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Library/Book/Can't Hurt Me
Grade B24 sourcesHIS-01359

Can't Hurt Me

Book · 2018 · Notable

42Editable slideCertificate

David Goggins self-published Can't Hurt Me; its publisher claimed over 7 million sales.

Joe Rogan

@joerogan · Dec 3, 2018

This book will change your fucking life. @davidgoggins It’s time to go to war with yourself. instagram.com/p/Bq6DqeblrM8/…

1.9K66
Post · @joerogan on X
Cover of Can't Hurt Me by David Goggins
Lioncrest Publishing
Joe Rogan on episode #1212 of his podcast, with David Goggins
The Joe Rogan Experience / Spotify
David Goggins in a CBS News interview
CBS News
Stacks of Can't Hurt Me with a New York Times bestseller seal
Robb Report Studio / Scribe Media
Goggins carries a log across a beach
Outside

Spread Score

How it works
Reach42Contagion35Breadth40Velocity60Longevity3342

Numbers

Milestone date
Week of Jan 7, 2019
Nov 15 ’18 to Week of Jan 7, 2019
Platforms
7
Started on Open web
Origin
Seeded
Media & publishing

Mechanics

  • Maker originPrimary
  • Underdog
  • Platform jump
  • Creator relay
  • Dupe economy

How it spread

Trace the origin

Goggins self-published his memoir through Lioncrest. Rogan endorsed it and Roll recommended its audiobook conversations. The paperback climbed PW's chart. WME signed Goggins after reported sales of 900,000 copies; he later sued Amazon over alleged counterfeits.

Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.

Google searchesAug ’18DecFeb ’19JunOctOct ’20Mar ’22Aug ’23Apr ’24DecNov ’25MilestoneOpen webAudioXRetailTVYouTubePress
Open webAudioXRetailTVYouTubePress

13 more events on this chart

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Timeline (16)

  1. November 2018

    David Goggins / Lioncrest Publishing seed · Nov 15 ’18

    Apple Books and OverDrive dated the ebook release to November 15.[1][2]

    Open the first post ↗

  2. Fearless Motivation platform jump · Nov 19 ’18

    Fearless Motivation published a Goggins interview that linked to book pre-orders.[3]

  3. David Goggins / Adam Skolnick owner response · Nov 28 ’18

    Audible dated the annotated audiobook to November 28; it offered over two hours of exclusive bonus content.[4][5]

  1. platform jump · Dec 3 ’18

  2. press · Dec 5 ’18

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Why it worked

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Origin
Seeded
Sector
Media & publishing
Region
US
Reported figure
—
Evidence
Grade B

Spread the same way

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$5.7M revenue

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How the next thing spread, the week it does.