William Dunlop has set out to change the world through his 'demotivational' philosophical system and has lowered his own expectations for success. Angered by the wave of 'self-help' gurus peddling advice to a consumer market of folks looking for answers to life's difficult questions, William sets out to correct the misconception that we need experts to tell us how to be happy. He believes we ought to expect less out of life, and then we will not be so disappointed when tragedy strikes. Though a bit off the mark, he is trying his best to make sense of his own suffering. His demotivational speaking tour takes him back to the city where the seeds of his new philosophy are rooted.

The Aim Low story is about one person's attempt to come to terms with his own deeply personal tragedy. If there is any moral to this tale, it is that healing and hope often come from unexpected encounters and with family, friends, and even strangers. The remarkable thing about the tale of William Dunlop is how ordinary people can be extraordinarily remarkable.