There have been many lessons to learn from the "Great Recession." But while the message is often clear, we can't always muster the courage, discipline or consensus to act on these lessons.

The National Basketball Association (NBA) is about to enter its second season -- the playoffs. And for a Laker fan in Los Angeles, there is much to look forward to. However, the current NBA collective bargaining agreement will end and we will have to witness another battle between the billionaires and the millionaires.

Why can't the NBA learn from other businesses that have successfully maneuvered through economic turmoil to achieve profitability?

If the reigning NBA Most Valuable Player, LeBron James, was a stock, would you find it was of any value as an investment? From my perspective, it would not be, unless Mr. James were to make some key moves off the court to mirror his talent on the court. The first thing I would tell him is to SHUT UP!

He needs to recognize that it is only natural for people in Cleveland to feel betrayed after years of support and adulation ended in a sputter, with nothing to fill the void. It is only natural for them to feel even worse after the self-serving arrogant way they were informed during a totally over-the-top television special.

Last night ESPN, a subsidiary of Disney (DIS), gave Jim Gray and LeBron James an hour to sit in a Boys and Girls Club in Greenwich, Connecticut to announce that the King will be playing basketball in Miami for the next few years. Aside from being a colossal waste of time -- this announcement shifted the balance of power in the NBA straight to South Beach.

Yet again, Cleveland feels the sting of sporting failure as the city's native son packs up his bags and heads elsewhere -- leaving nothing behind but the carcass of an NBA franchise, one furious owner, and a bunch of very angry fans. It appears that Cleveland will have to watch James win a title elsewhere -- just as it had to do with the Baltimore Ravens.

Tonight, the Boston Celtics battle the Los Angeles Lakers in Game 4 of the 2010 NBA Finals. It is safe to say that the people of California are rooting for the Lakers to win the basketball series, while those of Massachusetts support the Celtics. But could the outcome determine the direction of the stock market?

It is not clear that the stock market even should care. After all, the National Basketball Association is not a publically traded company. It is not the biggest business in America by a long shot. Most people's jobs and salaries are not dependent on 10 men running around on a court, and rightfully so. Maybe the economy has no interest in the sport.

With close to 60 million users, Twitter is a force corporate marketing departments just can't ignore. The reach offered by this microblogging platform is profound, and skipping it means yielding digital turf to the competition.

Yet, as the country's major brands have flocked to Twitter, not all have mastered it. Some merely push headlines and deals, while others have used it as a way to open a dialogue with their customers, build relationships and ultimately grow their businesses. A study by The Big Money sought to determine the dozen companies that are mastering Twitter and why they are the masters.

Who has heard about this controversy with a college player dunking over LeBron James? If you haven't, I'll recap the story:

LeBron was at his LeBron James Skills Academy when a pickup game started. Jordan Crawford, a college player at Xavier University (here in my hometown of Cincinnati), was playing when he blew by his defender and then hurled himself at the basket. He unleashed a monstrous two-handed slam dunk, over the top of the hapless defender -- who just so happened to be LeBron James.

Imagine that, Jordan Crawford -- who usually unleashes his fury on the powers of the Atlantic-10 Conference, stepped up his game and dunked on one of the best current players in the NBA. Yes, this dunk alone is enough to make news on basketball message boards -- but why am I discussing it here in JockStocks? Because of Nike's (NKE) reaction.

The big news in sports this week was not LeBron James winning the MVP, nor was it the Kentucky Derby, Manny Ramirez and his drug test have made a late run at story of the week, but I am giving the sports story of the week to the Phoenix Coyotes and the NHL.

Let's start with the Coyotes. The team has filed for Chapter 11 bankruptcy and it seems that the team is destined to move, although Commissioner Bettman (some who call him Fraudmissioner or Failmissioner) contends that won't happen. Rumors have the team pulling up roots and heading to Hamilton, Ontario - making the Coyotes round trip come back home (for those unfamiliar, the Coyotes started in Canada and were moved). I have long touted the Coyotes as one of the problems of the modern NHL. This is a team that is truly a fish out of water. Even with history stretching back to the halcyon days of the Winnipeg Jets, the team could not (or would not) be embraced by fans whose only exposure to ice was to watch it melt in their iced tea. The ownership was attracted to Phoenix because of the promise of big money, and boy did it backfire.

