Shaquille O’Neal doesn’t just sign checks—he signs up for investments that align with his values, a lesson he credits to Jeff Bezos. The four-time NBA champion and business mogul says his financial success skyrocketed once he started using the Amazon founder’s approach to investing.

O’Neal in 2019 told The Wall Street Journal, “I heard Jeff Bezos say one time [that] he makes his investments based on if it’s going to change people’s lives. Once I started doing that strategy, I think I probably quadrupled what I’m worth.”

For O’Neal, this philosophy goes beyond just writing checks to the hottest startups. If he doesn’t personally believe in a business, it doesn’t matter how great the numbers look—he won’t touch it. “Whenever I do business, it’s not about the money,” he said.

From Early Tech Bets to Billion-Dollar Exits

O’Neal’s approach has led to some impressive wins. He was an early investor in Google and has since built a diverse portfolio, with stakes in Apple, car washes, and Las Vegas nightclubs. But his investment in home security company Ring, is one of his biggest success stories.

He discovered the company while looking for an affordable security solution for his own home. After trying it, he was convinced—and rather than just buying the product, he decided to invest. That bet paid off when Amazon acquired Ring for $1 billion in 2018.

Why Shaq Walked Away from 17 Auntie Anne’s Franchises

Not every investment sticks. At one point, O’Neal owned 17 Auntie Anne’s pretzel franchises, but he eventually sold them off after realizing they didn’t align with his values. “I had to ask myself: Do I really believe in this? The answer was no, so I let them go,” he explained.

On the other hand, Krispy Kreme remains one of his favorite investments—mainly because he’s been obsessed with the brand since college. “Krispy Kreme is a fabulous donut. I was introduced to it in college and have been in love with it ever since,” he told The Journal.

The $100 Million Starbucks Mistake

O’Neal’s investment record isn’t flawless. One of his biggest missed opportunities? Starbucks.

“When Howard Schultz wanted to do business with me, I looked at the deal and said, ‘Black people don’t drink coffee,'” O’Neal admitted. “I was wrong.”

That miscalculation cost him millions—and serves as a reminder that even the best investors can’t predict every trend.

The best investors don’t just chase profits—they chase purpose. O’Neal’s success is proof that understanding the why behind an investment is just as important as the how much. Money follows impact, and the businesses that truly thrive are the ones that solve real problems, not just pad bottom lines.

Shaq didn’t build a $500 million empire by spreading his bets across every shiny opportunity that came his way. He backed ideas that resonated with him, walked away from the ones that didn’t, and wasn’t afraid to admit when he got it wrong. His story isn’t just about wealth—it’s about being intentional.