Not to be a pedantic ass, but he's only telling half the story. There are 2 primal desires that drive everything we humans do.

One primal desire is to avoid pain. The other is to experience pleasure.

So everything we do isn't a desire to escape discomfort. Everything we do is either to avoid pain or to experience pleasure.

Best way to get people to do stuff they're going to suck at is to point out that it's the only way to get to where you feel pretty good about their work. Pleasure as the destination. :)

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