Long before Ken Carter became "Coach Carter" of Hollywood movie fame, he was a self-made successful local businessman and basketball coach at Richmond High School in Richmond, CA -- a high school that's located in one of the toughest neighborhoods in the country.<br><br>Based on Coach's success, not only in life, but with the students' whose lives he directly influenced, <strong><i>Yes Ma'am, No Sir</i></strong> focuses on how basic lessons can change lives. From leadership, respect, and honesty to civility, goal achievement, education, and persistence, Coach inspires readers to go after their dreams and to be the person they aspire to be.