“Drawing on his decades of leadership in the sports industry, Leonard Armato shares key principles that helped shape his success. This book offers practical insights for anyone looking to advance their career.” Adam Silver, NBA Commissioner

“Leonard Armato has been a mentor to me, and Maximize reflects the same clarity, generosity, and real-world wisdom he brings to every relationship. The keys in this book are grounded in lived experience—and they offer a practical, repeatable path for anyone committed to becoming their best.” Stephanie Gallo, Chief Marketing Officer, Gallo

“I’ve seen Leonard apply the lessons in Maximize many times over the years. He’s been a pioneer in sports marketing and managed giants in the sports world. What worked for them can work for you if you take the opportunity to reach into Leonard’s inspiring bag of tricks and apply them in your own life.” Robert Greenberg, founder/CEO, Skechers

“Just like the consummate point guard he was while playing college basketball and building championship brands, Leonard Armato has delivered another winning play. Once again he has visualized his end goal two steps ahead of the competition, positioning his readers to realize their maximum potential in life. I have seen it many times with Leonard and my students in the classroom. Now his masterclass is available to readers everywhere. I have never had a required textbook since I began teaching sports, business, and media almost three decades ago. Until now. Maximize: 7 Keys to Unlock Greatness in You will be my first.” Jeff C. Fellenzer, professor of sports, business, and media, University of Southern California

“Leonard Armato delivers a masterclass in building relationships that actually move the needle. Few people have had more impact on professional sports—or done more to transform the way athletes are marketed—than Leonard. Having managed the careers of some of the most legendary athletes of our time, he brings a perspective that is both rare and deeply practical. This book captures the mindset and strategies behind that influence, along with actionable advice for winning both on and off the court. If you care about growth—personal or professional—this is essential reading.” Marc Sternberg, CEO, Brand Innovators

“Maximize isn’t theory; it’s a genuine operating system for human potential and success. Whether it was Kareem Abdul-Jabbar, Shaquille O’Neal, Sargent Phillip Harrison, or next-generation talent AJ Dybantsa, Leonard Armato walks into every room asking one question: How do I help this person get the most out of their talents to create their best lives? Maximize distills decades of earned wisdom and life experience into seven principles everyone can use to create the life they dream of.” Randy Freer, former CEO, Hulu; President, Fox Networks Group