This site has everything you need to implement object:desire (o:d for short) - Summary of the key insights from the [pleasedontpush.com](https://www.pleasedontpush.com/) videos - Definitions of all concepts explained in these videos - Comparisons of traditional growth methods vs object:desire to better grasp the differences - Step by Step - How to’s for each step of the framework - Additional examples, case studies, and reference videos and books to go deeper into each concept. So, if you're here without having watched the videos, stop and go watch them first! Starting [here](https://www.pleasedontpush.com/p/objectdesire) This is a reference document that assumes you watched the videos first. Everything will be explained here, but the structure of the site makes much harder to understand the structure and relationship of the different concepts; this is what the videos do best. So get that first grasp there, then come back. If you watch them, welcome. This is the place you come when you half-remember a concept and need the precise definition. When you want to go deeper on a process before applying it. When you're looking for the right example for your specific situation. When you need to explain something from the framework to someone else and want to get it right. ## How it's organized The framework has four sections, each with its own logic and its own set of tools: **object:desire** is the overarching framework; the problem, the coordinates, the solution. Come here to re-anchor on the big picture or to understand how all the pieces connect before going into the specifics. **Symbolic Engineering** is where the work of building meaning lives. It's split into two: Semiotics, which covers the mechanics of how meaning is created and engineered, and Psychoanalysis, which covers the mechanics of desire and conviction; why meaning creates pull. **Spread Engineering / DeMark** is about how meaning spreads beyond you. Getting others to carry it further than you can reach on your own, in the right sequence, until you achieve density. **Adoption Engineering** covers everything that can break the momentum once someone is already pulling your product; the functional and symbolic blockers that kill conviction right when it matters most. Each section follows the same internal structure: the problem it solves, the core idea, the key concepts with definitions, the process, a tactics library, and case studies. You don't have to read it linearly, just go straight to what you need. ## This is a living document New sessions add new pages or even full sections. I will add the pages after each video is published. The first videos will cover the fundamentals of each area, then they will go deeper into the How To’s, advanced concepts and examples, so after the core videos are published (around 5 videos) most of the framework will be here. In any case, when in doubt about anything, go back to the videos. This knowledge base deepens them, it doesn't replace them. Also, I will keep adding examples and reference materials that help understand the key points, and I will keep refining pages based on community feedback. To keep a rapid pace, I am using Claude to create a first version of each page using the talk slides and transcript, then I adjust them manually. Over time, they will be more “me” and less “AI” but the goal right now is speed so you have it all as quick as possible, and this method achieves that. Sorry if it’s too “AI cringy” in some places. To keep track of what changed since the last time, you can visit the [[changelog]].