This is the first in a four-part series on our 16 human desires. Together they comprise desires thinking, a methodology for creating more meaningful, successful brands.
It feels too easy to use the global political climate as a way into a discussion of these four desires: power, vengeance, saving and prestige. Considered altogether as four corners of a frame, they offer a perfect lens for analyzing today’s realities—and the moves that got us here.
But what’s even more compelling to consider are the many times throughout history that this particular quartet has come into play—driving leaders, sparking conflicts, inspiring conspiracies and, also, springboarding some great brands.
The right desire … can spark a storyline, define a positioning, even inspire a color palette.
Take power. It instantly conjures visions of politicians shaking hands, soldiers on horses dueling to the death and kings on thrones. But it can also tap into entirely different notions of influence—a confident woman commanding the boardroom, or a strong woman, capable of affecting the world, versus being affected by it (our fear of servitude). Power is also about mastery. YouTube is a playground for it: the makeup tutorials, the DIY how-tos and the food vloggers convincing you to count your almonds and drink grass.
Power—and the feelings of efficacy and dominance we feel when we flex it—takes many forms. For brands, the right desire can crystallize a consumer insight. It can spark a storyline, define a positioning, even inspire a color palette.
Here’s a glimpse at how desires thinking starts to manifest in the world—and the work:
We are a coveted brand and innovation consultancy. A collective of curious minds and creative souls. But this is not simply a place. It’s a direction; a movement pointed ever forward. Here, each of us leads by doing. We inspire our fellow specialists, but also our clients and industry colleagues. The work we create means something and makes something: makes minds change. Makes needles move. Makes watershed moments.
You are different here, and you’ll keep on changing. You will grow here. You will be smart, brave, closer to the truth.
And your transformation will also be ours—a progression paved by following your deepest passions and wildest ideas.
Because here, you own a piece of what happens next. Here, we’re united in the belief that LPK is never finished. We are ravenous for the new, the emerging, the uncharted. We know what we hold sacred. And clinging to that, we charge ahead.Return to Careers page