Slaying the Standard

The leadership book for people who hate leadership books.

Forget jargon, ditch the fluff. This is not a feel-good manifesto, or a TED Talk in hardcover. Slaying the Standard is a battle-tested, brutally clear operating system for anyone serious about raising the bar, in life, in work or war.
Antonio Iozzo – billionaire entrepreneur, fighter and reformer – doesn’t preach from the mountaintop, he writes from the trenches.

Born in South Africa, forged through failure, betrayal, and addiction recovery, Iozzo built his companies by tearing mediocrity out at the root. This book shows you how he did it, and how you can too. But don’t expect motivation, expect method.

Structured like a tactical playbook, each chapter moves with precision through insights, stories, systems, and consequences. With iconic visuals and field-forged frameworks, it reads like Atomic Habits fused with The Hard Thing About Hard Things – but distilled into pure execution: leaner, sharper, and mercilessly useful.

Yes, it’s about leadership. But really, it’s about execution, discipline and standards – the stuff that gets you out of bed when the world is noisy and begging you to lower the bar.

You don’t have to run a business to need this book. You just have to be tired of compromise, and ready to lead something, even if it’s just yourself. Raw, usable, unapologetically high impact. Slaying the Standard isn’t a book you read, it’s a standard you choose.

Antonio Iozzo is a distinguished entrepreneur and business leader known for his exceptional journey from humble beginnings to achieving remarkable commercial success. As the CEO and founder of IUM, Über Property Developments, Body Action Gym, and The 11th Floor Rooftop Restaurant and Cocktail Bar, Antonio leads a R3 billion conglomerate, spanning insurance, construction, hospitality, and the health and wellness sectors. Antonio's expertise lies in his ability to transform challenges into opportunities, demonstrating an unwavering commitment to continuous growth and making a meaningful impact. His journey began when he had to leave school in Grade 11 to support his family after his father was diagnosed with multiple sclerosis. Despite numerous setbacks, including a failed restaurant venture, Antonio’s resilience shone through as he ventured into the insurance industry, ultimately founding his own brokerage in 1999. In 2018, Antonio had a near-death accident on his Ducati Panigale superbike at a notoriously dangerous South African racetrack. Despite sustaining significant injuries, including a shattered T7 vertebra, 14 broken ribs, and punctured lungs, medical professionals were incredulous that Antonio had not been left paralysed. During a series of operations in South Africa and the United States, he was prescribed OxyNorm, the opioid painkiller commonly known as Oxy in the US, where it's been linked to millions of overdose-related deaths. No one in the medical fraternity ever warned Antonio of its highly addictive nature. Over the next five years, this highly driven businessman grappled with a dual existence. His once magnificent life, built from rags to riches, began to unravel as he consumed copious amounts of Oxy to manage his debilitating back pain, alternating with even more addictive Suboxone to withdraw. As he expanded his multibillion-rand business empire, Antonio found it increasingly challenging to conceal his inner turmoil. Finally, in a mammoth surge of determination and willpower, Antonio went to battle with the opioid dragon and triumphed. His incredible story is a testament to his robust spirit and refusal to ever give up. Today he is free of his addiction. As an inspiring leader who believes in leading by example, Antonio continues to motivate his team and countless others with his mantra: “Strive for continual improvement in everything that you do.” His journey serves as an inspiration, proving that with resilience and determination, any challenge can be conquered. Follow him on social media: @antonioiozzo_official on all platforms.