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It's Time!: My 360-Degree View of the UFC Hardcover – May 14, 2013

4.7 out of 5 stars 66 customer reviews

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Q&A with Bruce Buffer

Bruce Buffer

Q. As a seasoned announcer, you’re famous for your energetic introductions. How do you prepare for that, and how do the fighters react?

A. I never rehearse my announcements nor plan my physical moves. What works best for me is to feed off the energy of the crowd as they react to seeing their UFC warriors enter the Octagon, and to seeing me when I begin announcing. This way I throw 100 percent of my passion for the sport into each bout, as I build the energy to a crescendo for the main event.

For me, giving myself that freedom to react to the excitement in the building—and to my own adrenaline rush!—is a much more exciting way to announce than sounding rehearsed and stiff. And I hope it feels that way to the fans as well!

Q. What are some things that fans might be surprised to learn about you in this book?

A. That I didn’t know that the legendary boxing announcer Michael Buffer was my half-brother until I was around thirty. We met only because I kept seeing him on TV and wondering why we had the same last name! About five years after we met, I dissolved two successful businesses to become his business manager and partner with a goal of expanding both his amazing talent for announcing and his five-word “rumble” phrase into every area of sports and entertainment.

A lot of fans probably don’t know that my dream of being an announcer has only been about working in the MMA, and specifically the UFC, from the very start. I always knew that if I couldn’t be announcing in the Octagon, I didn’t want to be announcing at all.

I also don’t know how many fans realize that I’ve been with this sport from the very beginning, and believed in it, long before it became the mainstream success it’s turned into today. (And that I had to play the greatest poker hand of my life to get my shot at becoming its announcer! That’s a story I tell in the book.)

Along those lines, I think fans will be surprised by just how much of this great sport’s history I can share with them—and by the insights and details I have about the fights and fighters they love.

Q. Outside of the Octagon, you’re also known as a successful poker player. Do you see any similarities between playing poker and fighting in the Octagon?

A. Mentally there are many similarities, such as sizing up your opponent over time and knowing when to be offensive or defensive. For instance, I think of reraising as counterpunching. And going all in with your chips and forcing your opponent to a decision is very much like going for a KO and has some of that same rush I used to get in the sparring ring. There’s nothing like that moment where either you knock them out or they knock you out for all your chips.

Q. You’ve been on the front lines of the growth of the sport. How can you explain the rapid rise of popularity with the UFC and MMA?

A. The UFC's incredible growth into mainstream entertainment—and the breakthrough multiyear contract with FOX Sports—is 100 percent due to the awesome business and marketing efforts of Dana White and Lorenzo and Frank Fertitta. They bought the organization in 2001 when it was at its lowest point and in danger of disappearing forever—and believe me, I know just how close we came. I was there!

Because of my history in the organization, I’m actually one of the few people who got an inside view of those dark years before they took over, and of how they made that turnaround happen—and, in fact, that’s one of the things I write about in It’s Time! The whole story’s too long to go into here, but if fans are curious, they should definitely check out the book!

And for now, let’s just say, every time I see those guys, I mentally bow to them. If they hadn’t taken over the UFC, we would certainly never be where we are today. We might not even exist.

About the Author

BRUCE BUFFER has been the official “Voice of the Octagon” for the Ultimate Fighting Championship since 1997.  He also manages the career of his brother, boxing announcer Michael Buffer, and has helped parlay Michael's "Let's Get Ready to Rumble®" catchphrase into hundreds of millions in sales revenue from licensed products and ventures. When he’s not traveling with the UFC, he makes his home in Southern California.
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Product Details

  • Hardcover: 288 pages
  • Publisher: Crown Archetype (May 14, 2013)
  • Language: English
  • ISBN-10: 0307953912
  • ISBN-13: 978-0307953919
  • Product Dimensions: 6.3 x 1 x 9.5 inches
  • Shipping Weight: 1.1 pounds
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (66 customer reviews)
  • Amazon Best Sellers Rank: #445,434 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Steve Harrison VINE VOICE on July 15, 2013
Format: Kindle Edition Verified Purchase
This an informative book about Bruce Buffer, not so much about the UFC. What it tells us about the UFC we could mostly read elsewhere except for a few tame anecdotes. That's understandable in a biography though a bit disappointing in a book that promises a "360-degree view" of the UFC. "360 degree" merely refers to when Buffer once spun around in the ring. (Whether Buffer's antics help or hurt the UFC as a matter of opinion; the book assumes, though, that they are a center of attention.)

