It’s why action and adventure athletes routinely risk life and limb for their sports and why spiritual ascetics willingly trade creature comforts for… - Steven Kotler

When deeply religious subjects view sacred iconography or reflect on their notion of God, brain scans reveal hyperactivity in the caudate nucleus, a part of the pleasure system that correlates with feelings of joy, love, and serenity. But Lindstrom and Calvert found that this same brain region lights up when subjects view images associated with strong brands like Ferrari or Apple.

During a peak experience,” Maslow explained, “the individual experiences an expansion of self, a sense of unity, and meaningfulness in life. The experience lingers in one’s consciousness and gives a sense of purpose, integration, self-determination and empathy.

What looks inevitable in hindsight is often invisible with foresight.