Self-Motivation in Language and Thought: A Case Study of David Goggins’ Memoir Can’t Hurt Me (2018)

The present study explores how the conceptualization of the Self shapes and reflects David Goggins’ philosophy of self-motivation in his inspirational memoir Can’t Hurt Me: Master Your Mind and Defy the Odds. As a form of self-narration, an inspirational memoir allows authors to share personal experiences in ways that positively inspire readers. This study draws on the SUBJECT-SELF bifurcation metaphor system, which views the Self as divided between a Subject and one or more Selves. It examines how Goggins’ understanding of his ‘Self’ both structures and reveals his internal strategies for self-motivation, defined as the internal process that drives individuals toward success, goal pursuit, resilience, and mental toughness. The analysis identifies several SUBJECT-SELF metaphors in Goggins’ narrative, including MENTOR-PROTÉGÉ, DRIVER-PASSENGER, and WARRIOR-WEAPON. These metaphors not only illustrate how Goggins conceptualizes himself but also reveal eight key strategies for self-motivation: (1) confrontation, (2) setting goals, (3) mindset reprogramming, (4) self-directed speech, (5) preparation and equipment, (6) taking souls, (7) recalling past victories, and (8) the 40% rule. A major finding is that Goggins’ motivational strategies align with established psychological practices that target the internal drive for change. The study concludes that SUBJECT-SELF metaphors are crucial in expressing the conceptual patterns underlying motivational discourse. They offer insight into how metaphor shapes self-perception, motivation, and identity in memoir writing, highlighting the powerful role of internal dialogue in achieving personal transformation.