The New Alpha Male: How to Win the Game When the Rules Are Changing

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 In this book, framed within the context of a basketball game, he helps men break down the outdated ideas we’ve internalized as truths about topics such as culture, addiction, fear, and spirituality-so we can move on to build a better, healthier, and stronger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.