Turns out no one is safe from the economic downturn, not even an NBA franchise. The New Orleans Hornets dumped Tyson Chandler (and his paycheck of $12.3 million next year) on the Oklahoma City Thunder. The Hornets received Joe Smith and Chris Wilcox in return, along with the draft rights to DeVon Hardin.

According to various outlets (including ESPN.com), the Hornets have long been shopping Chandler for "financial reasons." The two players received in return have contracts that expire at the end of the season, so this is the classic rent-a-player scenario for the Hornets. New Orleans' payroll was set to hit $77 million next season, and they felt strongly enough about keeping that number in check to deal Chandler.

Just a few days after General Motors (NYSE: GM) broke the news that it was ending its endorsement deal with Tiger Woods, NBA phenom LeBron James' agent told reporters that Microsoft (NASDAQ: MSFT) would not be renewing its two-year old marketing deal with the Cleveland Cavaliers forward.

King James, as he is known, appeared in commercials for the Windows Vista operating system, but very little else came of the partnership. According to The Associated Press, "The partnership faltered when Microsoft executive Joanne Bradford, who struck the deal with James, resigned as head of the company's media network this year."

These celebrity endorsement deals attract little attention from investors when times are good, but with most companies faltering now, they seem to be attracting more ire. James' seven-year, $90 million deal with Nike (NYSE: NKE) makes sense: LeBron James is a powerful force in selling basketball shoes. The terms of the Microsoft deal were not disclosed, but it seems unlikely that James contributed to any increase in sales of Microsoft products -- would anyone choose their operating system based on a basketball player in a commercial?

I can't help but question the motives behind these kinds of endorsement deals: are they inspired by a desire to drive sales and create shareholder value or a desire to hobnob with celebrities?

Most people in the United States and for sure shareholders of losing companies have been railing against executive pay for many years. It is generally agreed the salaries, bonuses, stock options, deferred compensation, and retirement packages have become ridiculous and do not reflect anything other then the "good ol' boy network" operating at its worst.

Compensation committees substantiate their decisions in a fashion that outlines plausible deniability not merit, value or truth. They do not reflect shareholders, employees, or customers best interest. They reflect a tight knit group that has to pay and pay big so that they can get theirs in the next round.

This brings me to the National Basketball Association and its use of the salary cap. We just witnessed an NBA finals where the better team won (Boston Celtics in six games) and that is the nature of the game. It's five on five, the best player does not take every shot and the best player cannot defend the other team by himself.

Yesterday could have been the end of the NBA season, but the Los Angeles Lakers forced a game six in Boston -- not so much by winning; more by having a "refuse to lose" finish that they could not muster before. I am quite sure David Stern is fine with that outcome. ESPN, and ABC television owned by Walt Disney (NYSE: DIS) must be ecstatic. The NBA officials will earn another paycheck, and the sponsors? They are praying for a game seven for sure!

Yesterday, prior to the game, I posted Sunday Funnies: Lakers/Celtics -- NBA business success, and dedicated much of the word flow to all the clamoring about NBA officiating and reasons why the game had issues. Today is all the about the cash.

While the Super Bowl is the hugest of events, an NBA Finals is a saga with twists and turns, and this one so far has had many. The Lakers face insurmountable odds of winning two games in Boston so they have been as much as counted out already.

Laker star and NBA Most Valuable Player Kobe Bryant has posed the most interesting perspective on the challenge his team faces that I can ever remember. He said, prior to the game, that since he did not go to college he viewed his situation like making the Elite Eight referring to Division I college basketball March Madness. He said, you just have to feel grateful you are there and know that you have to win three games to win the tournament.

