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:

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:

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.

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