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Every moment of our lives, from birth to death, is marked by certain desires. They do not leave us even in a dream. However, few people are ready to look for answers to the question of where their desires come from. This book is about why people want something. It's about why you want what you want. Control over our own desires, like logical thinking, is not inherent in us from birth. It is a freedom that has to be earned. Due to one very important but little-known feature of human desire, this freedom is gained in a fierce struggle. Drawing on his experience as an entrepreneur and teacher, the author shares tactics that help turn blind desire into purposeful desire - not by eradicating it, but by wanting it differently. If we control what we want, we can achieve greater independence from trends and fashion and find more meaning in our work and life.