What if I told you that all the things you think you cannot do – or someone else thinks you cannot do – are possible? What if limits don’t really exist? What if our perceived limits are really just unlimited possibilities?

I’ve experienced a lot of “can’t” moments during the past decade. I like to think of them as self-inflicted limits: I can’t run a marathon. I can’t run a marathon that fast. I can’t qualify for the Boston Marathon. I can’t … and yet, I did … when I changed my perspective and started to live unlimited.

What it means to live unlimited is different for everyone, but it’s about refusing to believe in the word “can’t,” a consistent push to go above and beyond what we think is our limit and showing the world that limits don’t define us.

Here’s 90 seconds of proof:

I believe that we all have the power to defy our limits. Sometimes it takes a lot of hard work, sacrifice, time and heart, but it is always possible. I believe that we are all stronger than we think and capable of more than we realize we can do. Sure, I’m not going to qualify for the Olympic Trials anytime soon, but I do have the power to defy all my own limits to run a 3:25 or faster some day. Sure, my good friend Joe who has a muscle-debilitating disease called spinal muscular atrophy is not going to be able to walk, but he can still fly (as you saw him go skydiving to celebrate his birthday and doubling his life expectancy in the above video). My friend Devin who is living with Duchenne muscular dystrophy may not be able to run a half marathon, but he can still become a half marathon finisher (which he has by being pushed in a special chair).

Limits don’t have to be limits. Limits can be opportunities to overcome what seems impossible.

Live Unlimited is a new campaign by the Muscular Dystrophy Association launched today that will run through July 31. I have the great fortune of leading marketing communications and brand management for MDA and have had the honor of building this campaign alongside an incredible team of individuals, families and colleagues. The reason I’m sharing it with you is because the idea of living unlimited transcends all of us. Those of us in the running community can certainly attest to the profound empowerment and change we’ve experienced by defying limits in our running: That first finish line crossed. That first medal draped around our neck. That personal best achieved after a training cycle where we gave it everything we had.

We all face limits in life, and we all have the power to defy them. With all the tragedies in our country during the past week, never has there been a better time to remember to live freely and fully, unbound by fears and “I wishes” and “I might some days.” We have this one life, so why not live it unlimited.

To share how you #LiveUnlimited and create a custom graphic like the one I made above with my #LiveUnlimited moment (qualifying for the Boston Marathon for the first time at the 2014 Chicago Marathon), visit mda.org/LiveUnlimited. For every moment created and shared to social, a generous sponsor will donate $1 to MDA, up to $30,000, to support groundbreaking research, provide care for kids and adults with muscular dystrophy from day one and empower families with services and support in hometowns across America.

How do you #LiveUnlimited?