Yeah...I'm gonna go out on a limb here and say that he had a lot of help in crafting the proper message for that book. I've met the man and I can tell you what you posted above, doesn't ring true to me. I've got a healthy ego when it comes to competition and I'll be the 1st one to admit it. I can talk some trash too. I can admit that. Knowing who I am makes it easy for me to accept other competitors and their egos. I can get along just fine with other alphas and their egos. Steve Alford is exceedingly selfish and entitled, to go with his competitive ego. That's what makes him a terrible person and a mediocre coach.