To clarify the role of desire in discursive practice, this article examines rhetorical theories of genre and Lacanian theories of the unconscious. The former, it is argued, might be refined to shed more light on actors' unconscious investments in and resistance to the desires maintained by genres. The latter, meanwhile, might be refined to address how desires are materialized in concrete situations. These refinements can be achieved when the two approaches are synthesized in a theory that figures genres as resources by which actors coordinate and materialize desires. This argument is developed through an extended investigation of students' desires to perform particular kinds of identities as they compose career portfolios.