What is Memetic Theory of Desire?

Memetic Theory of Desire is a mental model used for better thinking and decision-making.

How do you apply Memetic Theory of Desire?

To apply Memetic Theory of Desire, identify situations where this framework is relevant, then use it as a lens to evaluate your options and decisions. The model is most useful when combined with other complementary mental models.

What category does Memetic Theory of Desire fall under?

Memetic Theory of Desire falls under the Natural Sciences category of mental models. Other models in this category can be found on the Natural Sciences hub page.

Why is Memetic Theory of Desire important?

Memetic Theory of Desire is important because it provides a structured way to think about problems that would otherwise be approached with intuition alone. Understanding this model helps you avoid common reasoning errors and make better decisions.

Where does Memetic Theory of Desire come from?

Memetic Theory of Desire is discussed in the tradition of Rene Girard.

Natural Sciences

Memetic Theory of Desire

Model #0834Category: Natural SciencesSource: Rene GirardDepth to apply:

4 min read

Contents

1. Core Idea
2. How to See It
3. How to Use It
4. Founders & Leaders
5. Connected Models
6. One Key Quote
7. Summary & Further Reading

Subscribe to read the full Memetic Theory of Desire analysis — when to use it, when it misleads, step-by-step application, and company examples.

Membership gives you full access to every piece of research in the library, plus the AI assistant.

Start 7-Day Free Trial

Cancel anytime.

Or get the newsletter free — I send one every week.

Full subscribe page

Or ask about this topic — 5 free questions included

Continue exploring

AE

Mental model

Adaptation & Red Queen Effect

In competitive environments, continuous adaptation is required just to maintain

CS

Mental model

Complex Adaptive Systems

Systems composed of many interacting agents that self-organise, adapt, and produ

CM

Mental model

Critical Mass

The minimum threshold of resources, users, or energy needed for a process to bec

EN

Mental model

Entropy

All ordered systems tend toward disorder over time unless energy is continuously

FL

Mental model

Flywheel

A self-reinforcing cycle where each push builds momentum — no single action crea

IN

Mental model

Incentives

People respond to what they are rewarded or punished for — not to what they are

I send a newsletter every week — free, no spam, unsubscribe anytime.

Or open the full subscribe page.

Popular Mental Models

First Principles Thinking Occam's Razor Circle of Competence Inversion Confirmation Bias Second-Order Thinking Dunning-Kruger Effect Survivorship Bias Pareto Principle Opportunity Cost

Natural Sciences

Section 1

Core Idea

Rene Girard’s mimetic theory holds that human desire is not autonomous — we don’t want things because of their intrinsic value but because other people want them. Desire is mediated: we copy the desires of models we admire, envy, or compete with. This explains why luxury goods, status markers, and trending products gain value precisely because others desire them. The business insight: demand is often manufactured not by the product but by visible desire from others. Understanding mimetic desire means recognising that what customers, employees, and competitors want is shaped by who they’re watching — and that you can influence the model as much as the object.