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.

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

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.

Perhaps all our troubles - all the violence, obesity, illness, depression, and greed we can't overcome - began when we stopped living as Running People. Deny your nature, and it will erupt in some other, uglier way.

The Tarahumara would party like this all night, then rouse themselves the next morning to face off in a running race that could last not two miles, not two hours, but two full days. According to the Mexican historian Francisco Almada, a Tarahumara champion once ran 435 miles, the equivalent of setting out for a jog in New York City and not stopping till you were closing in on Detroit.

We run when we're scared, we run when we're ecstatic, we run away from our problems and run around for a good time.

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.