Antonio McBroom

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.

Presented with a chance to franchise his own Ben & Jerry’s, McBroom “scooped his way” to the top before co-founding his company, Primo Partners, in 2008. Within 15 years, he grew a single scoop shop from $200K per year to a vast enterprise that drives over $20 million annually. Primo now runs 25+ businesses with McBroom at the helm, including Starbucks cafés, coaching services and real estate development.

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.

At its heart is McBroom’s counterintuitive secret to success: being “self•ish” is what helps us serve others even better.

With lessons on franchising, retail, real estate development, public speaking, servant leadership and everything in between, The Self•ish Servant establishes McBroom as a visionary new voice in business—and a one-stop-shop for all things needed to create an extraordinary life.

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