There has been a significant body of research that has explored how discourses of enterprise enable organizations to constitute subjects as enterprising individuals who are motivated to meet organizational ends (DuGay, 1996; Rose, 1998, McCabe, 2008; Fenwick, 2002). The focus of much of this research is on how individuals become subjects of organizational control (McCabe, 2009; Storey et al., 2005). There has, however, recently been a new line of enquiry that points to how discourses of enterprise create desire (Jones and Spicer, 2005; Johnsen and Sørensen, 2017). We follow this line of enquiry to explore how desire gives rise to more enterprising forms of work as organizations allow workers to aspire to “be your own boss” or “live the life you choose”.