You talk to yourself all day. Make sure it’s you talking—not your fear. That inner voice can make or break you. Goggins trained his like a muscle, challenging every excuse with a command.Whenever you hear “I can’t,” answer back with proof. Replace doubt with direction. Take control of the conversation in your head—and you’ll take control of your life.

Dominate your inner dialogue

Doubt isn’t just something to endure—it’s fuel. When someone tells you you’re not good enough, you have two options: believe them, or burn their words into your fuel tank. Goggins did the second. Every insult became a rep. Every failure, a reason to keep going.
To transform doubt, you have to flip it. Make it your scoreboard. If they don’t believe in you, great. That means it’s time to prove them wrong, step by painful step.

Use doubt as rocket fuel

Motivation comes and goes. Discipline doesn’t ask how you feel—it asks what you promised. The difference between average and elite is showing up when you least want to. That’s when you build grit.Set the alarm. Prep your gear. Remove choice from the equation. Discipline is the shortcut to doing hard things—consistently, without negotiation.

Discipline over motivation

Growth doesn’t come from ease. It comes from choosing the hard road on purpose. Most people wait for life to test them—Goggins tested himself daily. That’s what made him mentally unbreakable.When you volunteer for suffering, you stop fearing it. You become the kind of person who doesn’t flinch. Not because it’s easy—because it’s earned.

Seek voluntary suffering

Accountability isn’t about shame—it’s about truth. The mirror doesn’t lie, and neither should you. When you finally face the facts about your habits, excuses, and choices, you gain power. That’s the first rep.Start where you are. Write it down. Say it out loud. Get brutally honest. Only then can you fix what’s holding you back. No sugarcoating. Just truth and a plan.

Accountability mirror

Most people never push past discomfort—they listen to that first voice that says “stop.” The 40% Rule flips that voice on its head. When you think you're out of strength, you're usually not even halfway done. Pain isn’t the end—it's the beginning of a second wind.
Your limits are mostly lies. Your brain is trying to protect you from effort, not failure. The moment you want to quit is the perfect time to keep going. That’s when the real growth kicks in.

The 40% Rule

Mental toughness isn’t built in comfort—it’s built in chaos. Every day Goggins did something hard on purpose. Not for fun. Not for glory. But to toughen his mind, one repetition at a time. He didn’t run from pain—he trained in it.Callousing your mind means choosing discomfort on purpose. Cold. Reps. Silence. Pain. The more you do, the less fear controls you. You stop breaking down. You start breaking through.

Callous your mind

This one’s not for the faint-hearted. Goggins lived through hell—abuse, racism, failure—and then turned it into fuel. He didn’t just get fit. He rewired his brain to reject limits, excuses, and comfort. It’s brutal. It’s raw. But if you’re stuck in your own head, this will slap you awake—in the best way possible.

New York Times Bestseller Over 2.5 million copies sold For David Goggins, childhood was a nightmare - poverty, prejudice, and physical abuse colored his days and haunted his nights. But through self-discipline, mental toughness, and hard work, Goggins transformed himself from a depressed, overweight young man with no future into a U.S. Armed Forces icon and one of the world's top endurance athletes. The only man in history to complete elite training as a Navy SEAL, Army Ranger, and Air Force Tactical Air Controller, he went on to set records in numerous endurance events, inspiring Outside magazine to name him The Fittest (Real) Man in America. In this curse-word-free edition of Can't Hurt Me, he shares his astonishing life story and reveals that most of us tap into only 40% of our capabilities. Goggins calls this The 40% Rule, and his story illuminates a path that anyone can follow to push past pain, demolish fear, and reach their full potential.

David Goggins is an American ultramarathon runner, ultra-distance cyclist, triathlete, public speaker, and author. He is a retired United States Navy SEAL member who served in the Iraq War.

Seek voluntary suffering

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