The New Alpha Male

NBA and TEDx star Lance Allred helps men find their true source of strength, while embracing authenticity and vulnerability

These days, we hear plenty about what's wrong with men-like toxic masculinity, patriarchy, mansplaining, and male privilege. But how does a man get it right in this changing world? When our most visible role models are only showing us how to be angry and regressive, today's men need a new game plan for success: The New Alpha Male, by Lance Allred.

Having grown up in an ultra-patriarchal family and succeeded in the hyper-competitive world of the NBA, Allred knows firsthand how the old model of masculinity works-and why it is failing both men and women today. In this book, framed within the context of a basketball game, he helps men break down the outdated ideas we've internalized as "truths" about topics such as culture, addiction, fear, and spirituality-so we can move on to build a better, healthier, and stronger vision of manhood.

Allred's new playbook is built around the seven Principles of Perseverance-Accountability, Integrity, Compassion, Discomfort, Acceptance, Transformation, and the final "winning combination" of Forgiveness and Gratitude. The New Alpha Male is a bold, straight-talking guide for men of all ages who want to step up their game and become the sort of empowered, openhearted leaders our world needs.




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