The information about Buffer, though, completely changed my opinion of him. I had thought him a buffoon trading on his brother's name. He is instead a salesman. He worked in, ran, and owned (as I understand it; the book avoids giving many details) boiler-room sales operations. He then discovered that Michael Buffer is his half-brother and convinced him to let Bruce market him. Success at those, and a martial-arts hobby, led him to sell himself to the early UFC as an announcer. This book is mostly about Bruce the announcer but that's not his day job.

Like any good salesman Buffer has an ego as big as all outdoors and is quite comfortable with it. He is clever and talented, his life has been a string of successes, he is rich and has fancy cars and hangs out in beautiful places with famous people, he has pithy aphorisms (taken from his father, he suggests, and set out in lists) about how to live life. We expect and forgive that sort of thing in this sort of book. It is not intended to be introspective or critical; it is an entertaining, if saccharine, story for fans and followers.

The prose is breezy and conversational. I do not see a co-author listed (there is a lengthy list of credits; I may have missed a reference there) but a professional hand was involved at some point. The book rather goes out of its way to be G-rated; apparently the intended audience is largely juvenile.
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Format: Hardcover
I will be honest with you, dear readers. I eat, sleep and breathe mixed martial arts, combats sports and sports in general. There are very few books I pick up outside of this genre but within the genre I try to get my hands on every book I can. But between interviews, magazine deadlines, radio shows and everyday adult responsibilities, I find it hard to finish any book in a reasonable amount of time. Right now I easily have eight to ten books waiting to be read. You probably know the routine...pick it up, read a chapter, put it down. Pick it up, read a chapter put it down. Bruce Buffer's book "It's Time! My 360 Degree View of the UFC" is a definite exception to that pattern. I picked it up and found it very hard to put it down. So much so that I even took it on vacation recently and skipped the sand, sun and surf of the beach to sit inside and finish it. (Something Buffer himself probably wouldn't approve of otherwise.)

The self made man who has become as synonymous with the UFC and mixed martial arts as any other figure in the sport, Bruce Buffer shares stories from his formative years and his close relationship with his parents, brother and eventually long lost brother Michael (who you may have heard of) to behind the scenes stories from some of the most recent UFC events and everything imaginable in between, this book is highly recommended for any UFC, combat sports or Buffer fan.

Buffer talks at length about his time as a salesman, telemarketer and eventual manager and owner in this industry of Boiler Rooms, one in which he made a small fortune.
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I loved this book! A must read for any UFC fan! I had no idea Bruce Buffer was such an accomplished business man outside the UFC. I truly believe the success of this sport has a lot to do with people like Bruce Buffer,they do the job the do out of a love of the sport,in the beginning at least. Guys like Joe Rogan,Bruce Buffer, Chuck Liddell, Randy Couture,they made little to no money in the beginning,they did it because they love MMA as much as us fans!
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Bruce's book is a fun, informative, and very inspiring read. I enjoyed reading about his early successes in life and how he got involved with his brother's business and created a very powerful brand. How he got involved with the UFC and the behind the scenes stories were very entertaining as well. Any fan of the UFC will love this book and anyone that enjoys learning about why people are successful will find the book very motivating as well. Bruce was also nice enough to come on a podcast I do with my friend Sincere Hogan, "The Live Life Aggressively Podcast" which was a real pleasure as well. Bruce is a no-nonsense classy guy and I wish him all the continued success.
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I occasionally see UFC fights as I flip thru channels but never stopped on that Channel. After reading this book, I will be stopping
to view an UFC fight and listen the announcer Bruce Buffer (VOTO).

I was given this book by Bruce himself at an recent Mastermind event of several entrepreneurs. Bruce spent an entire day providing an awesome amount of business knowledge and now you can receive an inside view of the world of MMA/UFC.
Bruce holds your attention from chapter 1 right thru till the end and provides 16 Bufferisms throughout the book.

It is an easy read and you will want to buy another copy to give to your friends.

PS if you don't know what VOTO or octagon means you will by the time you finish this book.
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