What Leaders Can Learn From Joe Burrow’s Approach To The NFL Season

CINCINNATI, OHIO – JULY 26: Joe Burrow #9 of the Cincinnati Bengals participates in a drill during training camp at Kettering Health Practice Fields on July 26, 2023 in Cincinnati, Ohio. (Photo by Dylan Buell/Getty Images)

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It may be early August, but make no mistake: the year is already barreling toward its final chapters. The calendar might say “summer,” but signs of the fall season—and the high-stakes urgency it brings—are already upon us. Schools are reopening in parts of the country, Halloween merchandise is creeping onto retail shelves, and in Canton, Ohio, the NFL kicked off its preseason with the Los Angeles Chargers taking care of the Detroit Lions in the Hall of Fame Game.

Sure, many of the stars stayed on the sidelines, but for those paying attention, there was a clear message: the best never truly take time off.

That includes Joe Burrow. After two disappointing seasons that saw his Cincinnati Bengals miss the playoffs, Burrow isn’t waiting for the regular season to start getting reps. He’s suiting up in the preseason—something many elite quarterbacks now avoid—and he’s doing it with intent.

“He’ll participate every single day like he normally would, fully healthy,” Bengals head coach Zac Taylor told the media. “We anticipate playing him more in preseason games than we ever have.”

That decision might raise eyebrows, but it earned applause from Bengals legend Boomer Esiason.

“These guys only have two preseason games, and I think he needs to play, I think they all need to play,” Esiason said. “They don’t find their rhythm until like Week 5 or 6—it’s ridiculous.”

Burrow knows: rhythm and readiness don’t happen by accident. You don’t just flip a switch. You put in the work long before the moment demands it.

It’s not just the NFL that understands this principle. There’s no offseason in business either. I wrote in Forbes earlier this year that the Philadelphia Eagles’ Super Bowl run underscored a truth we too often forget: sustained excellence doesn’t come with breaks. You either build habits of preparation in the off-hours—or you scramble to catch up when the lights come on.

The NBA’s Summer League is another perfect example. For players on the edge of rosters and coaches trying to prove they belong, those July games aren’t filler—they’re opportunities.

DeMarre Carroll, now an assistant with the Phoenix Suns, knows what it’s like to grind for that next role. Leading the Suns’ Summer League squad, he challenged his players to rise to the moment:

“I know I’ve been in their position before,” Carroll said. “So I just try to tell them: Go out there and compete, be who you are. Just try to play as hard as you can.”

That mindset caught the attention of new Suns head coach Jordan Ott. “He has a positive outlook on life… When he talks to guys, he has a different way about him,” Ott said. “We’re lucky to have him here.”

That’s leadership. Not the kind that waits for a formal title, but the kind that shows up early, speaks from experience, and pours belief into others.

While most people are still browsing back-to-school aisles, smart retailers are already thinking about December. Halloween decorations are rolling out, and the holiday season—the most critical stretch of the year for countless businesses—is on the minds of decision-makers.

The early forecasts are mixed. eMarketer is predicting the weakest growth in holiday spending since 2009. That’s not a typo. As Sky Canaves from eMarketer noted, “Marketers should prepare for tighter consumer budgets and take advantage of opportunities in mobile commerce, social platforms, and AI shopping tools.”

That’s a call for adaptability. The kind that doesn’t panic—but pivots.

But not everyone is forecasting gloom. At Practical Ecommerce, Armando Roggio offered a more optimistic view. “Could it be that Americans are heading into the holiday shopping season with confidence?” he asked. “The coming Christmas season promises to be both bold and efficient.”

Two experts with two very different predictions. But the message is clear: the results of Q4 will come down to what business leaders are doing right now. Not in October. Not in November. Now.

Joe Burrow could have taken the safe route. He could have limited his snaps, waited for Week 1. But champions don’t just show up when it’s convenient—they show up because the work matters.

That’s a challenge to all of us. Whether you’re a quarterback preparing for a deep playoff run, a summer league coach building tomorrow’s stars, or a business leader looking to finish the year strong, this moment matters.

There is no offseason—not for athletes, not for leaders, and not for any organization that wants to build something that lasts. So, as the temperatures stay high and the calendar creeps toward fall, ask yourself if you are preparing like it’s still summer, or performing like it’s already game time? Because those who wait to find their rhythm may never find it at all.