Sleep will naturally and gradually begin to seep through when we let go of effort. Relinquishing sleep effort is about letting go of our waking self -- our sense of who we believe we are. It's about willingly losing the battle for control of sleep by realizing that falling asleep cannot be controlled. Sleep is, in essence, a free ride for all those who are simply willing to be passengers.
Firas Kittaneh wants to disrupt the mattress industry. And the success of his online mattress company Amerisleep is about more than people's increased willingness to buy a mattress online without every trying it out in a showroom. It's about something much bigger: our changing attitude toward sleep.