Coach

This is the quintessential history of the company that totally changed the face of one of the largest industries in the world and the people that made it possible.

In 1967, Art Williams happily lived out his dream as a winning high school football coach in Columbus, Georgia. Then One day Art learned a shocking truth- whole life insurance was a "rip-off" and inexpensive term insurance was almost never sold.

Families across America were making the same awful mistake that ad devastated his own family- overpaying for a product that left them poor in the wallet and desperately underinsured. Art did something no one else before him had done- he challenged a stagnant industry with a better product...and a revolutionary way of selling to families who needed help. "Buy Term and Invest the Difference" became his passionate crusade- and battle cry for a little "no name" company that single-handedly tackled the scheming political world of life insurance. In a story rich with the details and anecdotes, heroes and villains, Art WIlliams chronicles how A.L. Williams and its "ragtag army of part-timers" took on a Goliath-sized insurance industry.
Controversial...Unconventional...Colorful....Here is the breathtaking saga of "average-ordinary" people who teamed up to do the impossible. In the history of American business, there's never been a story quite like it.