Elevate and Dominate: 21 Ways to Win On and Off the Field

by Deion Sanders

Coach Prime—famed Pro Football Hall of Famer, two-time Super Bowl–winning NFL player, head football coach for the University of Colorado, inspirational leader, and one of the greatest motivators of all time—delivers the ultimate playbook of inspiring personal stories, winning strategies, and the motivation to help us elevate and dominate all aspects of our life.

Deion “Coach Prime” Sanders is that rare legendary athlete who can move from the field to the sideline, coaching his players to bring everything they’ve got and leave it all out there on the field. The reason is Deion Sanders expects the best and will settle for nothing less. Whether it’s dealing with pressure (two Super Bowl championship games and a World Series played between NFL games), using the competition to your advantage (he spent a year in San Francisco playing for the 49ers, where he was matched up daily with Jerry Rice, the best receiver of all time), or navigating depression (years ago he was so lost that he attempted to take his own life), Sanders has conquered these challenges and many more.

The incredible highs and lows of the journey taken by the greatest of all time NFL superstar—and his transparent willingness to share those details with his players—has turned Coach Prime’s Boulder, Colorado, football team into Destination One for some of the best players in America.

Now, in Elevate and Dominate , Sanders is ready to become YOUR coach. His motivational stories and personal strategies are relatable and hugely effective beyond sports. His inspirational messages can be applied to all aspects of your life, including how to be the best at work, in relationships, as a parent, and as a member of your community. With the same bling, bluster, humility, and commitment he brings to his college team, he will share the lessons learned and the direction, motivation, and action required to dominate and win at life.

Genres: Sports, Audiobook, Biography, Self Help, Nonfiction, Leadership, Personal Development

288 pages, Hardcover

Published March 12, 2024

Reviews

[Kenny Kemper · Rating 4 out of 5]

I am a fan of Dion Sanders the player, the coach, the person. This book wasn’t what I was expecting but I was happy with what it was. He is such a good inspirational speaker it makes sense how he gets his players but in at what ever program he is coaching. Some of the stuff he talks about really makes you sit back and think and even contemplate ways to implement things into your own life. “Look good feel good, feel good play good, play good they pay good.”!!!

[Gemini · Rating 4 out of 5]

Peak Prime

I don’t typically read self-help books. I decided to get this one simply because I’m a fan of Deion Sanders. I enjoyed his narration. He infused his personality into his delivery. He gave some useful advice, but I loved how he gave personal examples. I always enjoy hearing about his mother and his children. The stories he shared about them were my favorite parts of the book. He also provided a few interesting and sometimes humorous stories about his days of playing sports. His professional resumé is so impressive. It was fun to hear him highlight his accomplishments.

[Karen · Rating 4 out of 5]

3.5. He is a great motivational speaker. I can see why he is such a successful coach. I was a fan of him as a player and I’m still a fan.

[Cassidy · Rating 5 out of 5]

Good stuff from coach prime.
Very inspiring and motivational, not just for the athlete .

[JSter · Rating 4 out of 5]

A really great read for a young man or anyone feeling kinda down in life. I bought an autographed copy at a local indie bookstore for my brother, but ended up reading it and enjoying it myself—I eat this motivational stuff up!

OF COURSE you get the ego and repeated self-accolades in there, but that’s expected. The use of CAPITALS throughout every page is DISTRACTING until you fall into Coach PRIME’s rhythm. Overall, an entertaining read w/good life reminders.

[J.P. Bruno · Rating 3 out of 5]

Only recommend as an audiobook read by Prime himself.

[Gentry Thomson · Rating 5 out of 5]

No one makes me feel more motivated than Deion Sanders. Everyone should read this book. The life he has lived is incredible, from attempted suicide at his lowest, to playing professional football AND professional baseball, he is an incredible human being. He brings everything back to being a good person, a good parent and a follower of Christ. I just love his positivity and outlook and the way he is able to motivate. Strongly suggest following him on instagram for daily pick-me-ups. His sayings and one liners are gold.

[Joseph Coleman · Rating 5 out of 5]

Inspiration the minute you start reading!

[Brian Johnson · Rating 5 out of 5]

This book is like having a conversation with a wise, playful, super high energy iconoclast.

“Hey baby, it’s Coach Prime. Thanks for picking up my book. Let’s cut to the chase. Here’s how this is gonna go down. I don’t want to lecture. Let’s have a real conversation. That’s so much better. That’s so much more intimate. I’m guessing you’re interested in this book because you’re looking for ANSWERS. That’s why you’re here, right? Well, we’ll get to those in a little bit. But first, I got a few questions for YOU.

