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FORMER WWE CO-PRESIDENT RELEASING MEMOIR NEXT MONTH

Former WWE Co-President George Barrios will release his memoir Sometimes Wrong but Never in Doubt: How a Cuban Kid from Queens Transformed WWE on 6/2.

Promotional material for the book notes:

George Barrios helped transform WWE from an $800 million wrestling company into a $9.3 billion global sports and entertainment powerhouse. For the son of Cuban immigrants who grew up in a cramped Queens apartment near LaGuardia Airport and nearly flunked out of high school, the climb to the corporate boardroom was anything but obvious.

Barrios’s story blends grit, reinvention, and bold bets. He went from a 2nd grader forging a letter from his parents so the nuns wouldn’t expel him to the highest levels of corporate leadership. As WWE’s longtime strategist, he pioneered streaming years before other sports properties caught up and helped make WWE the #1 sports brand on YouTube with over a billion followers.

When Vince McMahon abruptly fired him in 2020, Barrios cofounded Isos Capital—and three years later, McMahon called him back. The Cuban kid from Queens had become indispensable.

For readers of Shoe Dog, The Hard Thing About Hard Things, and Good to Great, Sometimes Wrong but Never in Doubt offers:

• A framework for spotting undervalued assets and transforming legacy businesses.
• Hard-won lessons on navigating corporate politics and surviving setbacks.
• A masterclass in disrupting before being disrupted—and betting on conviction when everyone else doubts your vision.

This is both an immigrant’s story and a playbook for entrepreneurs and executives seeking to stay ahead of the curve—proof that preparation, persistence, and courage can change everything.

“A lesson in resiliency and fortitude, self-confidence, and vulnerability”

—Bob Chapek, former CEO, The Walt Disney Company

“We built something unforgettable together. This book tells the story like only George can.”

—Michelle Wilson, former co-president, WWE

“Vision, humility, persistence, and courage—George’s journey is a blueprint for purpose-driven leadership.”

—Richard Davis, former CEO and executive chair, U.S. Bancorp

“As competitors rushed to launch streaming services to challenge Netflix, often pouring money into what seemed like an endless financial blackhole, George recognized that scale was crucial for success. He demonstrated visionary leadership by transitioning the WWE Network from a direct-to-consumer model to a licensing approach, a strategic shift that fundamentally transformed WWE’s business trajectory for the better.”

—Rich Greenfield, partner & TMT Analyst, LightShed Partners

“A rare inside look at what it takes to transform a legacy brand into a media juggernaut.”

—Laura Martin, managing director and senior internet & media analyst, Needham & Company

“George’s path from UConn to WWE is a powerful reminder of where ambition and values can take you.”

—Radenka Maric, President, UCONN

“This book pulls back the curtain on what it really takes to lead through transformation.”

—Amy Errett, founder & CEO, Madison Reed

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