Sir Alex Ferguson has morphed from soccer coaching legend to wise man of management—or at least that’s the plan.

The 73-year-old Ferguson, who won 38 trophies in 26 years coaching Manchester United just released his third book: “Leading: Learning From Life and My Years at Manchester United,” written with Michael Moritz, the Sequoia Capital executive. The book is 400 pages of anecdotes and musings culled from Ferguson’s years as a player and manager arranged to provide lessons about everything from inspiring excellence, to...