Stop Chasing Shortcuts and Biohacks.
Start #DoingTheObvious

A 10-Day Challenge That Cuts Through the Hype and Actually Transforms Your Life
Tired of always chasing the next big breakthrough?

Butter in your coffee? Red light masks? Blue blocker glasses? The latest peptide stack that costs more than your car payment?
‍
‍Here's an idea: What if everything you need to level up your life is obvious, free, and backed by thousands of years of human evolution (+ the latest neuroscience)?
Join the Course
As featured in:

Straight Talk: The Personal Growth Industry
Has Played You

We've all been there.

Watching podcast bros tell us about the latest breakthrough that's going to "10x our performance."

Getting sold on a supplement that's supposed to be the next Limitless pill but turns out to be very expensive pee.

Or the latest smart tech wearable that thrills you for 3 months and ends up in the back of the drawer with all the others.

So how’s that going, really?

You're still exhausted, distracted, and wondering why none of it truly worked, or even worse, if any peak performance stuff ever worked at all.

Here's How the Hype Cycle Unfolds

‍It always starts the same way...

The next big breakthrough starts with a study. Usually tiny, often on mice, or with an n (sample size) so small it barely clears the bar for statistical significance. But it sounds promising enough to light a spark.
‍
Then come the headlines. “Scientists discover the secret to focus / longevity / bliss.” You get a brain scan, some pretty colors, and a story that sounds like control. It’s neuroporn—taking a complex system and flattening it into a single, shiny lever you can supposedly pull to optimize everything.

Next thing you know, a bunch of people pile in. The productizers swarm. The obvious and free get packaged, branded, and sold back to you on subscription. What started as an interesting hypothesis becomes an industry.

Followed by the Replication Crisis. Then the second wave of studies hits… and they can’t repeat the results. The hype fades. The trend peaks, the market bottoms out, and the hucksters move on to the next flavor of the month.
‍
Remember Paleo? Keto? Five Fingers? MCT oil? Antioxidants?
‍
The hype cycle spins on and repeats.

And we're suckered into taking another swing at the same old ball.
‍

Why We Keep Falling For It

So, why do smart, well-intentioned people fall for this stuff again and again?

Three reasons:
  • The Magic of Maybe. That's Stanford neuroscientist Robert Sapolsky's term for the 400% spike in dopamine that you get when something unexpectedly awesome shows up in your life. #shinyobjectsyndrome. Like clockwork though, the New becomes the Norm, becomes Old News. That dopamine load runs backwards now, losing 75% of its juice as we float back down to earth. And that can feel pretty deflating.
  • The Placebo Effect. We're all familiar with the concept. But what you might not know is that the effect has been growing by over 10% in the last decade! Researchers at Harvard and Stanford are concluding that the mental element of anticipated healing is often as strong as many physical or chemical interventions.

    That’s not in any way to diminish the amazing power of mind over matter in healing and performance. But it is to say that as we try to determine whether a given method or medicine "really" works, we’ve got a lot of noise in the data set to sort through first.

    Now add a podcaster with millions of views, a neuroscientist with an Ivy league affiliation, or a new biohack that's trending on X, and you can see how social proof can shape what we already want to believe.
  • Homeostasis. This basically means that we don't like to change (much). As complex adaptive systems, even something that knocks our socks off at first, has diminishing returns over time. We're hell bent on returning to baseline. It's not personal. It's just how we're wired. Take fasting. At first, you start rocking an intermittent fasting routine and you feel great! The pounds are melting off, your mental clarity and energy are through the roof, and you feel like you've discovered the fountain of youth. But then, it flatlines. The results taper. Your metabolism’s adapted. What was once super effective loses its magic. More isn't always better. Different is often even better than that!

    Or consider testosterone therapy. For the first three months you feel like superman (up-regulated T production) but then you flatline and your nuts shrivel to the size of chickpeas (down-regulation). Same goes for any of the fancier peptides too.
So to recap: you can go through life, and the ever-present spiritual marketplace and personal growth bazaar for years, hop-scotching from state to state, experiencing high after high, and in the end, none of it adding up to all that much.

And it's not your fault. Or even the folks blithely promising you life-changing change.

It's the interlocking effects of novelty, placebo, and homeostasis. Regression to the mean. Happens to the best of us.

In 10 days, you’ll sleep deeper, think clearer, and move through your days with more energy…

#DTO Lesson 1: Benchmarking
1. Receive Daily Email with #DTO Mission
Each day, we'll send you a short email introducing each #DoTheObvious step.
‍
2. Watch Video Unpacking Each Tool
The emails are paired with videos from Jamie Wheal unpacking how to implement them.
‍
3. Implement the Habits Into Your Life
You then apply the tool immediately or schedule the adjustments for later that day/week.
Join the Course

Here's what the best have to say about our work.

"[Stealing Fire] is an excellent book on the power of meditation and alternate states of consciousness on performance."

Joe Rogan
Host, The Joe Rogan Experience

"...A wonderful job of balancing the promises, perils, and how-to prescriptions of engineering peak states such as ‘flow.’"