The National Basketball Association (NBA) led by commissioner David Stern, Esq. has been a spectacular financial success over the past two decades. Even after Michael Jordan hung up his jersey and people wondered aloud how he could be replaced, the league hardly missed a beat.

Kobe Bryant, LeBron James, Steve Nash, Dwayne Wade, Kevin Garnet, Amare Stoudamire, and this year Chris Paul and Dwight Howard have entered the pantheon of NBA superstars adding plenty of excitement. By the time Jordan retired it was over due.

While the NBA has been making money it has been losing its luster in other regards. The brawls, bad calls, and official Donaghy's integrity fall have only served to force Stern to earn his pay working over time to repair the damage.

The current uproar about the officiating is not the result of criminal activity, or lack of effort or skill, or poor eye sight, or planned manipulation. What it is about is a lack of clarity and consistency in the game. No other legitimate professional sport ignores its own rules as blatantly as the NBA.

The most serious are the definitions of traveling or carrying. The words in the book have not changed they are just ignored. I watched Tim Duncan walk from the top of the key taking three long and obvious strides to the hoop and dunk it without a call. Guys spin to the hoop changing their pivot foot all the time. Sure it makes the play fun but it makes the game a sham at times also. It also feeds the misrepresentation of the players as "unruly".

This weeks Barron's (subscription required) talks about The Next Warren Buffett. Of course nobody believes that's going to happen. The headline is cast to grab attention and sell papers, just like mine, but it's not happening: no way, no how!

Barron's discusses in it's story the strong possibilty that David Sokol, 51, the curent chairman of MidAmerican Energy Holdings Company is the most likely to succeed Buffett. MidAmerican has $39 billion in assets and is a subsidiary of Berkshire Hathaway (NYSE: BRK.A). The headline should really have read "succeed" not be the "next".

No matter how much you plan, calculate, speculate and research sometimes you just cannot avoid turmoil and it is going to affect your business. It does not matter what kind of business you're in, you are going to have surprises.

This week when I read Miami Heat forward Shawn Marion out for season with foot injury, I could not help but think how ironic. When the Phoenix Suns NBA basketball franchise traded all-star forward Shawn Marion (and guard Marcus Banks) to the Heat for Shaquille O'Neal I am quite certain that there was unanimity of thought that it was Shaq that would be more prone to injury. He had already missed many games this season and was just coming off an injury right before the trade.

After a very slow (losing) start with the Suns Shaq has done well (ignoring his pitiful free-throw shooting) and they have reversed course over the last ten games. The Suns are still in the same hunt for a Championship they were before, but now with a monster in the middle perhaps giving them greater hope for a storybook ending.

Sheldon Liber is the CEO of a small private investment company and the principal for design and research at an architecture & planning firm. He writes the columns Chasing Value and Serious Money. Disclosure: I do not own shares of the Phoenix Suns or Miami Heat , but I am saving up to buy the Los Angeles Lakers.

This post is one of several on business heirs apparent. Let us know in the comments whether you think Jeffrey Jordan live up to the legacy of his father, and be sure to check out the other heir apparent posts.

By Mike Brewster, guest blogger.

Since legendary hoopster Michael Jordan retired for good in 2003, none of the "next Michael Jordans"-- from Tracy McGrady to Jerry Stackhouse to Vince Carter -- have come close to matching Jordan's gaudy stats, six NBA titles with the Chicago Bulls, or impact on the game (not to mention his poker losses, but that's another story). Perhaps we have to look closer to home to find the real heir to Air Jordan?

Son Jeff Jordan is a freshman at the University of Illinois, and the first thing that strikes you about the younger Jordan is that he earned an academic scholarship to Illinois, certainly impressive but not exactly predictive of a Hall of Fame NBA career. Jeff's stats -- he's averaging five minutes and under one point per game this season for one of the worst Illinois squads in memory -- suggest that he might have been better off playing at one of the schools where he was offered a basketball scholarship, such as Loyola University of Chicago or Valparaiso.