Have you ever asked,
“How can I find and follow my true calling?”

An expansion on Elle Luna’s viral blog post
about choosing Must over Should.

Choose Must Book Cover

“So much greatness and it's all right here!”

Elizabeth Gilbert, Author

“Inspires you to do the boldest thing you can in life: be your true self.”

Evan Williams, Founder

“A beautiful book about art and meaning.”

Seth Godin, Author
Elle Luna Photo by Ike edeani

Elle Luna paints, designs, and writes. She also runs a textile venture, the Bulan Project, a collaboration between designers and master batik artists in Bali, and has previously worked as a designer at IDEO and with startups including Mailbox, Medium, and Uber.

She speaks to groups around the world, sharing the story of “The Crossroads of Should and Must,” and lives in San Francisco and online at elleluna.com.

Choose Must Artwork
And every day, we get to choose.