When it comes to mentors, you can't beat survival.

That was the real secret of the Tarahumara: they'd never forgotten what it felt like to love running. They remembered that running was mankind's first fine art, our original act of inspired creation.

There are two goddesses in your heart,” he told them. “The Goddess of Wisdom and the Goddess of Wealth. Everyone thinks they need to get wealth first, and wisdom will come. So they concern themselves with chasing money. But they have it backwards. You have to give your heart to the Goddess of Wisdom, give her all your love and attention, and the Goddess of Wealth will become jealous, and follow you.” Ask nothing from your running, in other words, and you’ll get more than you ever imagined.

Distance running was revered because it was indispensable; it was the way we survived and thrived and spread across the planet. You ran to eat and to avoid being eaten; you ran to find a mate and impress her, and with her you ran off to start a new life together. You had to love running, or you wouldn't live to love anything else. And like everything else we love-everything we sentimentally call our 'passions' and 'desires'-it's really an encoded ancestral necessity. We were born to run; we were born because we run.

He was onto something. Something huge. It wasn't just how to run; it was how to live, the essence of who we are as a species and what we're meant to be.

Faced with the almost inescapable conclusion that it had been selling lemons, Nike shifted into make-lemonade mode. Jeff Pisciotta became head of a top-secret and seemingly impossible project: finding a way to make a buck off a naked foot.

Even Charles Darwin, that human decoder ring of bizarre behavior, found the idea of saving a stranger's life to be a total head-scratcher.