San Diego Business Journal- Executive Profile (2007)

San Diego Business Journal Staff Seven years ago, William Lopez founded Alternative Strategies, which employs a pay-for-performance business model fast gaining traction in the industry.

Clients pay for public relations services only when he delivers a measurable beneficial outcome. Just what constitutes a beneficial outcome is something Lopez and his clients agreed upon in the beginning.

If he doesn’t deliver, Lopez doesn’t get paid.

“I love taking risks,” Lopez said. “Without risk you don’t grow.”