Aspire Higher

Dallas Mavericks’ head coach Avery Johnson, one of today’s most electrifying, dynamic leaders, shares his keys to success and motivation through strength, faith, and passion.

Avery Johnson is a teacher, a leader, sometimes even a preacher, but most of all, he is a motivator; driving his team to new heights. He was named coach-of-the-year in 2006 in just his first year as head coach and in 2007 his team is on the brink of winning the NBA championship. His spirited and inspirational book is for anyone looking for the tools and secrets of success; anyone looking to win.

Johnson grew up in New Orleans’ Lafitte Housing Project and though he was never the biggest, the fastest, or the strongest, like many he dreamed that basketball was his ticket out. Johnson’s journey is most inspiring because his success did not fit the script society wrote for him, but by strength of his will alone he was able to persevere and reach the NBA where he played for sixteen seasons.
Now as a coach, his style takes into account the road that got him here and is a true outline for success on the court and in life. It revolves around two main themes; the first is the foundation for the Mavericks success and is called the “S Plan” and based on three simple concepts: Standards, Safeguards, and Satisfaction. The second called the “C Plan” is used to motivate his players into becoming championship leaders by taking on competence, strong character, clear communication, respect for colleagues, and caring.