Why NBA Teams Bet On Intangibles In The Draft

With the 2025 NBA Draft underway, a total of 59 selections will be made during the two-day event. Unlike other professional sports league drafts, the NBA has only two rounds, which raises the stakes for making the right picks, especially for first-round selections. Through the draft, NBA front offices are betting on their futures, aiming to land impact players, as their job security is closely tied to their success in the selection process. While selecting top talent is always a priority for any franchise, to what extent do intangible factors influence first-round draft decisions? Which intangibles are the most important and why?

Ongoing debates among professional sports analysts center on the extent to which potential character issues can affect a player’s draft stock. For instance, prospect Ace Bailey’s choice to forgo pre-draft workouts unsettled many analysts and NBA insiders, especially after his camp has expressed that he is a top three player and his desire to join a team that offers “a clear pathway to stardom with both minutes and opportunities,” according to ESPN’s Jonathan Givony. During a recent Podcast P with Paul George episode, the NBA veteran wing player expressed concern regarding Bailey’s approach to the draft. George stated, “If I’m Ace Bailey, I can’t get mad if my stock drops.” Projected to be selected in the top three, the Utah Jazz chose Bailey with the fifth pick.

It is premature to pass judgment on Bailey’s character. He is a bold young man striving to make an impact in the NBA. Similarly, Shedeur Sanders’ approach to the NFL draft may have negatively affected his draft stock due to private concerns among executives regarding whether his character aligns with their organizational cultures. Both players now have the opportunity to prove the executives and the media wrong. From these experiences, there are always valuable lessons and teachable moments. It is important to have confidence in one’s abilities; however, when presenting oneself to a prospective employer, individuals are encouraged to adopt a more humble, team-oriented approach.

Measurables Vs. Intangibles

Michael Jordan, drafted third overall in the 1984 NBA Draft, is widely regarded as one of the most talented and competitive players in NBA history. His physical attributes, such as vertical leap, wingspan, and hand size, would be impressive pre-draft data points even by today’s standards. However, Jordan once identified coachability and an aggression to learn as his best skills. In a 2010 interview with Graham Bensinger, Mike Krzyzewski, who served as Jordan’s assistant coach for the “Dream Team” during the 1992 Olympics, echoed this sentiment by recounting an interaction he had with Jordan during practice. Krzyzewski shared that Jordan demonstrated his coachability by actively seeking guidance, setting aside his ego, and displaying good manners. He recalled three phrases that Jordan used, which left a lasting impression: “Coach, please, and thank you.”

Although every player selected in this year’s first round possesses varying degrees of physical talent, intangible qualities such as character seemed to standout as a prominent theme in several first-round selections. After being chosen first overall by the Mavericks, Cooper Flagg endorsed his Duke teammates and fellow top 10 picks, Kon Knueppel and Khaman Maluach, not only for their skills as players but also for their character as individuals. Maluach, a Sudanese player who proudly mentors children from his home country, spoke about his fellow Duke draftees in a post-draft interview with ESPN, stating, “We stayed together no matter what. We never pointed fingers and played for each other.” He further described both Cooper Flagg and Kon Knueppel as “good human beings from good families who were raised right.”

The San Antonio Spurs had two first-round picks in this year’s draft. Known for their emphasis on drafting high character players, the Spurs selected point guard Dylan Harper with the second overall pick, a player noted for his ability to elevate the performance of those around him, as well as for his great instincts, exceptional playmaking skills, and natural feel for the game. With the 14th overall selection, the Spurs chose Carter Bryant, a three-and-D wing player from Arizona. Although Bryant averaged only 6.5 points per game last season, he has been characterized as coachable, authentic, possessing a strong work ethic, and maintaining a respectful demeanor. Arizona head coach Tommy Lloyd described his impact as follows: “The one thing about Carter is he checks two boxes that are really hard to check. He’s an elite talent and he has elite character.”

As previously expressed, although the importance of physical talent is undeniable, organizations also seek players that can fit into or help build their culture. Masai Ujiri, president of the Toronto Raptors, has shown a preference for players who hustle, bring defensive energy, and prioritize the team. In discussing the Raptors’ exit interviews and their current culture, Ujiri stated, “We have our focus of playing together and playing the right way…It’s really built our culture and you see the culture of the players even off the court.” The Raptors stayed true to their draft philosophy in the first round this year. In an interview with NBA TV after being drafted, one of the initial comments made by Raptors first-round pick Colin Murray-Boyles was, “I just want to make everyone better around me.” He also communicated his willingness to defend and to provide whatever his team needs.

Since the team was still located in Seattle in 2007, Oklahoma Thunder GM Sam Presti has emphasized the importance of character in player evaluations. In a 2009 team interview with team media, he discussed their draft approach and stated, “If there’s someone who is a good fit for you and your organization and the core values that you have, then you take them.” That philosophy appeared to guide the Thunder’s 2025 selection of center Thomas Sorber at No. 15. Known for his high motor, Sorber also brings a resilient personal story: his parents fled Liberia’s civil war in 1999, and he lost his father at age eight. “I’m going to make sure everyone knows my dad’s last name,” he told his agent. Sorber draws motivation from his faith, family, and the adversity he’s faced. His high school coach, Joe Zeglinski, called him a “hardworking, humble kid” and credited Sorber’s mother for instilling strong values—traits that align with the Thunder’s organizational identity.

The emphasis on intangibles and character extended into the later stages of the first round. For example, Michigan’s Danny Wolf was praised for his high basketball IQ and unselfish play. A former Yale player, Wolf was joined by his supportive family on draft night. Hugo González from Spain, selected 28th overall by the Celtics, was described as by team president Brad Stevens as being tough and competitive. According to Stevens, González possesses “all the intangibles of a winning basketball player.”

The Bottom Line: Character Matters

This analysis of the NBA Draft reveals that teams are placing significant value on intangible qualities rather than only raw talent or physical attributes. Traits such as coachability, selflessness, and a team-first mentality have emerged as crucial characteristics of draft prospects, alongside work ethic, humility, and respect for others. Authenticity, emotional maturity, and leadership were other characteristics evident in the post-draft interviews. Additionally, basketball IQ, competitiveness, and professionalism appear to be important indicators of a player’s readiness to perform in the NBA. From an organizational standpoint, when talent levels are similar, players with strong intangibles are seen as lower-risk investments in the NBA Draft. These character-driven factors may also influence how organizations invest in player development. For future prospects, this offers a clearer picture of what teams value beyond athleticism and statistics.