An Open Letter To ESPN Sports Commentator Stephen A. Smith.

(ThyBlackMan.com) Last week I had dinner with a good friend of mine who is a top executive in media.  He is a very prominent publicly recognized figure who shall remain nameless.

Politically, I consider him a liberal, though he would argue the point, but I digress.

He wanted to know my thoughts about ESPN sports commentator, Stephen A. Smith.

Smith and I travel in the same circles, but he has yet to have the pleasure of meeting me.  I find this amazing since we have actually been at several events at the same time.

But as usual, all things in due season.

My thoughts on Smith are based on my personal observations, conversations with industry insiders and those who have personal relationships with him.

My primary and most important thought on Smith is that he is greatly OVEREXPOSED!  Last time I checked, he was not Jamaican, but yet he has a million jobs.

He has shows on ESPN, YouTube, XM Sirius.  He is constantly being interviewed in one media format or another.

For those who do not know, I make a living by helping high profile people navigate all things media.

Smith’s trajectory is unsustainable and unnecessary.

I am not one to count other people’s money, but if media accounts are accurate, he recently signed a deal with ESPN that made him one of the highest paid individuals in sports media.  Included in his deal is the right to have his own production company and produce outside content that is not owned by ESPN.

This is not an uncommon arrangement with elite entertainers like him, but it is unnecessary.  At this point it is all about ego.  He is definitely not worried about paying his light bills every month.

I have had many clients go down this path and all have been destroyed by the ego associated with drinking from the cup of fortune and fame.

I tell every one of my clients, “Fortune and fame is like soap, the more you use it, the less you have.”

My advice to Smith is to focus on being even better on ESPN and not dilute his talents by being spread too thin.

A few outside projects every now and then is OK, but I see and hear him way too much.  When was the last time you heard the name Lizzo?  She is exhibit A in overexposure and then puuuffffff!

And this idiotic talk about him running for president?  Boy, please!!!

I understand why he is promoting and encouraging this type of speculation, but it will prove to be counter-productive to his brand.

One of the most insidious down sides of social media is that in order to continue to get subscribers, likes, and followers, you must constantly feed the beast!

How do you feed the beast?  Controversy!

You have to constantly engage in petty online fights with high profile people who you have never met or create show topics involving the underbelly of race, homosexuality, or sex.  The bigger you get, the more extreme your behavior must be.

Podcasters Joe Rogan and Jordan Peterson are two exceptions to this rule.  They are so genuine and substantive in their content that there is no need for them to play the fool for clicks and likes.  They feed the beast with their substance and it works for them.

If Smith were totally focused on his role with ESPN there would be no need for him to get into public pissing matches with people like former ESPN colleague, Jason Whitlock.

I have never nor will I ever understand how adults can get into a public feud with people that have absolutely no contact with their lives.  All parties come out looking like fools.

But this childish behavior feeds the beast.

Again, I do understand why Smith is encouraging this talk about running for president.  In political circles he is mocked and ridiculed because he is not a well-read person and it shows.

Smith reminds me of people like Jasmine Crockett, LeBron James, Steve Kerr to name a few.  Just because you have a platform to speak from does not mean you need to comment on everything.

Sometimes silence is the loudest statement one can make.

I have heard Smith pontificate on political issues that made me cringe.

Solomon once told me in Proverbs 4:7, “Wisdom is the principal thing; therefore get wisdom: and with all thy getting get understanding.”

It is not enough for someone like Smith to quote statistics, though sometimes they come in handy.  He needs to be able to demonstrate that he has the understanding to go along with the statistics.

He who knows how will always have a job.  He who knows why will always be his boss.

There is no question that Smith has the how down pat.  He is a very intelligent person, but he needs to do much better on the why part.

He has carved out a niche for himself in media and he should be proud of his accomplishments.  He has worked his butt off and deserves all the accolades and money he can get.

But he must not lose focus on what got him to this point in his career—sports.  Not politics, pop culture, or foreign affairs.

My friend I was having dinner with finally told me why he had a sudden interest in my views of Smith.  For various reasons he assumed that I had a personal relationship with Smith and he trusted me to deliver a discreet message to him.

The top executives at ESPN also think that Smith is doing too much but they are afraid to have this conversation with him because they are terrified of any possible racial implications that could end up in a lawsuit.

This is what America has come to when it comes to race relations.  A major company like ESPN and its white executives are too afraid to have a man-to-man conversation with one of their top employees because he is Black.

Stephen, we have many mutual friends and so I am quite sure this column will somehow get to you.

I do not know if you have surrounded yourself with people who tell you what you want to hear or those who tell you what you need to hear.  Far too often it is the former and not the latter.

My unsolicited advice to you is to get back to your first love—sports journalism.  This social media is going to further damage your brand.  I think you are better than that.

With your production company, I would love to see you do documentaries and in-depth feature reporting.  Social media could be used to compliment this long form of journalism.

This will also make you more valuable to ESPN.

Social media is like the tinkling cymbal or the sounding brass full of sound and fury signifying nothing.

I can easily see you being a billion-dollar enterprise if you get back to your roots and not try to be all things to all men.

Stay thirsty my friend.

Staff Writer; Raynard Jackson

This talented brother is a Pulitzer Award nominated columnist and founder and chairman of Black Americans for a Better Future (BAFBF), a federally registered 527 Super PAC established to get more Blacks involved in the Republican Party. BAFBF focuses on the Black entrepreneur. For more information about BAFBF, visit www.bafbf.org. You can follow Raynard on Twitter; RealRaynardJ; on Gettr: RaynardJackson.

Can also drop him an email at; RaynardJ@ThyBlackMan.com.