Do you feel like the BEST PARTS of life are just passing you by? Are you spending most of your time just WORRYING? Do you HATE going to work every morning? Have you forgotten what it’s like to have a TRUE PASSION for the things you’re involved in? Do you still have DREAMS?

When your head hits the pillow every night, are you at PEACE? When you look in the mirror, do you LIKE what you see? DO YOU HAVE A PLAN AND WHAT IS IT? How do you ATTACK your days?

Let’s get this straight. I AM A COACH. I want to be YOUR coach. So, what we need off the rip is a game plan.

We’re gonna lay out twenty-one ways—that’s right, twenty-one ways… you know I wore 21, right?—for you to win on and off the field. If you follow this plan, it’s gonna ELEVATE you in every area of your life. And when you ELEVATE, that means you’re ready to DOMINATE. …

Yes, I have made a lot of mistakes. But I’ve also done a lot of good—and I think I’ve only just begun. I’m not average. I’m not typical. I don’t think you are either.

I want to bring some CLARITY, PURPOSE, and PASSION to your world. So let’s make this journey together, tackling this very complicated, very rewarding thing called life together. Show up for me, bring an open mind, and let’s see if these things don’t make a little sense to you.

After that, the next step is all about becoming all you were meant to be. Let’s go!”

~ Deion Sanders from Elevate and Dominate

I got this book after two things happened in the same day.

First, I was reading Dr. Nate Zinsser's GREAT book, The Confident Mind. He profiles Deion Sanders as a micro case study on what confidence looks like. Then, Alexandra shared a Heroic social post by one of our members (thanks, Lanny!) who encouraged me to get Deion’s new book.

I pay attention to little winks like that. So, I immediately got the book. It arrived the next day. I read the first 101 pages that afternoon and finished it during one of Emerson’s chess tournaments the following day. It’s awesome.

If you follow sports, you almost certainly know who Deion Sanders is. If you don’t, Deion Sanders is the only player in sports history to play in a Super Bowl and World Series. He’s an NFL Hall of Famer and a two-time Super Bowl Champion.

More recently, he’s dedicated his life to redefining coaching and leadership as “Coach Prime.” After leading Jackson State University to two SWAC Championships he took over the head coaching job at the University of Colorado.

As per the sub-title, the book features “21 Ways to Win On and Off the Field.” This book is like having a conversation with a wise, playful, super high energy iconoclast.

P.S. John Maxwell, one of the world’s most respected leadership thinkers/authors in the world, wrote the foreword to the book—celebrating Coach Prime’s iconoclastic style. Check out our Notes on a few of his great books including: How Successful People Think, The 21 Irrefutable Laws of Leadership, The 15 Invaluable Laws of Growth, and Leadershift.

P.P.S. When I read the subtitle to the book, I thought of Move by Move: Life Lessons On and Off the Chessboard by Maurice Ashley. That great book is by the first African American Chess Grandmaster.

The book is PACKED (!) with Big Ideas. Some of my favorites are:
1. Broken? - KEEP MOVING!
2. Success Is About... - DISCIPLINE.
3. Vision - “So you’re saying I got a chance?”
4. DREAM BIG! - Then Pay the Price.
5. CONSISTENCY - Is the exponentializer.

One last thing… I’ve added Elevate and Dominate by Deion Sanders to my collection of Philosopher’s Notes--distilling the Big Ideas into 6-page PDF and 20-minute MP3s on 600+ of the BEST self-development books ever. You can get access to all of those plus a TON more over at https://heroic.us.

[Dana · Rating 4 out of 5]

When I got Deion Sanders’ new book Elevate And Dominate from the library my son asked me if this was for my husband! What, a girl can’t be interested to learn a thing or two from a former NFL and MLB player? I am ALWAYS intrigued to hear how others achieve success. And I was especially interested to hear from Deion knowing he had success in his football and baseball career, and later as a coach that turned around a failing team.

In the forward, he tells readers he wants to share the pillars of beliefs he credits for his success. He hoped readers would take notes, and darn it if I didn’t whip out my phone and type away only a few pages into this! See, I really believe that something can be learned from everyone if your heart and mind are open.

This was an easy read and a super motivational book! Every page had a new thoughtful way to think positively and be a better person in all aspects of life. He wove in stories of his career (frankly not enough!) to illustrate his points, any one of which could inspire you!! I didn’t think all the CAPITAL words were necessary, but hey, it really EMPHASIZED his POINTS! I walked away from the book energized and wanting to Want! Work! Win! So thanks Coach Prime!

