“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.”

“Creatives fail and the really good ones fail often.”

“After all those neurochemicals are drained out, it takes a while for them to replenish so on the back end of flow state...I can barely string sentences together. I become stupid.”

“That day, after barely resurfacing from a seventy-two meter warm up dive into the Blue Hole, Mevoli went into cardiac arrest and died. This time, he wasn’t able to bring himself back. When asked to comment on the accident, Natalia Molchanova, regarded by many as the greatest freehold breath diver in the world, said, “the biggest problem with freedivers . . . [is] now they go too deep too fast.” Less than two years later, off the coast of Spain, Molchanova took a quick recreational dive of herown. She deliberately ran though her usual set of breathing exercises, attached a light weight to her belt to help her descend, and swam downward, alone. It wassupposed to be a head-clearing reset. But, Molchanova didn’t come back either. And that’s the problem that free diving shares with many other state-shifting techniques: return too soon, and you’ll always wonder if you could have gonedeeper. Go too far, and you might not make it back.”

“It was even odds that the thing I was the most afraid of didn't actually exist at all.”

“When people say that animal rescuers are crazy, what they really mean is that animal rescuers share a number of fundamental beliefs that makes them easy to marginalize. Among those is the belief that Rene Descartes was a jackass.”

“Ecstatic technology isn't limited to silicon chips and display screens. As John Lilly's early research established, it's the knowledge of how to tweak the knobs and levers in our brain. When we get it right, it produces those invaluable sensations of selflessness, timelessness, effortlessness, and richness.”

“When free from the confines of our normal identity, we are able to look at life, and the often repetitive stories we tell about it, with fresh eyes. Come Monday morning, we may still clamber back into the monkey suits of our everyday roles—parent, spouse, employee, boss, neighbor—but, by then, we know they're just costumes with zippers.”

“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.”