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Less than two years removed from his NBA playing career, Kobe Bryant held court at an April 2018 forum on the USC campus that drew a standing-room-only crowd of about 2,000 people to Bovard Auditorium.
They weren’t there to hear Bryant, the five-time NBA champion, discuss his 20-year career with the Lakers. The students in attendance were there to hear him talk about business.
“You have to sit and ask yourself: What is truly going to get you up in the morning, and what’s going to keep you up at night?” Bryant advised the attendees. “When you find what that answer is, you stay true to that. I’ve built a . personal brand, which is great, but that is not where our focus is going to be for the next 50 years.” ....

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