A few weeks ago, a friend asked me to review the manuscript of his first book. He is a world-class athletic coach in his sport and finally was convinced that his approach was quite revolutionary for his sport based on the success of this athletes. The first third of the manuscript was how he became both an elite athlete himself and subsequently, a coach after the age of 30 having no experience whatsoever prior to. After a series of failed businesses, bad luck and a few poor decisions, he had hit life’s rock-bottom becoming an alcoholic and purchasing a gun to end his life. He learned his sport because it became an alternative to misery and studied every known approach. Today, he uses that knowledge to transform lives and athletes to great performance largely by providing a model that is counter-intuitive and challenges models developed by the gurus of the sport.