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Why do we want the things we want?

Desire is social, contagious, and borrowed. René Girard called it mimetic desire — we want what others want, without knowing it. Wanting is the book that explains why, and what you can do about it.

How do you stay yourself in a world that wants you the same?

Conformity is quiet, contagious, and everywhere. An old parable tells of a shepherd who leaves the ninety-nine to search for the one — because no self is reducible to the herd. The One and the Ninety-Nine is the book that shows how to resist the crowd, and become unmistakably you.

NOW ENROLLING — JULY 6

Work as Soulcraft

An 8-module online course on discernment, agency, and building a life that's actually yours.

Luke’s first course — rooted in the ideas behind Wanting and The One and the Ninety-Nine.
20 Key Ideas. Personalized AI coaching. Community.

Hi, I'm Luke.

Here's a quick version of my personal story

Featured Writing

Mimetic Desire 101

What is Mimetic Desire? Nearly everyone (unconsciously) assumes there’s a straight line between them and the things they want. >>

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