As we grow in our spiritual understanding, we realize that we are timeless beings who create incarnations just as artists create art forms.
From this higher perspective, pursuing our highest joy is an expression of our true being, because our joy is part of our soul signature. Unfortunately, our current mass understanding stands in the way of pursuing joy. This includes ignorance about our spiritual nature, human made forces such as market and mass media, as well as our own fears and insecurities.
Watch this video about pathways of pursuing joy.