[Cole Rausch · Rating 5 out of 5]

I really enjoyed this book by Coach Prime. As someone who looks up to Coach Prime as both a leader and coach, I found the lessons in this book incredibly valuable. Each one felt meaningful, and there wasn’t a single lesson that seemed too small to matter.

That being said, I did feel some of the things Coach Prime says in the book didn’t always match up with his real-life actions. For instance, he talks about the importance of not holding grudges, but then he refused to take questions from a reporter who criticized his team. He also emphasizes that he prefers to call his team leaders instead of captains, highlighting how leaders hold themselves accountable instead of blaming others. Yet, after the Nebraska game, his son—one of the team’s leaders—left the field early and blamed the offensive line for the loss.

Despite these contradictions, I still enjoyed every page. Coach Prime’s insight, energy, and approach to leadership kept me engaged throughout. It’s a 5-star book for me, without a doubt.

[Patricia · Rating 4 out of 5]

Elevate and Dominate by Deion Sanders is an inspiring and motivational book that reflects the legendary athlete's approach to life, sports, and success. Sanders, known for his confidence, charisma, and unmatched skill on the football field, shares his personal philosophies on how to achieve greatness both on and off the field. His voice throughout the book is authentic and full of energy, much like his personality.

The book covers Sanders’ experiences, from his time as a professional athlete to his transition into coaching, and his journey of overcoming obstacles. He shares stories that illustrate the importance of hard work, resilience, and faith, while also addressing the mental and emotional challenges that come with striving for excellence.

Overall, Elevate and Dominate is a powerful and uplifting read for fans of Deion Sanders or anyone seeking inspiration to push beyond limitations and achieve their goals. It's a book that encourages readers to elevate their mindset and dominate their challenges, just as Sanders has done throughout his life and career.

[Martella · Rating 5 out of 5]

This is a softer side of Deion Sanders. I'm used to seeing the boastful guy with enough swagger to take over a whole room as Primetime and Coach Prime. Those are two different characters with the former being Sanders' alter ego. I've watched the documentaries and read other books about Sanders. However, this book shows him in a different light. He has a strong philanthropic spirit.

The book is more about encouragement and setting personal goals than a drawn out portrayal of his life glamorous life. There are moments where he describes highs but more importantly his lows. For example, the surgery he had while a coach at Jackson State tested his faith and mindset. It is powerful motivation.

My son absolutely loves the guy since childhood. I even bought my son the Deion Sanders shoes back in the day. Just last year, surprised him with a Deion Sanders #21 Dallas Cowboys Jersey. He is now reading the book for daily affirmation.

Good Read!

[Felita Hawkins · Rating 4 out of 5]

Elevate and Dominate by Deion Sanders is an inspiring, high-energy guide to living with purpose, confidence, and conviction. Coach Prime shares personal stories from his football career, coaching journey, and walk of faith, weaving in timeless principles of discipline, excellence, and spiritual strength.

What stands out most is Sanders’ authenticity—he’s transparent about his struggles, unwavering in his faith, and passionate about helping others find their own greatness. The book isn’t just about winning on the field; it’s about leading with integrity, staying humble, and giving glory to God through every victory and setback.

This is a must-read for anyone who needs a boost of motivation or a reminder that success begins with character and consistency. Whether you’re an athlete, leader, or simply someone seeking direction, Elevate and Dominate will inspire you to keep your faith strong and your standards high.

[Charles Reed · Rating 4 out of 5]

70%

You know, this book does a great job of providing you with all of the outlines, all the greatest tips that I've learned from all of these other teachers. Clearly, him and I have been walking in the same steps, following the same teachings, and that is an awesome thing to hear. Both of us are in line with the same thing. And what I learned from this is to always be open to learning from someone else. Did I learn anything else here today? Question mark? No. No, I did not. Gamma. But it did show me that it is a valuable experience, and it gave me a nice pep talk as well. And that's why I think that this is a very good book. And if you're new into the self-improvement circle, this is a great way to start, too.

[Patricia Baker · Rating 3 out of 5]

overall a good book with many ways to look at yourself/your team and become believers. for the most part all are doable and could be guidelines for living your best life. the only thing I have noticed is that even though he admits to two divorces, he states his greatest assesses are his children. he tells us that we need to put family before the job. did this not include investing Prime Time into his spouses? certainly he cannot refuse the wives input into such great assesses as his children. good for him for achieving his goal of giving his hard working mother time off from her jobs.

