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My husband does a Thursday morning ritual that I think is just so cool! Now many of you may have heard me talk about Larry’s glory days as a high school and college wrestler, but this ritual isn’t about that. In the past three years, I’ve had the joy of watching him take over and more than double a business. Why? Because it’s not about what you’ve done, it’s about what you continue to do. Hence the Thursday routine.

Comedian, UFC commentator, and podcaster Joe Rogan has a saying that Larry loves “your inner *itch.” We call it IB in our house to keep it G-rated. Rogan and Larry both talk about conquering the IB. To do this, every Thursday, Larry takes on his IB. He dreads it at the time, but once it’s done, he feels the BEST he does all week.

It’s a physical and mental test. For Larry, it’s a part cardio and part lifting workout that pushes him just outside his comfort zone. As he puts it, he wants “make sure I still got it.” (And he does ladies!) It’s almost like he’s beating the IB out of himself.

So, this IB…you know those voices in your head telling you that you can’t or don’t want to do something? That voice that finds those excuses? That’s the IB. This Thursday morning routine is about pushing past that and training your brain to “YES” regardless of the perceived obstacles.

Like many things in business and life, it comes down to discipline. It works for physical and mental aspects. Conquering it physically makes him feel like he can do ANYTHING and that translates into results for his business.

I don’t want to do his IB routine, but I love how it works for him. And I love how it demonstrates the importance of discipline. I challenge you to come up with your own IB routine and do it once a week – or come up with another way to conquer it!