Super Bowl Champion AJ Brown’s Sideline Book, Inner Excellence, Complements the Sportsmanship Coach Playbook
Inner Excellence by Jim Murphy provides the mental-emotional foundation—self-awareness, inner drive, and mindset tools. The Sportsmanship Coach Playbook adds the actionable pathway: a system to channel that inner transformation into values-driven behavior and community impact. Here’s how they align:
- Focus on Internal Mindset Over External Wins
- Inner Excellence: Encourages athletes to detach their identity from external results by mastering emotions and focusing on the process, grounded in love, wisdom, and courage.
- Sportsmanship Coach: Moves beyond the win-at-all-costs mentality to play-with-purpose, emphasizing ethical growth and leadership during athletic interactions.
- Values-Driven Performance
- Inner Excellence: Emphasizes that the heart is the ultimate driver, fostering purpose, passion, and perseverance.
- Sportsmanship Coach: Promotes peace, unity, and respect—anchoring sports in values and community spirit.
- Self-Awareness & Emotional Mastery
- Inner Excellence: Helps athletes identify internal adversaries (e.g., “The Critic,” “Monkey Mind,” “Trickster”) and master emotions through journaling, visualization, and anchoring techniques.
- Sportsmanship Coach: Sparks awareness and self-evaluation through Athlete Focus Surveys, guiding athletes in values reflection and character development.
- Creative Expression & Mindset Tools
- Inner Excellence: Provides tools such as affirmations, visualization, and mental reframing to reprogram limiting beliefs and access peak performance.
- Sportsmanship Coach: Encourages athletes to use creative strengths—writing, art, speaking—to spotlight sportsmanship and transform team culture.
- Empowerment from Within
- Inner Excellence: Offers a modern “inner game” approach, teaching athletes how to lead themselves under pressure through lessons and stories from elite performers.
- Sportsmanship Coach: Empowers youth to lead their own sportsmanship initiatives, fostering leadership through athlete-led action.
- Community Impact
- Inner Excellence: Murphy’s nonprofit donates profits to humanitarian causes, bridging inner growth with real-world service.
- Sportsmanship Coach: Builds community through campaigns, summits, and storytelling—engaging athletes, schools, and families in shared values.
Takeaway
Integrating Murphy’s practices into the Sportsmanship Coach model—such as using visualization and heart-centered reflection in Athlete Focus Surveys—can significantly amplify character-led performance and create more values-aligned leaders in sports.









