From Viral Moment to 'Inner Excellence': Mastering the Mental Game

During this past Sunday's wild-card playoff matchup, a moment went viral that didn’t take place on the field but rather on the Philadelphia Eagles’ bench. In their 22-10 win over the Green Bay Packers, wide receiver A.J. Brown was captured by FOX cameras doing something unexpected: reading a book.

Yes, reading. Not a playbook, but a book titled Inner Excellence by performance coach Jim Murphy. The book, designed to help readers train their minds for extraordinary performance and a fulfilling life, has become a cornerstone of Brown’s game-day routine.

While this was the first time the cameras caught him mid-read, this practice is far from new for Brown. He’s been bringing the book to every game, and his teammates have affectionately nicknamed it "the recipe."

Brown, who had 67 catches for 1,079 yards and seven touchdowns during the regular season, shared in the post-game interview why Inner Excellence has become such a vital part of his process: “Man, it gives me a sense of peace. That’s a book that I bring every single game. My teammates call it ‘the recipe,’” Brown explained. “It’s the first time y’all got me on camera, but it’s not the first game. It’s got a lot of points in there, a lot of mental game, a lot of mental parts about it, and you know for me this game is mental.”

For Brown, football is “90% mental and 10% physical.” The book serves as a touchstone for him, helping him reset between drives—whether he’s just scored a touchdown or dropped a pass. “I always go back to that book every drive and just refocus,” he said. “Nothing matters, nothing happened. Just re-lock back in.”

Brown’s viral moment on the bench offers powerful lessons for anyone striving for excellence—whether on the field, in the boardroom, or in life:

1. The Mental Game Is the Game: Excellence begins in the mind. Brown’s reliance on mental conditioning underscores how critical mindset is for performance. Are you investing in your mental game as much as you are in your physical abilities, hard skills, and soft skills?

2. Cultivate Grounding Habits: Brown’s ritual of reading between drives is a testament to the power of habits. What practices can you cultivate to ground yourself and stay locked in, no matter the circumstances?

3. Put Your Work Into the World: Jim Murphy's Inner Excellence, published in May 2020, soared to #1 on Amazon's bestseller list following Sunday's game and viral moment. It's a testament to the fact that the work we dream of creating and the work we ultimately put into the world have the potential to inspire and uplift others in ways we could never predict. Create with the intention to impact just one life. Don't let fear or a lack of resources hold you back from sharing your voice and gifts with the world. Perfect timing is a myth — the time to start is now.

In a game defined by intensity, Brown has discovered a way to foster peace and clarity amidst the chaos. His approach encourages us all to reflect on how we handle pressure, recalibrate when things go our way—and when they don’t—and stay anchored to what truly grounds us.

As we face our own challenges and opportunities—whether leading a team, coaching others, parenting, or making high-stakes decisions—let’s consider these questions:

• What’s your "recipe" for staying locked in and grounded?

• How are you strengthening and prioritizing your mental game?

• What could you create today that might inspire someone tomorrow?

Often, the most profound lessons aren’t found in the heat of the action but in the quiet moments in between—when we pause, reflect, and prepare to perform with greater inner excellence.

Let us know what you think...

Did someone forward this to you? Subscribe for free here and get daily emails like this directly in your inbox.

Is there a story or theme you'd like to see The Daily Coach dive into this year? We'd love to hear your ideas here.