From humble beginnings in the rural South to becoming a Morehead-Cain scholar at UNC-Chapel Hill, Antonio McBroom was always determined to achieve his C.E.O. dream of Creating Extra - Ordinary life. The only thing he didn't expect was that a minimum wage ice cream scooping job would lead him there.

Through his multi-unit, multi-brand and multi-state empire, McBroom Created the Extra - Ordinary life he dreamed of, transforming his family and community in the process. In The Self-ish Servant, a hybrid memoir and business guide, McBroom shares the story behind his aspirational ascent.

Based on his own seven principles-Tenacity, Self-Awareness, Passion, Focus, Communi-Keys, Boss Time, and Gratitude-The Self-ish Servant teaches other entrepreneurs and leaders of tomorrow to organize their impact through revolutionary service.

Offered a chance to franchise his own Ben & Jerry's, McBroom "scooped his way" to the top, co-founding Primo Partners in 2008. What started as a single $200K scoop shop grew into a multi-million-dollar enterprise. Fifteen years later, Primo runs 25+ businesses, generating over $20 million annually. The company spans Ben & Jerry's franchises, Starbucks cafés, coaching services, and real estate development.

At its core, The Self-ish Servant reveals McBroom's counterintuitive secret: being "self-ish" allows us to serve others even better.

Packed with lessons in franchising, retail, real estate, public speaking, and servant leadership, The Self-ish Servant positions McBroom as a visionary new voice in business and a go-to resource for building an extraordinary life.