakers like a family member—someone you protect, invest in, and raise up with intention.
Takeaway: Cult brands don’t just play to win today. They’re built to last.
2. Winning Isn’t Enough—How You Win Matters
Jeanie believed in how the Lakers won. It wasn’t just about results—it was about doing it with flair, heart, and high standards. Her recent statement says it all: “Relentlessly, with passion and with style.”
Takeaway: Excellence is a mindset, not a milestone.
3. Work With People Who Get It
Even back then, Jeanie surrounded herself with people who understood the Lakers’ soul. That’s not easy. Her recent comments about Mark Walter show she still leads that way—values first, always.
Takeaway: You can’t build a cult brand with the wrong people. Values over résumés.
4. Protect the Emotional Connection
The Lakers aren’t just a basketball team. They’re part of people’s identity. Jeanie has always understood that. She respected the emotional investment of fans and led with that in mind.
Takeaway: The strongest brands live in people’s hearts. Treat that with care.
5. Change Happens. Do It With Grace.
Change is inevitable, but how you handle it says everything. Jeanie’s statement about the transition is a case study in elegance: honoring the past, embracing the future, and staying grounded in what matters.
Takeaway: Grace under pressure is a superpower.
Jeanie helped shape one of the most iconic sports brands in the world—and she did it with authenticity, smarts, and style.
We were lucky to witness it up close.
So here’s to Jeanie Buss: a true original, and a blueprint for anyone who wants to build a brand that stands the test of time.