One of the books I’ve been reading recently is Can’t Hurt Me by David Goggins. While much of the book centers around extraordinary physical challenges, the lesson that resonated with me most had nothing to do with running ultramarathons or becoming a Navy SEAL. It was a simple idea that has stayed with me ever since.
Goggins talks about what he calls the “40% Rule.” His belief is that when most people think they’ve reached their limit, they’ve actually only tapped into about 40% of what they’re truly capable of. Whether that number is scientifically accurate isn’t really the point. The point is that our minds often convince us to quit long before we’ve exhausted our potential.
I think about that lesson in the context of our business. Every one of us has days when the market feels difficult, a transaction becomes frustrating, a client changes direction, or a prospect says “no.” Those moments have a way of convincing us that we’ve done enough for the day, that tomorrow might be a better time to make that next phone call, have that difficult conversation, or follow up one more time.
More often than not, that’s simply our comfort zone trying to negotiate with us.
The people who consistently achieve remarkable results aren’t necessarily the smartest, the most experienced, or even the most talented. They are the ones who have learned to become comfortable being uncomfortable. They make one more call. They attend one more appointment. They ask one more question. They spend another hour preparing. They don’t stop simply because something became difficult.
I’ve always believed that success is rarely the result of one monumental decision. More often, it’s the accumulation of dozens of small decisions to keep going when it would have been easier not to. That extra effort may not seem significant in the moment, but over weeks, months, and years, it becomes the difference between good and exceptional.
As we move through another busy week, I would encourage each of us to recognize those moments when our minds begin negotiating with our commitment. Instead of asking, “Have I done enough?” perhaps ask, “Is there one more thing I can do that will move me closer to my goal?”
You may discover that you’ve only been operating at 40% of what you’re capable of.
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