“The difference between
winning and losing...
...is this much.”
Be among the first to get this very special book that tells the complete story of
A.L. Williams, told by Art himself:
- Learn who influenced Art’s style of leadership and motivation more than any other person outside his family
- Read never-before-told tales of the “old days” at ITT and Waddell & Reed
- Discover the “back story” of how Art found Financial Assurance and what they did to create the “uniqueness” of A.L. Williams before it even had a name
- Find out how 85 people made the leap to join a company with no name, no office…and a very short stack of apps
- Read the dramatic story of switching from National Home Life to PennCorp after the unexpected death of Art DeMoss
- Learn what it took to pull off the impossible task of building a home office in
just 6 months - Find out what 1979 “bombshell” put the first nail in the coffin of whole life insurance
- Discover the 1982 “bombshell” legislation that pounded in the “final” nail
- Relive the “glory days” of beating Prudential for the first time in 1984 and the six “National Championships” that followed
- Follow the meteoric rise of A.L. Williams through 1990 as it defeats “trash value life insurance” at every turn, changing the life insurance industry forever
- Read “war stories” as ALW leaders battled insurance regulators, politicians and underwriters associations in every state to change a biased system
- Read for the first time Art’s personal account of selling the company to Primerica and his painful exit from the company
- Find out what Art thinks today about the company, the life insurance industry, and what it takes to make dreams come true
For the first time in print, read the entire story of A.L. Williams!
Learn how “average-ordinary” people from all walks of life became great leaders, took the “Buy Term & Invest the Difference” Crusade to the families of North America, and brought a political, scheming, outdated industry to its knees.
Here's what other coaches are saying about
COACH The A.L. Williams Story
“Art Williams built the largest and most successful
term life insurance business
in the world,
based on his life experience and the wisdom he gained from his
years as a successful high school coach. You will enjoy reading
his life story and
will gain valuable insight,
inspiring you to greater success in your coaching career.
Art put together a tremendous winning team. In this book,
Art shares basic fundamentals
and concepts
that will benefit you tremendously as you build
your own winning program.
I love his statement, ‘Nobody wants a boss,
but everyone wants a coach.’ Coaching is all about leadership.
I know of no greater ‘people’ leader than Art Williams.”
—Coach Dicky Clark,
Fellowship of Christian Athletes,
Regional Director of Georgia and South Carolina
“I love biographies and true stories.
This is a great book – an amazing story.”
—Coach Bobby Lamb,
head football coach, Furman University
“Every coach, parent, teacher, or leader trying to instill the values of
hard work, teamwork and perseverance should read this book.”
—Coach Mike Cavin,
former head football coach, Southern Methodist University
(Recruited and coached Herschel Walker at University of Georgia)
“A roller coaster ride! Art finally tells the inside story
of what it took to build A.L. Williams into an industry giant
and the obstacles he and his team overcame
to change the life insurance industry.”
—Coach Chris Scelfo,
head football coach, Tulane University
“"I started reading "Coach" yesterday and I just finished the book. If word
can be sent to Art tell him thanks for me. I now know more about the company
that I am proud to work with. I plan on keeping his crusade going
to help families prepare for the future.”
—Bryan Hunter,
District Leader,
PFS (joined April 2005)
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