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

Is there a place for the alpha male in today’s world? Lance Allred says yes –but it’s past time to evolve our sense of what alpha means. The old alpha believes he is entitled to success, sees enemies all around, and thrives on victimhood, he writes. The new alpha male holds himself accountable. He is a good man who expresses his love with no strings attached and serves ideals bigger than his ego. With The New Alpha Male, Allred brings you a winning game plan for growing, leading, and succeeding–while staying true to your authentic self.

Allred lived the masculine dream–overcoming the odds to succeed in the hypercompetitive world of the NBA–only to discover that it was really a nightmare. In this book, framed within the context of a basketball game, he helps you break down the outdated ideas our culture presents as truths regarding competition, addiction, fear, gender roles, spirituality, and more. He offers a new playbook built around his seven Principles of Perseverance to help you discover and bring forth the bold, authentic, and compassionate man waiting to emerge from within you.

When we walk the path of the heart, we’ll come to see the longstanding mythology of the masculine has run its course. The New Alpha Male is a gritty, straight-talking guide for any man who is ready to step up and become the sort of empowered, openhearted leader our world needs.