An inspired group of young influencers are committed to the power of saying “Yes.” photo by Derin Emre
The group Yes Theory is defined by their adventures, motivation, and intriguing content.
In a world dominated by routine, automation, and digital distractions, the group of friends behind Yes Theory break the mold with interesting and meaningful social media content spanning all around the world. Millions of people follow their stories and travels, where they embody the transformative philosophy of “Seeking Discomfort.” Through insane challenges, wholesome connections, and heartwarming adventures, Yes Theory has become a beacon of inspiration.
Their story began in 2015, when four strangers, Ammar Kandil, Matt Dajer, Thomas Brag, and Derin Emre, met in Montreal, Canada. They all bonded over their shared goal: to challenge the state of social boredom and live life to the fullest. Frustrated by societal norms that encouraged playing it safe, they decided to document their journey of saying “yes” to the unknown. They quickly set off to start their first project as a group, which was to step outside of their comfort zone every day for 30 days. From hosting random dance parties to crashing weddings, the group realized soon enough that their challenges were not only entertaining but deeply inspiring, and felt as if they were on to something bigger than themselves.
They started publishing videos on YouTube more frequently, but as they grew, Emre decided to leave and pursue personal growth and goals. The three who remained decided to keep creating the content that is loved by millions around the world. They continued to innovate and expand their mission, moving out to Los Angeles to gain more traction. Kandil, Dajer, and Brag fully committed their time to the brand, message, and community of Yes Theory, building a powerful and impactful entertainment resource. The group thrived on authenticity, chemistry, and the drive it takes to stand out in today’s digital age. By challenging themselves not only on purpose with personal goals and content requirements, but also going through everyday struggles, they exemplified the personable appeal Yes Theory brings to viewers.
At its core, Yes Theory is about embracing the uncomfortable. They believe in personal growth, meaningful connections, and unforgettable experiences, which lie just beyond what is seen as safe. By Seeking Discomfort, people are able to appreciate opportunities and perspectives that they may not have had before. This message resonates across different cultures, ages, and backgrounds. Whether encouraging someone to conquer a fear or connecting with someone with a different perspective, Yes Theory’s projects are a testament to the power of vulnerability and courage.
Yes Theory’s content is as diverse as their audience. One day, they are sneaking into the Oscars, the next, they’re traveling to the least visited country in the world to shed light on its unique culture. Their adventures often involve strangers, showcasing how connections can thrive in the most unexpected ways. One of their most iconic moments came when they invited actor Will Smith to bungee jump out of a helicopter over the Grand Canyon. Will Smith did not only enjoy this event, but he brought love and traction to help amplify Yes Theory’s message to millions of people around the world. The live streamed event ended up raising hundreds of thousands of dollars for charity and became a powerful example of saying “yes” to life’s challenges.
What sets Yes Theory apart from any other content creator out there is their ability to turn viewers into participants. Their message has inspired a global movement called the Seek Discomfort community, which starts social meetups, establishes challenges, and helps fans to take a step outside of their own comfort zones in unique ways. Yes Theory’s personable and authentic appeal brings loyal viewers and followers to their pages. Their down-to-earth connection as friends holds a powerful sentiment and brings a sense of community to their content. Yes Theory also proceeded to launch a clothing line, Seek Discomfort, which serves a tangible reminder to embrace life’s uncertainties and live boldly.
Why does the philosophy of seeking discomfort resonate so deeply? According to psychologists, it taps into the concept of growth mindset—the belief that abilities and intelligence can be developed through effort and perseverance. Seeking discomfort can also lead to a greater sense of connection and purpose. Studies show that shared experiences, especially challenging ones, foster deeper bonds between people. Yes Theory’s adventures are living proof of this theory.
As Yes Theory continues to evolve, their impact grows stronger. They’ve turned a simple idea into a global influence, inspiring millions to embrace the unknown and live with intention. In a world that prioritizes convenience and the fear of failure, Yes Theory reminds us to embrace life’s rewards and risks, asking us to not just watch their adventures but create our own. The next time an opportunity scares you, or you feel like backing out from a big opportunity, say yes, this opportunity might just change your life.
