It’s really hard to compare players across different eras not just because of training, rules, elements of the game changing and all the on court stuff, but also all the off court stuff like social media, popularity of the sport, and fanbase.
Then finally, GOAT discussions are basically like MVP of all time. It depends on definition.
Id say LeBron was more well rounded as a player, definitely better longevity (which counts), whereas Jordan was more dominant, had a much better appeal and absolutely revolutionized the game.
Hot take, if you want to talk winning though, Duncan should be right up there. He was the only superstar I can think of who was able to anchor teams that played totally different styles (99, 03, 05/07 and 14) were at least four different types of offensive and defensive teams, and yet Duncan was the defensive anchors of all of them, definitely the offensive anchor of 99, 03 and the 05/07 teams, and arguably the 14 team as well. Not saying getting players like Robinson, Manu, Parker or even Bowen were easy, but Duncan was th easiest superstar to build a contender around.
That said, and there’s a media narrative to it, Jordan and bird were the only two players where you can see the other team admitted defeat before the games/series were over, and in many cases before it began. I remembered mourning talking about not going to be swept by the bulls as if it was an accomplishment (they weren't, only lost 1-3), how Barkley said he will never say someone is better than him in basketball, but later admitted Jordan was the better player, how the Blazers basically gave up in 92, the fear Jordan put on the Cavs, the Heat, how even Magic and the Lakers just played worse and worse as the series went on. Even Isiah and the bad boys getting absolutely pummelled in 91 and swept by the Bulls, then refusing to shake their hands afterwards. Payton and the Sonics were the really the one that kept fighting and showed no fear at all, but then they can't overcome the JordanRefs.
