object:desire is a method to find product-market fit in saturated markets. In this website you will find detailed definitions, examples, and templates so you can implement object:desire in your Startup. ## Main thesis - People buy products to do tasks - But there are multiple products that can be chosen to do any single task - Each one of this alternative products "means" something different for a prospect customer - Out of all the alternatives, she will choose the one with the "meaning" that resonates emotionally with her. - Once she chooses a solution, she will rationalize the decision as if she chose the product based on "value" even if the decision was made because emotional resonance - This "meaning" is built each time that the prospect customer **interacts** with the product (hears about it, sees someone using it, reads about it, sees an ad,...) - Each interaction is loaded with **signs** that convey meaning - All these signs create a **narrative** about what the product "is" for her (what it means) ## This applies to software too The thesis is obviously true when you buy an expensive bottle of cologne, this is because these types of products are pretty hard to rationalize based on value. But the very same dynamics happen on ANY product, but the value rationalization we make when we are choosing one app or web product over another hides the fact that the decision was made on "meaning" first. That is even more pronounced on b2b where apparently there is less room for emotions, and it's all a value-based decision. It's not, it's also based on a narrative that resonates emotionally with the people making the buying decision.