Tim Ferriss
Entrepreneur, Investor, NYT Bestselling Author

“Blew us away. Our whole group has talked of nothing else this week.”

Dane Holmes
Senior Partner, Goldman Sachs

"A user-manual for hacking your brain to drive high performance."

Peter Diamandis

Founder, X Prize, Co-Chairman, Singularity University

"A highly personal, richly informed and culturally wide-ranging meditation on the loss of meaning in our times and on pathways to rediscovering it"

Gabor Maté

Author of In The Realm of Hungry Ghosts

"Jamie has amazing and fresh ideas on attaining higher performance states. When he talks, I listen."‍

Kristen Ulmer

Professional Extreme Skier

Here are the Mechanics Behind #DTO

Here's what a decade of research at the intersection of neuroscience, evolutionary biology, and performance optimization has taught us:
Circadian Biology
‍Your ancestors didn't need sleep trackers. Morning sunlight and evening darkness orchestrated perfect sleep-wake cycles for millennia.
Hormetic Stress
Brief, intense stressors (heat, cold, fasting) trigger adaptation pathways more powerful than any supplement.
‍
Movement Patterns
Multi-planar, functional movement beats any gym machine. Your body evolved to move in infinite ways, not fixed paths.
‍
Attention Networks
You don't hack your way to deep focus... but you do have to defend it. It's your brain's default state when not fractured by notifications and digital stimulation.
Neuroplasticity
Contrast and variation (feast/fast, work/rest) drive adaptation better than any steady-state optimization.
Social Neuroscience
Connection, gratitude, and awe trigger neurochemical cascades no nootropic can replicate.
After testing everything from EEG headsets to exotic peptides for over a decade, we've discovered that the fundamentals beat the fancy stuff every single time. 

And the best part about it? They're free.

And once you know how to use them to level up your life, no one can take them away from you (or cancel your subscription).

#DoTheObvious Curriculum: What's Inside?

Day 1: Benchmarking‍
Get a clear picture of where your energy, focus, and mood really stand before you start changing anything.
Day 2: Deepen Your Sleeping + Super Siesta‍
Rebuild the foundation of recovery by syncing your sleep with circadian biology instead of screens, stimulants, or supplements.
Day 3: Rise and Shine
Reclaim your mornings with sunlight, hydration, and movement before dopamine hits from your devices.
Day 4: Own Your Phone‍
Take back control of your attention by setting boundaries with the world’s most addictive piece of technology.
Day 5: Motion is Lotion
Rediscover the joy of moving like a human—fluid, strong, adaptable—instead of grinding through gym routines that fight your biology.
Day 6: Mind Your Time + Evening Rituals
Design your day around natural energy rhythms and deep-focus blocks so you can do more by doing less.
Day 7: Lean Your Caffeine
Use caffeine as a tool, not a crutch—learn when to time it, taper it, and let your body’s natural energy lead again.
Day 8: Change Your Range
Expand your physical and psychological flexibility through micro-stressors like heat, cold, or breath—nature’s original adaptogens.
Day 9: Leave Space for Grace
Reintroduce awe, gratitude, and connection as bigger picture performance enhancers.
Day 10: Conclusion
Integrate what you’ve learned, lock in your new baselines, and carry the #DoTheObvious principles into the rest of your life.
Start Today

Your Instructor: Jamie Wheal

Executive Director, Flow Genome Project
Author of the Global Bestseller Stealing Fire and Recapture the Rapture
Jamie is an expert in peak performance and leadership, specializing in neuroanthropology, the intersection of culture, biology and psychology.

He has advised the U.S. Naval War College, U.S. Special Operations Command, Britain’s Sandhurst Royal Military Academy, the athletes of Red Bull and Nike, and the executives of Google, Goldman Sachs, Deloitte, Cisco, Facebook and Disney. His work and thought leadership has been covered in The New York Times, Financial Times, WIRED, Entrepreneur, HBR, Forbes, INC, & TEDx.

Frequently Asked Questions

Is this just another optimization course?

‍Nope. This is the anti-optimization course. We're cutting through all the noise to give you only what actually works. No products to buy, no supplements to stack, no gadgets to track.

‍How much time does it take per day?

‍The video lessons are a few minutes each. The practices themselves integrate into your existing life - we're not adding to your to-do list, we're optimizing what you're already doing.

‍What if I'm already doing some of these?

‍Perfect! Most people are doing 2-3 of these inconsistently. The magic happens when you dial in all eight with proper technique and timing.

‍Why only $497 $97 while your other courses cost thousands more?

‍This course is about getting these fundamentals into as many hands as possible. We also skipped the live interaction that our more advanced trainings contain, bringing the investment to just $97.

We found it impossible to communicate our mission and culture in TikTok reels, so this is the next best step: an introduction into a much bigger body of work and community. We figure this is a good way to get to know us, and for us to get to know you.

And our standing offer: you bet on us, we'll bet on you. 100% of your tuition can be paid forward into any of our awesome adventure and in-person courses, or any digital training you ever want to take with us.

What is the course format?

This course is delivered via a daily email to your inbox with a corresponding video lesson.

‍Ready to #DoTheObvious?

