For those who refuse to let their mind hold them back.
Intentional Attention is a trainable skill — the ability to deliberately direct your focus to what drives performance, especially when pressure, distraction, and uncertainty are highest.
Built on more than two decades of applied sport and performance psychology, the IA Framework gives high performers a proven system for understanding how they think under pressure, setting clear mental intentions, executing with discipline, and recovering to do it again — consistently, at their best.
Dr. Justin Anderson is one of the nation’s leading high-performance sport psychologists and the Founder and CEO of Premier Sport Psychology and Premier Performance Advising. With over 20 years of experience, his work has supported Hall of Famers, All-Pros, world and national champions, and organizations across the NFL, NBA, WNBA, MLB, NHL, MLS, and NWSL, as well as collegiate, Olympic, and executive clients across industries.
His approach is grounded in neuroscience, counseling and organizational psychology, and thousands of hours embedded in real performance environments (locker rooms, sidelines, and boardrooms) where attention, decision-making, and emotional regulation are tested in real time. That applied experience forms the foundation of his book, Intentional Attention.
A licensed psychologist, Certified Mental Performance Consultant, and former collegiate quarterback, Justin brings a blend of scientific rigor, clinical depth, and lived experience to his work. He is a sought-after keynote speaker at national and international conferences and designs scalable performance and leadership programs for organizations seeking clarity, confidence, and consistency under pressure.
Intentional Attention introduces the IA Framework — a research-backed, field-tested system for understanding how our minds work under pressure and training them to perform at their best.
Understanding who we are, how we think, and what drives us — including our identity, values, motivators, and the fears and biases that quietly shape our performance.
Learning to set clear mental direction before we perform, so we show up purposeful and prepared rather than reactive.
The practical tools and techniques to Attention precisely in the moment — and stay there when pressure mounts.
A simple, structured process for learning from every performance so we grow faster and smarter.
The often-overlooked foundation: how we recover, restore, and sustain high performance over the long haul.
We start with the science — how attention actually works, why it breaks down under pressure, and what that means for how we perform.
We move into the IA Framework in depth, with the assessments, exercises, and mental tools to begin building intentional Attention into daily practice.
We bring it to life across real performance contexts — sport, business, leadership, and beyond — with case studies and applied strategies drawn from the field.
Intentional Attention works across every arena of performance.
From the locker room to the front office, Attention is the difference between good and great. Explore how the IA Framework helps competitors, coaches, GMs, and athletic directors sharpen their mental game and perform when it counts most.
The boardroom demands the same mental precision as the playing field. Discover how executives, teams, and organizations are using Intentional Attention to lead with clarity, make better decisions under pressure, and build cultures of Attention.
Intentional Attention starts with knowing yourself. Explore our suite of performance assessments and applied tools designed to measure how you Attention, identify what gets in the way, and build a personalized plan for improvement.
Developed in the field — and proven across every organization Justin leads.
Premier Sport Psychology is one of the largest sport psychology consulting firms in the country, working with professional athletes, collegiate programs, and national teams across every major sport. Our team of sport psychologists and performance consultants integrate the IA Framework into already developed systems: training rooms, performance centers, and high-stakes competitive environments where Attention and mental performance are the difference makers.
Premier Performance Advising brings the same mental performance principles that drive elite athletes to executives, business leaders, and high-performing professionals across industries. Through individual coaching, team training, and organizational consulting, we help leaders develop elite Attention, clarity, and resilience to maintain energy throughout the grind of daily stress and continue to perform at their best in the moments that matter most.
Justin has spoken for professional sports organizations, corporate conferences, universities, and leadership summits across the country. His keynotes go beyond inspiration — they give audiences a concrete mental framework they can apply the moment they walk out the door. Whether the room is full of athletes, executives, or emerging leaders, the message is the same: Attention is a skill, and it can be trained.
For organizations that want to go deeper, Justin and Premier offer more immersive workshop and retreat experiences that move teams through the IA Framework hands-on. Participants leave with personalized Attention tools, a shared performance language, and a practical plan for applying intentional attention in their roles.
Workshops are available for corporate teams, athletic departments, coaching staffs, and leadership groups.
“In high-performance environments, the ability to stay focused and make clear decisions under pressure is critical. Justin and his team have been valuable partners for the Minnesota Timberwolves and Lynx in helping develop that skill across both players and leaders. This book provides a practical framework for doing that consistently.”
