Your brain has been hijacked (and it's not even your fault)

I'm writing this from E+Rose in The Gulch, squinting at my laptop screen.

The person next to me is wearing what I can only describe an overpriced sweatsuit that says "ESSENTIALS" on it.

Seriously.

The irony of paying premium prices for something with "essentials" written on it isn't lost on me. But I'm not here to judge...

Actually, fuck it. I am here to judge.

Because this whole situation reminded me of something important I wanted to share with you:

Humans don't know what they want, so they just want what other people have.

There's a fancy term for this: mimetic desire.

Some old white philosopher dude named René Girard came up with it, but I'm going to explain it in a way that doesn't make you want to slam your head through a wall.

Here's the deal:

Your brain has been hijacked.

That fancy sweatsuit? That $8 matcha latte? That dream of living in a high-rise looking down at all the peasants?

None of these desires are actually yours.

You want them because someone else wants them. Someone you think is cooler, richer, or more successful than you.

And here's the really fucked up part...

That “cool and rich” person only wants those things because THEY saw someone else with them.

It's a never-ending cycle of "I want what they have" with nobody ever stopping to think if they actually want the thing.

I see it everyday in Nashville. Everyone walking around in the same overpriced boots, taking the same Instagram photos at the same murals, and dropping $18 on avocado toast at the same restaurants.

For what? So strangers on the internet will think they're cool?

Let's be real:

Your favorite influencer only bought that Rolex because they saw another influencer with one.

That influencer only got it because they saw a rapper with one.

That rapper only got it because they saw an athlete with one.

Nobody in this chain actually sat down and thought: "Is this something I actually want, or do I just want it because this will impress people I don't even know?"

With everyone's attention spans shrinking faster than my patience in Pure Sweat Sauna Studio when some dude tries to explain crypto to me, nobody takes the time to figure out what they truly want.

They just default to:

• The penthouse with the Gulch view

• The car that makes the vroom vroom noises

• The clothes with the fancy logos

• The watch that says "I make more money than you"

And to be clear, I'm not some minimalist monk sitting on a cushion judging you. I like nice shit too.

The difference is knowing WHY you want something.

Next time you're about to drop serious cash or make a life decision, ask yourself:

"Is this something I actually want, or do I just want it because this will impress people I don't even know?"

Your answer might surprise you.

To wanting what you actually want,

Grant

P.S. If you're tired of living on autopilot and want to break free from this cycle, I can help you build something real. My personal branding coaching isn't about looking good for the internet — it's about creating something authentic that actually matters. Reply to this email to learn more.