How Yes Theory turned being uncomfortable into a movement

I dread feeling uncomfortable.

Hell, most people avoid it.

Yes Theory? They built a whole brand around it.

The YouTube channel, founded by three friends—Ammar Kandil, Matt Dajer, and Thomas Brag—turned chasing discomfort into a cultural movement.

So, what does it actually mean to 'chase discomfort'?

For Yes Theory, it's about pushing themselves into situations that make most of us squirm—talking to strangers, taking big risks, and saying yes to the things that scare them.

Whether it’s skydiving with people they've never met or travelling across countries with no money, they throw themselves into uncomfortable situations to learn and grow. And, of course, they document it for the world to see.

So how did Yes Theory turn an idea into an audience of over 10 million?

Yes Theory kicked off in 2015 when the trio decided that, as long as they were living comfortably, they were never going to grow.

So they started filming their new experiences and uploading them to YouTube. What started as a fun project quickly gained traction.

Why? Because their message—Seek Discomfort—hits on something universal. Everyone has something they’re afraid to do, and Yes Theory shows you why you should do it anyway.

But these guys aren't just about wild adventures. At the core, everything they do is about human connection.

Their content is proof that stepping out of your comfort zone isn’t just thrilling—it can lead to meeting new people, building great memories, and living a fuller life.

Like MSCHF, Yes Theory turned discomfort into a brand.

Their simple motto, Seek Discomfort, went from being a tagline to a full-blown movement.

Their videos regularly hit millions of views, not just because they’re doing crazy things, but because they’re pushing boundaries in ways that feel meaningful. Fans love it so much that many have adopted this mindset in their own lives, sharing their own stories of growth.

Yes Theory hasn't just built an audience. They've built a community.

Yes Theory isn’t just putting out viral content—they’ve built a legit community of people who believe in pushing themselves.

Their Seek Discomfort merch line is a big part of that. It’s not just about buying a T-shirt—it’s about representing a lifestyle. And every time they drop new merch, it’s guaranteed to sell out.

And what’s even more impressive? Fans started creating their own adventures, tagging Yes Theory, and making themselves part of the movement.

Yes Theory doesn’t shy away from big risks. But here’s the thing: they never do it just for the sake of going viral.

Every stunt they pull connects back to their main idea of seeking discomfort. Whether it’s bungee jumping with Will Smith or living in a stranger’s home for a week, it all makes sense for their brand.

That’s why their content works. It’s authentic and always aligned with who they are. They’re not chasing clout—they’re pushing limits, but in a way that feels true to their message.

So, what can we learn from Yes Theory's success?

Keep your message simple

Yes Theory’s Seek Discomfort message is straightforward but powerful. They don’t overcomplicate it. It works because everyone can relate to the idea of stepping outside their comfort zone.

Create a community around shared values. 

Yes Theory doesn't create content just to rack up views. They intentionally built a community of people who are coming along for the journey. That’s where the real brand loyalty comes in.

Take risks, but make them count.

Yes Theory’s bold moves always make sense for their brand. It’s not about shocking people for attention—it’s about staying true to their philosophy. When your risks align with your message, they resonate more.

Yes Theory proves that discomfort can be a powerful force for building a brand.

At the end of the day, it’s about keeping it real and building something people actually want to be a part of.

-Abdel, Social Media Coordinator