‍The planet doesn't need more biohackers tracking their HRV while the world burns. It needs clear-headed, energized humans ready to tackle real problems.

So let's stop trying to get our heads above the clouds and turn around to help those struggling to keep their heads above water.

Let's #DoTheObvious, get our foundations solid, and then get on with the real work of being human.

#DoTheObvious: 10-Day Course

Cut through the noise and hype in the biohacking space.

$497
$97
(DIY pricing)
Claim My Discount

The "Holy Sh*t This Actually Works" Guarantee

If you do these practices for 10 days and don't feel clearer, stronger, and more focused than you have in years, we'll refund every penny.

No questions, no hassle, no hard feelings.

What Others Are Saying About Our Training

"This has been one of the most educational classes I've ever been in, including college.

‍I wish they had something like this in college. I think it should be mandatory. The amount I learned about myself, the brain hijacks that I have let cripple my life at times, just simply everything was phenomenal."

–– Ben Herrick
"Thank you for designing this course. To be honest, it is perhaps the only endeavor I've concluded successfully in maybe a decade, aside of college. It is beautifully structured. The results are very powerful, even if in retrospect the techniques seem easy, but it would have been difficult to put two and two together on my own."

‍–– Renato Vargas
“The biggest impact this training has had on me has been being a part of a community of like-minded people. Learning and sharing alongside them has felt genuine and authentic.  It’s given me encouragement to keep seeking a better life.  It’s great knowing I’m not alone in seeking flow and wanting to hack it for my daily life!”

– Shebbie J.
"Grateful for completing flow fundamentals in the path of mastering the concepts. I feel this journey as a game changer in my life. Very happy to feel the force you mentioned in week one! That increase in satisfaction, enjoyment and positive impacts in the world are fuels to my journey that has just started. Thank you @jamiewheal and this fantastic group!"

–– Guilherme Ferraioli
"Since I've begun to get serious about recovery it's made a huge difference in my performance and sense of wellbeing. Thanks, Jamie."

–– Leonardo Radomile
"Thank you @jamiewheal and everyone in the cohort for supporting, inspiring and holding me accountable these past 6 weeks. I'm extremely grateful & wish you all the best in your Flow journeys moving forward!!I think this course would be great way to strengthen friendships, relationships & overall team dynamics (especially at a time when most people are working remotely)."

–– Tanner Byers
"I've done many crazy and out-of-the-norm things in my life and so far these six weeks have been truly the most sustained and prolonged proactive vital civilian learning experience program that I've ever experienced."

–– Claudi Valls i Lillo
“Everyone should learn this. I will have my children learn these tenets of flow before I give them a cell phone. This is fundamental to human well being. Thank you for showing us the way.”

– Christopher C.D.
"For those that are hungry for more self awareness, more growth, more flow, and more abundance in their life. This course is awesome and I would highly recommend it without reservation. The cost is pennies for the value it will deliver."

–– Joanette Weisse
“The entire program is an educational experience of flow. As I was learning, I was tapping into "my flow" and learning how to recreate it on demand. I became more aware of myself, what was holding me back and how to address and change it.

‍It allowed me to step into my most authentic self. I feel like a superhero.”

– Taylor G.
“The entire program is an educational experience of flow. As I was learning, I was tapping into "my flow" and learning how to recreate it on demand. I became more aware of myself, what was holding me back and how to address and change it.

‍It allowed me to step into my most authentic self. I feel like a superhero.”

– Taylor G.
"Thanks, and I got a lot of value out of the course."

–– Matt Hedman
"Jamie and team have done a great job compiling what it means to get started at flow. I highly recommend anyone getting a introduction to Flow to take this course. It's a great way of getting connected to the wider feedback of your life, as well as learning more about what it means to be human."

–– Justin Meritt
"There really are no words to describe the benefits I have received from this course, and with the tools you have provided it never has to end. It truly is the course that keeps on giving."

–– Debra Lucas
"In pretty much every area of my life, I feel more satisfied since I've increased the amount of flow in my life. I'm firing on all cylinders and I can't wait to apply what I've learned to more fully humanizing myself and others.”

– Jeremy Gordon
“This has been the single most impactful and memorable learning experience of my life...It played a direct role in increasing my productivity by orders of magnitude AND my enjoyment of life significantly. I'm in awe looking back how much I've accomplished in a short 6 weeks."

– Alexandru P.
"This course was full of meaningful content that is helping me progress through some stuck areas in my life. Thank you to all the course members and mentors/coaches!"

– Jake Atchley
"This has been an amazing and life changing journey for me. Thank you!"

– Matt Mecham
"This course has been brilliant. Guiding me towards things I want, but haven’t been doing, socially, meeting amazing people and interacting with them in discussion and been a great social trigger for me. Realizing I need to get back into more physical things, and then creating the space to do it."

– Elvin Ko
It's easy to get that dopamine-rush of learning something new, but then not doing anything with it. That hasn't been the case here. I've changed. My team notices it, my clients notice it, and my family notices it... in positive ways.

–– Susan Britton
Join Do The Obvious Today
Flow Genome Project | 2025