You have hunger you have sex you have power and you have the urge for acquisitiveness.

At 14 minutes, I had these awful contractions, like this urge to breathe.

And third, you need desire.

Romantic attraction, that gets into the desire system.

Not wanting is the same as having.

Absent desire, not going to happen.

I don't feel like studying.

There's lust, which is just wanting to have sex.

We get to exercise some ancient, ancient drives.

Joseph Pine on what consumers want

We looked at their desire to cooperate.

Now, this was an object of much envy and lust.

And it's that wish, or that desire, that I suppose I'm dealing with in my work.

But fear, curiosity and greed have driven us.

One is the sex drive the craving for sexual gratification.

We want to satisfy our individual desires.

They are very eager learners and very capable survivors.

It's the crowd that shines the light and fuels the desire, but the light and desire are a lethal one two combination that attract new people to the crowd.

Knowing somebody's your kin typically kills the libido.

And the desire part comes, I guess, from social status, right?

Invite the crowd, let in the light, dial up the desire.

Back then, we had an urge, a need, to tell the story.

Adrenaline, kill. It'll give you the will.

It tells a story. The story can reach into obscure desires.

I lived in New York for 10 years, and I am a big fan of Sex and the City.

But the desire element is really dialed way up.

I got the feeling that my brain wanted to basically see it come back to life.

But the extension of the logic is that you don't need to fulfill your desire to be happy.

Mastery the desire to get better and better at something that matters.

It's going to be pornography, Sex and the City, or maybe watching funny videos of cats.

Adam Smith, 200 years ago, spoke about our desire for a life without shame.

Zynga has risen on the consumer's desire to not want to be locked in to fixed cost.

The answer, I think, is contained in this incredible triptych from Hieronymus Bosch, The Garden of Earthly Delights.

And when you desire, how is it different?

We're going to look at body play, which is a spontaneous desire to get ourselves out of gravity.

That brain system the reward system for wanting, for motivation, for craving, for focus becomes more active when you can't get what you want.

But actually, it's a drive. It comes from the motor of the mind, the wanting part of the mind, the craving part of the mind.

It would seem that the object of desire only comes into its own by disappearing repeatedly.

But nonetheless, not just the Dutch, but everyone has this desire for the authentic.

It was founded with the noble intention, as stated in its Charter, of saving succeeding generations from the scourge of war.

So I started looking at things this way and wrote a whole book about it called The Botany of Desire.

Lo and behold, there in Reseda, CA was Rondoron who wanted swap his or her like new copy of Sex and the City for my copy of 24.

And this engine is not just economic value it is pulling material resources relentlessly through the system, driven by our own insatiable appetites, driven in fact by a sense of anxiety.

They said You know we have no need for your daughters, and know well what we want.

Because every one of us has this desire, for once just once to tell our story and have it heard.