Some people see it more than an exercise and not something they "have to do," like a test of strength, a challenge, a little like climbing a mountain or doing a circuit lap or a 1/4 mile drag in a car and aiming for a better time. Why do people do any of that stuff? Chasing a big deadlift is no different. We've all got different reasons for doing what we do.
Some guys want a big bench whereas I'm only interested in building a bigger chest with presses. I'm not going to criticize them for it. On the other hand the deadlift is a lift I don't do for bodybuilding reasons and it's a great feeling to keep a log of your progress and see the numbers going up. Nobody here is ever going to have a big deadlift just going through the motions because to have any chance at all they've got to really want it.
The only thing to keep in mind, and you probably know this already, is it's going to slow down at some point and you kind of hit the wall. If that didn't happen we'd all be world class powerlifters in no time. Beyond that point it becomes a lot harder to make progress and that's where you'll have to start bringing up various weak points (hams, glutes, upper back, abs, etc.) with assistance work to continue making steady progress.
It's also important to keep up your rep work on deads and not get too carried away with the singles because it's the rep work that's going to bring up all those muscles involved to ensure you don't get injured when chasing maximal lifts.
I've never missed one either which some people find hard to believe when I discuss my training. I always keep a little in reserve, a max lift is probably 10-15lbs below what I'd be capable of psyched up at a PL meet, and I'm realistic about the progression. I never attempt to lift more than 10lbs above my last PR and I'm not attempting PRs every week so I've yet to hit the wall.
Things did slow down a while back around 500 and as a result I changed my deadlift training and included more assistance work. I look at not failing in a positive way: it keeps my confidence high and I think it's also helped me avoid injuries. I've got no interest in taking 10 seconds to lockout a lift in the gym. That's the kind of stuff that belongs on a stage once or twice a year.
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