This Sunday marks 60 years since the founding of Life Management Services, Inc.—a company that would grow, evolve, and eventually become known worldwide as Executive Books, Tremendous Life Books, and now, Tremendous Leadership. But back in 1965, it began not as a master plan but as a moment of heartbreak, humility, and holy disruption.
My father, Charlie “Tremendous” Jones, entered the insurance business at 22. By 23, he was already a legend in the making—named Mutual of New York’s (MONY) Most Valuable Associate. By 37, his organization had exceeded $100 million in sales, and he had earned the company’s coveted management award for recruitment and business growth.
What most people didn’t know—and I didn’t even discover myself until just before his passing in 2009—was what happened in the quiet in-between. At the peak of his success in 1964, Dad left MONY to join a company specializing in insuring Christian people in business. It was a dream come true: his love for insurance merged with his passion for the Lord.
But just one year later, in 1965, he was let go.
He never spoke much about it—Dad was a consummate professional—but it was clear the departure was neither expected nor handled with grace. His spirit was crushed. One moment, he was a six-figure earner with five kids (I was just over a year and a half old); the next, he was standing at the edge of the unknown.
When I asked why he didn’t return to MONY, he said something I’ll never forget: “I already told them I was moving on. I’m not going to go back on my word.”
So what would a young Tremendous do next?
The Tremendous Transition
Five bread snappers to feed, a wife at home to support, and not a safety net in sight.
First up—write a book.
In 1965, Life Is Tremendous hit the shelves. It has never gone out of print—let that sink in—60 years of continuous circulation. Inside, Dad shared his 7 Laws of Leadership; Leaders are Readers, and his testimony of meeting Christ in 1950. It wasn’t just a book—it was a blueprint for a tremendous life.
And it wasn’t easy. My father traveled tirelessly, often sleeping in train stations or taking “showers” in airport sinks just to be stage-ready. He sold books town by town, handshake by handshake. By the time I was old enough to understand what my father did and join him on his trips, he was already a renowned fixture in the personal development space. But my older siblings remember how tough it was in the beginning. He was on the road up to 250 days a year. My mother resorted to powdered milk and sewing clothes for her six children (my little sister was born in 1966).
He named his new endeavor Life Management Services, Inc., officially formed on May 25, 1965.
And what better tools to manage one’s life with than books and people?
Dad often quoted his most famous mantra: “You’ll be the same person five years from now that you are today except for two things: the people you meet and the books you read.”
He drew inspiration from Will Rogers, who once said: “A man only learns by two things, one is reading, and the other is association with smarter people.”
Dad took that wisdom and gave it wings. And he lived it out.
And speaking of tremendous—that word? That nickname? It came from that very first book. Because he said it so often, with such joy, people began calling him what they heard him declare again and again:
“Tremendous!”
He believed every moment—good, bad, or gritty—was still a chance to grow, laugh, and lead. And he infused that belief into every talk, every book, and every handshake.
That’s how Charlie “Tremendous” Jones was born.
What We Can Learn
Before we close, let’s pause and reflect on what this Tremendous Transition still teaches us today:
- When it’s the darkest, something brilliant is about to appear.
- When those you trusted most let you down, it may be the moment you discover your true tribe.
- Tremendous resonated with everyday people because Dad was one of us.
He was trusting, broken, hopeful, forgiving, and resilient.
If Charlie hadn’t been let go in 1965, I have no doubt he would’ve remained a force for good in the insurance industry. But this global movement—this legacy—wouldn’t exist. And I know when he took his final breath and saw how it all worked together for good. He was beyond grateful.
A Tremendous Thank You
And so are we.
Charlie’s legacy exists because of one thing:
The grace and favor of God.
And because of one more thing:
YOU.
To our readers, authors, customers, and champions—thank you.
To the prayer warriors and book lovers.
To our team, our partners, our cheerleaders.
To every single person who ever bought a book, shared a quote, or gave us a word of encouragement…
You are our tremendous tribe.
And you are the reason we’re still here.
Without you, Tremendous Leadership would be a fond remembrance.
With you, it’s a radiant future.
From our family to yours: Happy 60th Anniversary.
Here’s to the next decade being the best one yet.
🎉 Because life is still—and always—tremendous. 🎉
