3 Anti-Comfort Businesses That Are Making Millions

**Sam Parr** (0:00)
What does Nate Diaz say, one of our favorite fighters?

**Shaan Puri** (0:01)
He goes, stay ready so I don't have to get ready.

**Sam Parr** (0:04)
Nate goes, warriors are always ready to roll.

**Shaan Puri** (0:06)
Right.
I'm a ninja. Ninjas don't warm up.

**Sam Parr** (0:22)
All right, we're live, Shaan, and to the listener, at the end of this next 10 minutes, a little opener I have for you, I'm going to need you to make a promise to me. I need the listener to do the same to themselves. Now, before I get to that promise, let me tell you a little story.
There's this guy named Marcus Elliott. I read about him in this wonderful book called The Comfort Crisis. Marcus Elliott is an interesting guy. You can Google him. He's like this ripped older guy now. He's a doctor or whatever. But his story is that he got his MD from Harvard, and he thinks he's going to go down this route of being a doctor, but he hates it. He's not really into it. So he goes into sports, a world a lot more than I do, and he decides to work for the Patriots. The Patriots had an issue where they had something like 21 hamstring pulls per year, and they're like, dude, our guys keep getting hurt or it's losing us millions of dollars, help us out.
So Dr. Elliott helps them out and they reduce their hamstring pulls to only three per year.
The MLB sees this and they're like, hey, you're the man, come and do that for us. He works for the Major League Baseball and he helps reduce injuries significantly. Eventually, he opens up his own facility where athletes, all types of athletes, basically most NBA players, a lot of baseball players, they go. And he's got this beautiful facility where they do like 3D analytics and they look at your body and they're like, you have a weakness here, you have a strength here, let's capitalize on this, we need to fix this, otherwise you're going to get hurt. And so LeBron, all these guys go to him. And so the picture I'm trying to paint here, super data-driven scientific guy. He's all about the numbers, whatever.
However, there's this one thing that I read about him that didn't exactly fit with what he talked about. And it got me super invigorated. And this is where the promise that I'm going to need from you in about five minutes comes into play. So there's this thing called misoji. You've never heard of misoji, have you?

**Shaan Puri** (2:15)
I think I've been called one, a misogynist or something.

**Sam Parr** (2:19)
Close.
All right, so misoji is this, it stems from this Japanese myth. So basically, there's a story in Japanese mythology of this guy who goes into the underworld to save his wife. And it's this hard, tumultuous physical journey. When he gets done and saves his wife, he comes back to this waterfall and he cleanses himself. And that's like, I'm cleansing myself of this journey I just went through. I'm now a new man, whatever.
Well, a lot of people, including one of your favorites, one of my favorites, Jesse Itzler, has kind of taken this term or this myth of misoji and they've kind of changed it to this thing where it means a huge physical challenge, basically something that you need to do one day out of the year, but it takes 364 days out of the year in order to prepare and get ready for it. And it changes the rest of your year because of how challenging and you're preparing for it.

**Shaan Puri** (3:09)
Jesse calls it kind of like his one, it's like his one big annual mission or challenge or adventure that he's going to go on, right? His misoji.
Yes.

**Sam Parr** (3:18)
I've been calling it misoji, but it's one of those words that you read, you don't say.

**Shaan Puri** (3:22)
Each thrown, yeah. Yeah.

**Sam Parr** (3:24)
This is why it's a myth. It's rarely discussed and only read about. And so I'm not exactly sure.
But Marcus gets into this where this doctor that I'm referring to, he gets super into this and he's like, we have to have our guys do this. And so he starts doing these misoji. So he'll do one where he'll like drive to the mountains and just the highest peak that he sees. He's just like, by the end of the day, I'm reaching the top and I'm coming back down no matter what. And he starts having his athletes do it. And one athlete in particular who gets super into this is Kyle Corver.