Tom Berthel first met Hall of Fame football coach Hayden Frywhen, in the mid-1980s, his investment firm, Berthel Fisher &Co., became a corporate sponsor of the University of Iowa
AthleticDepartment. This business partnership not only helped BerthelFisher establish a winning public image, but it also gave birth to oneof the most important and enduring friendships of Tom
Berthel’slife. Fry became a mentor and father figure to Berthel, and the wisdomFry bestowed on him through their mutual friendship taughtBerthel invaluable lessons in leadership, motivation,
and what ittakes to be a winner in business and in life.
These are the lessons that form the core of Beyond Xs and Os. In thebook, Tom Berthel recounts the many lessons he learned from CoachFry—some but not all related to football—and
explains how theyhelped shape his life and business. In each chapter, Berthel outlines aspecific lesson he learned from Coach Fry, explains how he integratedthese philosophies into his business
and personal life, and offers adviceto help readers apply them to their own lives and businesses.
Each chapter also features a special “Postgame with Coach Fry”sidebar written by the venerable Coach Fry himself, in which hereflects on the events and lessons depicted in the chapter and
offersa deeper perspective on each, enriching the lesson.
