Luke Burgis08 July 2021

Mimetic Desire: Why Do We Want? - Luke Burgis - #344

0Frameworks

10Insights

Insights & moments

The myth-busts, hot takes, explainers, and tools worth keeping.

Myth Buster· 1

Myth Buster25:30

Social Media Doesn’t Make Us Unique—It Makes Us the Same

Contrary to the illusion of individuality, social media platforms act as massive engines of mimetic desire, homogenizing our wants by flooding us with models to imitate. The more we scroll, the more we converge in taste, career goals, and lifestyle.

Social media creates a 'universe of desires' with no hierarchy.
Users imitate trends, aesthetics, and language, leading to homogenization.
People mistake mimicry for originality, especially with external figures like celebrities.
The platform rewards conformity through engagement algorithms.

“Social media has a homogenizing nature to it... we all have the same profiles, we all present ourselves in the same way.”
Luke Burgis · 25:30

#social media#mimetic desire#conformity#technology

Hot Take· 1

Hot Take46:00

You Can’t Escape Mimetic Desire—Only Become Aware of It

Mimetic desire is as fundamental to human psychology as gravity is to physics. We can’t eliminate it, but awareness allows us to choose better models and resist destructive imitation.

Mimetic desire is inescapable while alive.
It can be positive when directed toward great models.
Most people deny being imitative, making them more vulnerable.
Awareness is the first step toward freedom.

“We’ll be rid of mimetic desire when we’re dead.”
Luke Burgis · 00:00

“Mimetic desire is to psychology what gravity is to physics.”
Host · 07:30

#mimetic desire#freedom#awareness#psychology

Explainer· 3

Explainer00:30

What Is Mimetic Desire?

Mimetic desire is the idea that humans don't desire things spontaneously, but rather imitate the desires of others. We look to models—people we admire or observe—to determine what is worth wanting, from careers to fashion to relationships.

Desire is not spontaneous; it is learned through imitation.
We adopt desires by observing and copying others we see as models.
Social media amplifies mimetic desire by exposing us to countless models.
The concept was developed by René Girard through analysis of literature and human behavior.

“We want what other people want because other people want it.”
Host · 00:00

“Desire is mimetic—meaning we always look to other people... to understand what to want.”
Luke Burgis · 01:00

#mimetic desire#human nature#social influence#psychology

Explainer23:00

Why Mimetic Desire Leads to Conflict

When people imitate the same desires, they become rivals. According to Girard, conflict arises not from differences, but from similarity—when we all want the same thing, competition and resentment follow.

Mimetic desire naturally leads to rivalry.
Conflict stems from sameness, not difference.
University students often converge on the same careers, creating competition.
Social media intensifies this by making everyone want the same visibility and success.

“Our conflict does not arise primarily from our differences—it arises from our sameness.”
Luke Burgis · 24:30

#rivalry#conflict#mimetic desire#social dynamics

Explainer33:30

How Societies Use Scapegoats to Resolve Mimetic Crises

When mimetic desire runs unchecked, societies often resolve internal tension by uniting against a scapegoat. This mechanism channels collective aggression and creates temporary cohesion.

Mimetic crises occur when everyone imitates everyone else with no clear models.
Scapegoating redirects internal conflict outward.
Historical examples include the Yom Kippur ritual of the 'scapegoat goat'.
Modern politics often relies on shared enemies to create group identity.

“The scapegoat mechanism concentrates all conflict onto a single point and eliminates it.”
Luke Burgis · 36:30

#scapegoat#social cohesion#mimetic crisis#politics

Story· 2

Story39:00

How Lamborghini Was Born from Mimetic Rivalry

Ferruccio Lamborghini, a tractor maker, became enraged by Ferrari’s poor clutches in their cars. After being dismissed by Enzo Ferrari, he built his own superior car by imitating the best parts from top manufacturers, founding Lamborghini as an act of mimetic one-upmanship.

Lamborghini was insulted by Enzo Ferrari for criticizing Ferrari car quality.
He reverse-engineered better cars using parts from leading manufacturers.
The rivalry led to innovation and a legendary brand.
He later stepped away from the rivalry to preserve his well-being.

“He said, 'Screw this, I'm going to make a better car.'”
Luke Burgis · 42:00

“I have no shame. I learned from the best. I imitated the best.”
Ferruccio Lamborghini · 42:30

#lamborghini#rivalry#innovation#mimetic desire

Story17:00

How Eddie Bernays Created Desire for Women Smoking

In 1929, PR pioneer Eddie Bernays engineered women smoking in public by hiring actresses to light up during the Easter parade, branding cigarettes as 'torches of freedom'—a manufactured mimetic moment that reshaped cultural norms.

Women smoking in public was taboo before Bernays’ campaign.
He used models—beautiful women—to signal acceptability.
Framed smoking as rebellion and liberation.
Demonstrates how marketers exploit mimetic desire.

“Bernays said: 'Look at these women smoking—torches of freedom.'”
Luke Burgis · 18:30

#marketing#mimetic desire#propaganda#history

Q&A· 1

Q&A21:30

Is There a 'First Mover' in Mimetic Desire?

While most desires are imitated, the 'first mover' in a mimetic chain may act on instinct, external influence, or novelty. However, even these initial choices are often shaped by prior models, making pure originality rare.

A child picking a red toy may respond to color, not imitation.
Instinctual attraction (e.g., bright colors) can precede mimetic behavior.
True originality is rare; most 'first' desires are influenced by unseen models.
Mimetic chains often begin with external or distant influences.

“The little girl picks up a bright red fire truck—maybe it's the color, maybe it's her dad being a firefighter.”
Luke Burgis · 22:00

#mimetic desire#originality#child development#behavior

Tool· 1

Tool48:30

How to Identify Your Models of Desire

To become more intentional, Luke Burgis recommends identifying both positive and negative models in your life—those you emulate and those who trigger envy or rivalry.

List models in domains like career, fitness, relationships, and fashion.
Ask: 'Who makes me uncomfortable when they succeed?' to find rivals.
Reflect on past influences, like movies or childhood figures, that shaped your goals.
Annual retreats help gain perspective on mimetic influences.

“Take a piece of paper and take stock of what your world of models looks like.”
Luke Burgis · 48:30

#self-awareness#mimetic desire#personal growth#reflection

Takeaway· 1

Takeaway55:30

Use Transcendent Models to Resist Mimetic Pressure

To avoid being swept up in cultural trends, adopt models that transcend your immediate environment—historical figures, philosophical ideals, or timeless virtues.

Transcendent models provide stability amid cultural chaos.
They can be people, ideas, or philosophical truths.
Without them, we’re 'drowning in quicksand' with no escape from mimetic cycles.
Examples include Aristotle’s 'good life' or figures like Dolly Parton.

“If we don’t have anything outside the quicksand, we’re just grasping at others who are drowning too.”
Luke Burgis · 56:00

#wisdom#philosophy#mimetic desire#virtue