It’s true that when people strongly desire something, such as a new shirt, they might feel like they ‘need’ it – but they don’t need it in the same way that they need water or food. Their survival isn’t at stake.
Desire (as opposed to need) is an intellectual appetite for things that you perceive to be good, but that you have no physical, instinctual basis for wanting – and that’s true whether those things are actually good or not.

Desires are fundamentally different from needs

Your intellectual appetites might include knowing the answer to a mathematics problem; the satisfaction of receiving a text from someone you have a crush on; or getting a coveted job offer. 
These things won’t necessarily cause physical pleasure. They might spill over into physical enjoyment, but they are not dependent on it. Rather, the pleasure is primarily intellectual.

Intellectual pleasure

Online or offline, the closer someone seems to being like you, the more you can relate to them – and the more you are likely to pay attention to what they want. Who are most people more jealous of?
Jeff Bezos, the richest man in the world? Or the colleague who has a similar education to you, and a similar job and works roughly the same hours, but who makes an extra $5,000 a year? For almost everyone, it’s the second person. The difference between the internal and the external mediation of desire explains why.

The comparisons

To be anti-mimetic is to be free from the unintentional following of desires without knowing where they came from; it’s freedom from the herd mentality; freedom from the ‘default’ mode that causes us to pursue things without examining why.It’s possible to develop anti-mimetic machinery in your guts – things that have traditionally been called virtues, or habits of being, such as prudence, fortitude, courage and honesty – that keep you grounded in something deeper even while the mimetic waters swirl around you

Live an anti-mimetic life

As well as identifying the specific models influencing your desires, it is also helpful to consider whether you have become embedded in a particular system of desire. For example, consider the chef Sébastien Bras, owner of Le Suquet restaurant in Laguiole, France, who had three Michelin stars – the highest culinary distinction for a French restaurant – for a full 18 years. Until 2018. That year, he took the unprecedented step of asking the Michelin Guide to stop rating his restaurant and never come back.

Map out the systems of desire in your life

Each of us is occasionally overwhelmed by a multitude of competing desires: pursue job offer A or B? Start a new relationship or stay single? Sign up to run a marathon, or enjoy not getting up early to train? 
But life is full of marathons, and they don’t necessarily involve running. It’s good to know which desires to pursue and which ones to leave behind – to know which marathons are worth running. In this Guide, I aim to show you how.

How to know what you really want

When I think about the lifestyle that I would most like to have, who do I feel most embodies it?
 In reality, this person almost certainly does not live the lifestyle you imagine them to have, but it’s still good to identify those you pay attention to the most when you’re thinking about the kind of life you want.

Influence: Identify the people influencing what you want

Less extreme mimetic desires might include the desire to go to a specific university because all your friends want to go there. Yet the desire could also have something to do with the school’s academic reputation. Desires can have many different influences, some mimetic and some non-mimetic. The key is to understand the forces at work, and to separate the wheat from the chaff.

Take ownership of your desires

Advertisements also model desires to us, obviously, but notice how they usually work: the companies serving the ads typically show you not the thing itself, but other people wanting the thing. Advertisers play right into our mimetic nature.
Be aware that internal models lead to more volatility of desire in your life because the world of internal models is highly reflexive: you can affect one another’s desires, which isn’t possible in the world of external models.

Advertisements stoking desire

Because desire is mimetic, people are naturally drawn to want what others want. Two desires converging on the same object are bound to clash. This means that mimetic desire often leads people into unnecessary competition and rivalry with one another in an infernal game of status anxiety. 
Mimetic desire is why a class of students can enter a university with very different ideas of what they want to do when they graduate yet converge on a much smaller set of opportunities – which they mimetically reinforce in one another – by the time they graduate.

Beware of becoming obsessively focused on what your neighbours have or want

Be aware that your desires can become hijacked through this process of mimetic attraction. It’s easy to become obsessively focused on what your neighbours have or want, rather than on your immediate responsibilities and relationship commitments. 
We humans are social creatures who know others so that we can also know ourselves, and that’s a good thing – but, if we’re not careful, we can become excessively concerned with others.

Hijacking Of Desires

The restlessness of desire is not necessarily a bad thing – it’s what pushes people to seek more – but a persistent feeling of restlessness could be a sign that the desires you are chasing lack the power to satisfy.

Restlessness 

Is there anyone I would not like to see succeed? 
Are there certain people whose achievements make me uncomfortable or self-conscious? This is the first clue that they might be a ‘negative model of desire’ – ie, someone you are constantly measuring yourself against.

Influence: The question of success

It’s useful to recognise what kind of models are influencing you. Girard identified two main types: those inside your world, and those outside it.Models inside your world (‘internal’ models of desire) are the people you might really come into contact with: friends, family, co-workers, or really anyone you can actually interact with in some way – it could be the person who cuts your hair, for instance. These are people whose desires are in some sense intertwined with your own – they can affect your desires, and you can in turn affect theirs.

Categorise your models as internal and external

French social theorist René Girard realised one peculiar feature of desire: ‘We would like our desires to come from our deepest selves, our personal depths,’ he said, ‘but if it did, it would not be desire. Desire is always for something we feel we lack.’ Girard noted that desire is not, as we often imagine it, something that we ourselves fully control. It is not something that we can generate or manufacture on our own. It is largely the product of a social process.Our desires are mimetic, they don’t come from within; rather, we mimic what other people want.

Desire is a social process – it is mimetic

<ul><li>Desires are fundamentally different from needs. </li><li>Desire is a social process – it’s mimetic. Our desires don’t come from within; rather, we mimic what other people want.</li><li>Identify the people or ‘models’ influencing what you want. </li><li>Categorise these models. Find out who is influencing you from within your world, and who is influencing you from the outside.</li><li>Beware of becoming obsessively focused on what your neighbours have or want.</li><li>Map out the systems of desire in your life. </li><li>Take ownership of your desires. </li><li>Live an anti-mimetic life.</li></ul>

Key points – How to know what you really want

From career choices to new purchases, use René Girard’s mimetic theory to resist the herd and forge your own path in life