just ask jim messimer. it was his idea. >> i'm a very solution-oriented person and a lot of people, they position things as a problem. i look at them as opportunities. messaging is not what you say, it's how we say it. >> reporter: jim is a former professional soccer and football player who transitioned into a successful 20-year career as a silicon valley executive. a career that five years ago, jim decided to put on hold to start this. san francisco rbi is a non-profit bringing underprivileged children up to and beyond grade level in reading. >> other bugs we're going to read about in this book. >> reporter: there are lessons in the classroom and on the playing field. all focused on increasing literacy. >> i believe the core of education is reading. you cannot go to s.t.e.m., you cannot write code, you cannot do anything if you cannot read. >> reporter: it's a noble goal, one jim says has part of its roots in a very personal place. he and his wife, debby's, inability to have children of their own. unable t

just ask jim messimer. it was his idea. >> i'm a very solution-oriented person. and a lot of people, they position things as a problem. i look at them as opportunities. messaging is not what you say. it's how we say it. >> reporter: jim is a former professional soccer and football player who transitioned into a successful 20-year career as a silicon valley executive. a career that five years ago jim decided to put on hold to start this. >> we can see. >> reporter: san francisco rbi is a nonprofit bringing underprivileged children up to and beyond grade level in reading. >> this is one of the bugs we're going to read about. >> reporter: there are lessons in the classroom and on the playing field, all focused on increasing literacy. >> i believe the core of education is reading. you cannot go to s.t.e.m. you cannot write code. you cannot do anything if you cannot read. >> reporter: it's a noble goal, one jim says has part of its roots in a very personal place. he and his wife, debbie's, inability to have children of their own. unable to start a family, they decided