“You really should get a new pair of shoes,” Chris said. It didn't seem like a big deal, but it reminded me of something bigger: You are your greatest project—and even small choices shape that project over time.
Now I don't tend to spend money on things like shoes or clothing all that much — that is, unless it has some form of meaning to me.
I own a Doctor Fate shirt that I wore during a personal retreat last year because of the symbolism. I have a black T-shirt with the symbol for Black Bolt on it that I wear when I'm trying to be contemplative — Black Bolt is a Marvel superhero whose power lies in his voice. Even a whisper can be destructive. I also have another shirt that I use as a pyjama shirt – it features a quote from Stranger Things by Hopper: “Mornings are for contemplation and coffee.”
Wearing Intention: Because You Are Your Greatest Project
The shoes I'd been wearing were running shoes I bought in Nashville during a conference hosted by my friend Jeff Goins, author of Real Artists Don't Starve and other books. The rest of my footwear was relatively clean — aside from two pairs of Gary Vaynerchuk-branded K-Swiss shoes: “Clouds and Dirt” and “Positivity and Optimism.” (I'm not big on hustle culture — as you may have gathered — but there are elements of Gary's message I still appreciate.)
“The shoes that you're wearing aren't good for lifting. They're fine for running, but not for weight training. You need something with a flatter sole. And if you can find something that works for both, even better — especially for travel.”
That advice came from the aforementioned Chris, my trainer, who had guided me well up to that point. I was losing weight, feeling better, and getting fitter than I had in years. It was like the process of getting in shape was improving the project that was… me.
So, I didn't hesitate. After that workout, I went to the mall.
I skipped the typical running store and headed to SportChek, a popular sporting goods chain here in Canada. I knew I didn't need the most expensive pair — that's just not how I spend. But I did want something practical: shoes that worked for lifting and the occasional short run. I wasn't trying to be elite — just fit. My nutrition and routines were doing their job. I wasn't entering competitions. The goal was sustainability.
Still, if I could find shoes that were both motivating and functional? That would be a bonus.
That's when I spotted the perfect pair.
The Rock, Motivation, and Momentum
I've followed Dwayne “The Rock” Johnson for decades — long before he hit WWE, back when he was wrestling as Flex Kavana in the USWA. So when I saw his Project Rock training shoes on the shelf, I knew exactly what I was looking at.
I wasn't just buying shoes. I was buying into intention.
He's been aligned with Under Armour for a while now. I remember when he launched the Rock Clock — an app with his voice waking you up to “get after it.” Even as a night owl, I found it motivating. (Especially because I'm not a 5 AM kind of guy.)
His signature Brahma Bull logo — one he's sported since his wrestling days — is all over the Project Rock line. I grabbed the shoes in my size without hesitation.
Inside the Box
Back home, I put the shoes to the test around the house. In the box were a couple of stickers (one now lives on my journal, the other I mailed to a fellow Rock fan — hey there, Casey!).
But there was also a card. A message that stopped me in my tracks:
“WE ARE ALL A PROJECT. We all have hopes, goals, dreams, and aspirations, and I've officially made it my project to help as many of you get after your goals as possible. Let's get after it and chase greatness together… Now let's have some fun.”
I'd always focused on process — but project? That hit different.
The Project That Is You
When you think of yourself as a project, things start to click. A project is complex. It has steps. It evolves.
But here's the key difference: Unlike other projects, you are never really done until you're done. The only moment your project ends is when you take your last breath. Your legacy continues, but the shaping of your story ends with you.
That's why the process matters so much. A process that's simple, flexible, durable, and sustainable gives you a stronger foundation—because you are your greatest project. And it's something I go deeper into in The Productivity Diet — a guide to shaping your relationship with time and output intentionally.
You won't be able to control everything. But you can choose to focus on the right things, consistently. And when you do? You stop just checking boxes. You start checking the right boxes.
Progress in Motion
Am I wearing those Project Rock shoes right now? Nope. I'm wearing Crocs, walking through my neighbourhood, still working on myself — one step at a time.
- This book? It's part of the project.
- This walk? Another part.
- Buying those shoes and using them with purpose? Still another.
Some ways of working on yourself will be easier than others. Some will demand more energy and boundaries than you expected. But if you want better outcomes, you'll need better systems.
You'll need clearer filters, more meaningful connections, and a deeper understanding of what productivity — or productiveness — means to you. And that definition? It'll shift as you do.
The Rock, Jeff Goins, and the Evolving Self
Look at The Rock: a football player who called himself “mediocre,” a wrestling icon who levelled up with craft and consistency, and now one of the most recognizable people on the planet. He's grown through process — and through the belief that he himself is a project worth building.
(And frankly, more people now know him as Dwayne Johnson than The Rock.)
Another great example? Jeff Goins.
For years, Jeff was a public-facing writer and teacher. His blog, books, and his conference helped countless creatives (myself included) find clarity and purpose. That version of Jeff had a real impact.
But over the past few years, he's taken a quieter but equally powerful path. He now runs Fresh Complaint, a company that helps others tell their stories through ghostwriting and editorial work. He's still in the creative world, but now he works from the wings instead of the spotlight.
When we met for coffee in Portland in mid-2022, I could tell something had shifted. He wasn't the “old Jeff” in a new phase — he had become the next version of himself.
So… What About You?
Dwayne. Jeff. Me. You.
We're all works in progress. We're all projects.
And the only way to finish your project with purpose is by setting your intentions — and then tending to them, again and again, as you grow. After all, you are your greatest project—and that project deserves your best attention.
Because no one else can finish your project for you.
That's up to you.
