The Art of Motivation for Sports by Jim Hinkson is about a “new school” of coaching that meshes with today’s social realities, making effective use of them to build successful teams. In a society that puts a greater emphasis on individual freedom and choice than ever before, young people are accustomed to being invited into the conversation. That's why Jim advocates retaining control laterally rather than vertically. Team players become almost partners where they are involved in helping to making team decisions—such as setting the team’s long-term goal—the most effective ways to motivate today’s athlete. This new school of coaching also deals with winning a little differently. Although the main priority is winning, coaches don’t talk to their players about winning the game but the process of winning the game. Success becomes outcomes, performance and behaviour goals; improving as a team; and striving for excellence.