Our Story

The Why Not Win Institute was born from a simple but powerful question posed by entrepreneur, author, and philanthropist Larry D. Thornton, Sr.: Why not win? Larry's journey from the segregated streets of Montgomery, Alabama, to becoming the first Black McDonald's franchise owner in Birmingham and a respected boardroom leader inspired him to share the lessons he learned along the way. His bestselling book, Why Not Win?, became the blueprint for the Institute's mission: to develop courageous leaders, strengthen organizations, and create a culture of winning for all.

Co-founded by Dr. Zillah Fluker, Ph.D., a nationally recognized higher education and advancement leader, the Why Not Win Institute combines real-world business insight, leadership development frameworks, and community empowerment to help individuals and organizations thrive. Through workshops, corporate trainings, speaker series, and its signature Winning Communications & Leadership curriculum, the Institute teaches practical strategies that build resilience, strengthen relationships, and inspire people to perform at their highest potential.

What sets the Institute apart is its focus on actionable results. Whether working with Fortune 500 companies, HBCUs, nonprofits, or student leaders, the Why Not Win Institute doesn't just talk about leadership - it equips people to live it. Programs emphasize mentorship, inclusive leadership, personal accountability, and creating opportunities for others - multiplying the impact across workplaces and communities.

Today, the Why Not Win Institute partners with corporations, universities, and organizations across the country, helping them close leadership gaps, cultivate talent pipelines, and create environments where everyone has the chance to win. Its growing network of alumni, corporate partners, and community advocates are living proof that when you invest in people, entire organizations — and communities — can transform.

About the Why Not Win Institute The Why Not Win Institute is a 501(c)(3) nonprofit organization dedicated to leadership development, communication training, and personal growth for individuals at every stage of life. Founded in November 2019 by entrepreneur and author Larry Thornton, the Institute is built on the principles from his acclaimed book, Why Not Win?

Our mission is to cultivate individual excellence by connecting participants with transformative leadership lessons, communication skills training, and strategies for winning in life and business. We have delivered programming to leading corporations—including Harris Corporation, Alabama Power Company, and Coca-Cola Bottling Company United (Atlanta)—and to top colleges and universities such as Auburn University, Texas A&M University, University of Alabama at Birmingham, Fisk University, Alabama A&M University, and Alabama State University.