[Carl · Rating 4 out of 5]

I enjoyed listening to this book! Coach Prime's confidence is infectious. More than containing any revelatory information, the book was entertaining. The conversational delivery was akin to listening to a hip uncle. What did I learn from this book: Never quit; Be optimistic and kind; "When you feel good, you look good. When you look good, you play good. When you play good, they pay good!" Although I have heard him say that plenty of times, each time is like hearing it for the first time. That's one of his gifts.

[Tonie Sledz · Rating 4 out of 5]

A great reminder while we live life, honestly I thought it was a slow start after the introduction. Once getting past the first few chapters, of course there’s things “we already know” but it’s great to see a different perspective and someone else’s ability to live through life’s challenges. Definitely an awakening once you get to the last chapter, if you’re a person of faith or not, a great way to tie everything together.

[Kobe Vinegar · Rating 5 out of 5]

Was already a Coach Prime but this book made me respect him more! This book seems to be right on time and was speaking directly to me.

A few takeaways:
- The hottest steel forges in the hottest fire
- Don’t get caught up on titles because your title doesn’t justify you it only locates you.
- Look to satisfy God, because men and women will never be satisfied
- Lastly, don’t allow your confidence to offend others insecurities

[Nic · Rating 5 out of 5]

I gotta say this was a great read and would recommend this book to anybody. Coach Prime cooked here with the knowledge. A lot of the topics discussed here I already knew (like being accountable, being humble, dependable, etc.) but a couple of topics were brand new to me and i could incorporate into my life as a whole. Love this book. 10/10

[Melissa · Rating 4 out of 5]

Very uplifting book! Refreshingly upbeat and optimistic with some surprising revelations. I enjoyed Deion's outlook on life and relationships. He had some interesting stories interspersed throughout the book while dishing out sound advice. Coach Prime's takeaways at the end of each chapter were a fun little bonus.

[Cristian Marrero · Rating 3 out of 5]

A nice book. 21 chapters of life. Things we remember and things we need to bring back into our lives. Some chapters are stronger than others. Little glimpses into Deion's life. Little peeks. All the chapters connect to some part of his life, which makes the topic feel real. The summaries at the end of each chapter is helpful to us that want to make topics a part of daily practice and growth.

[Mariah · Rating 5 out of 5]

Very inspiring. It is very beneficial book if you are looking to elevate your life. Deion is very open about sharing his life stories to help relate to similar situations of what you may be going through. This is a book I look forward to hanging on too to be able to reflect on when I may need advice.

[Cole Walters · Rating 5 out of 5]

What I truly enjoy about Coach Deion Sanders is how he motivates people of all in this book. He really digs deep into his own life. Coach Sanders talks about how all the fame really brought him down, and the 21 ways to elevate and dominate off the field helped him live a better life. A must read for all even if you’re not a sports person! Love me some Coach Prime.

[TJ Vela · Rating 4 out of 5]

Great advice from a living legend. Coach Prime uses a lot of relevant stories from his life to make his points. One thing he did really well was make it relatable to the reader. Some of it is redundant at times, but overall great book. This could be considered a downside or a positive depending on who you are, but I heard his voice in my head as I was reading through the book, haha.

[Russ Mathers · Rating 5 out of 5]

I was pleasantly surprised by this book, I’ve always seen Sanders as an overconfident showboat. But I really like what he says about his beliefs and coaching style.

Great info by John Maxwell too.

The audiobook was read by Sanders, I enjoyed the narration.

[David Folmer · Rating 2 out of 5]

I guess to be expected but trite and rather superficial. Basically a leadership’s greatest hits written by a guy with some particular flair. The writing was a struggle, and the constant use of all caps and extreme formatting was tiring. Would not recommend.

[Alysha Allen · Rating 5 out of 5]

An inspirational book with great reminders about getting after it in life and not taking things for granted. Listened to it read by Deion, and it was wonderful. I felt like he was speaking to my soul. Saving this one to come back to again when I need it.

[Christian Cholodiuk · Rating 4 out of 5]

A great book that genuinely feels like you’re just having a conversation with someone. Prime’s insight into life and how to approach different situations are incredibly inspiring. Easy to see why so many want to play for him.

[Robbie · Rating 5 out of 5]

Good, quick read for coaches, sports fans, and Coach Prime followers. 2/21 really stuck out to me and have influenced how I’ve been tackling this summer:

“Be where your feet are”

“Your time is your most valuable coin���