Have you ever hit a moment when you just wanted to give up? Your legs feel heavy, your heart is pounding, your brain is screaming, “That’s it. I’m done.”
I’ve been there too. But what if I told you that in that exact moment, you were only using 40% of what you’re truly capable of?
That’s the idea behind David Goggins’s 40% Rule—a simple yet powerful mindset that completely changed the way I approach challenges, both big and small. I first experienced its impact in a very real, sweaty, unforgettable way during my first ever half marathon—the Hackney Half in London, back in May 2022. I didn’t know it at the time, but that race was more than just a finish line. It was the beginning of a new way of thinking.
In this post, I want to share what the 40% Rule means to me, how it helped me discover a deeper well of strength during that race, and how you can start using it in your own life—even if you’re not running marathons.
What Is the 40% Rule?
David Goggins, a former Navy SEAL and ultra-endurance athlete, says that when we think we’ve hit our limit—whether physically, mentally, or emotionally—we’re actually only at 40% of our potential. That means we’ve still got 60% left in the tank.
It sounds wild at first, right?
But Goggins speaks from experience. He went from being an overweight exterminator to becoming one of the toughest endurance athletes in the world. And throughout his journey, he realized something important: most of us quit too early—not because our bodies fail, but because our minds tell us to stop.
And that stuck with me.
My First 40% Moment: Hackney Half, May 2022
Let me take you back to May 2022, to a warm spring morning in East London. I had signed up for the Hackney Half Marathon, not entirely sure what I was getting myself into. Sure, I’d done some training, but this was my first time running 21 kilometers in one go.
The start line was electric—music pumping, people cheering, runners of all levels buzzing with excitement. For the first few kilometers, I felt great. I was in the flow, soaking it all in. But somewhere around kilometer 16 or 17, everything started to change.
My legs were heavy. My breath felt shallow. Every step took effort. And that little voice in my head grew louder:
“You’ve done enough. No shame in walking.”
“Just slow down. You weren’t built for this.”
I genuinely considered stopping.
But then, somewhere in the back of my mind, I remembered something I had heard from David Goggins on a podcast:
“When your mind tells you you’re done, you’re only at 40%.”
And something clicked.
I told myself, Let’s just see if I can do one more kilometer. I didn’t need to sprint. I didn’t need to impress anyone. I just needed to keep going.
So I did. One step at a time. And somehow, I crossed that finish line.
It wasn’t graceful. But it was mine.
And I’ll never forget that feeling—not just of finishing the race, but of realizing: I had so much more in me than I thought.
Why the 40% Rule Matters (and Not Just for Runners)
This mindset stuck with me long after the race. Here’s why I think it’s so powerful:
1. We Often Stop at “Hard”
In today’s world, we’re trained to seek comfort—comfortable jobs, comfortable temperatures, comfortable routines. The moment things get a little difficult, our instinct is to pull back.
But growth doesn’t live in comfort. It lives just beyond it.
The 40% Rule reminds me that when something feels hard, that doesn’t mean it’s impossible. It just means I’m growing.
2. Our Mind Gives Up First
Our bodies are pretty amazing. But our minds? They’re tricky. They love to protect us—and that’s not a bad thing. But sometimes they protect us a little too much.
They convince us to stop long before we actually need to. The 40% Rule helps me recognize that inner voice—not to silence it, but to choose not to be ruled by it.
3. Real Confidence Comes from the Struggle
It’s easy to feel good when things are going well. But the moments that build true self-belief? They’re the ones where we push through, even when it’s hard.
The final stretch of that half marathon wasn’t my strongest physically, but it was the moment I became mentally tougher.
How I Use the 40% Rule Today
1. Training for Races (and Life)
Since Hackney, I’ve taken on more endurance events—triathlons, long training days, and challenging workouts. And every time I feel that voice creeping in—“You’re tired, just stop”—I go back to that finish line in London.
I remind myself: You’ve been here before. You’ve pushed through. You can do it again.
And it works. Not always easily, but always honestly.
2. In My Work and Creative Life
Whether I’m writing, managing a project, or preparing a speech, I hit mental blocks. We all do. But now, instead of quitting or procrastinating, I ask: What if I’m only at 40%? What happens if I just do 10 more minutes?
So often, the best breakthroughs happen after the part where I wanted to walk away.
3. Daily Discipline and Small Wins
The 40% Rule shows up in small, everyday choices. Waking up early when I’d rather sleep in. Finishing a book. Saying no to distractions. Meditating even when my mind resists.
It’s not about going to extremes—it’s about choosing growth, over and over again.
How You Can Use the 40% Rule (Even If You’re Not a Runner)
This mindset isn’t just for athletes. It’s for anyone who’s ever struggled, doubted, or wanted to give up. Which, let’s be honest, is all of us.
Here are a few gentle ways to bring the 40% Rule into your life:
1. Start Noticing the “I Want to Quit” Moments
That voice inside you—the one that says “I can’t”—isn’t your enemy. It’s just scared. But you don’t have to listen to it every time. When you notice it, pause and ask: Could this be my 40% moment?
2. Try Just One More
One more minute of focus. One more paragraph. One more step. You don’t need to double your effort—you just need to go a bit further than your comfort zone. That’s where the magic starts.
3. Build Your “Proof Jar”
David Goggins talks about a “cookie jar”—a mental place where he stores memories of past wins. I like to think of it as a “proof jar.” Each time you do something hard, store it there. Pull it out when the next challenge comes.
Hackney Half is my first proof. What will yours be?
4. Celebrate Progress, Not Perfection
You don’t have to be superhuman. You just have to show up, again and again. The goal isn’t to never struggle—it’s to keep going even when you do.
From Hackney to Here
Looking back, I had no idea that the Hackney Half would teach me something far more valuable than how to run. It taught me how to keep going—even when I felt like I couldn’t.
That race showed me what the 40% Rule looks like in real life. It’s sweaty. It’s emotional. It’s powerful. And most importantly—it’s possible for anyone.
So here’s what the 40% Rule means to me now:
✨ When things feel hard, I don’t panic—I check in.
✨ When I want to quit, I give myself a chance to try just a little more.
✨ And when I cross a finish line—literal or metaphorical—I carry that moment forward as proof of who I really am.
You’ve got more in you. We all do.
So the next time you hear that inner voice saying “stop,” ask yourself:
“Am I really done—or am I just at 40%?”
Then take one more step.
