Introduction

I have a question. Have you ever made a quick trip to the store for a few things and ended up spending way more than you planned? Or, set out to buy someone a gift and pick up something nice for yourself. I bet you have. We all have.

I have a weakness for Costco. My planned quick stop for smoothie ingredients would often become an hour-long and expensive exploration of every inch of the store.

They redesigned the store each week. They know that my search for frozen fruit will lead to impulse buys of unnecessary stuff.

I’ve improved, but it’s difficult to pass up a one-of-a-kind, discounted, must-have end-of-season winter jacket, knowing it may never be available again.

Yes, Costco understands my spending habits and uses them to influence my purchasing decisions from the moment I walk in. They prime me with multiple mailings, targeted social media posts, and emails before my monthly shopping trip.

There’s hope.

I’m a big believer in lists; they save me a fortune. Costco’s $1.50 hot dog with a drink is now off my lunch menu; I can’t afford them (not the hot dog, but everything on sale).

It’s common for all retailers to do this across their stores, websites, social media, and emails. It’s almost impossible to escape in the modern economy.

Here’s the question: Why did this assault on my bank account happen? I’m human, just like you. When I shop, my impulsive side overrides my rational side.

I can prove it with receipts. To make matters worse, my emotions justify my spending, numbing the pain.

From my work, I’ve learned that humans aren’t naturally good at managing money. In this simple book (no charts, jargon, or product plugs), I explain why common money beliefs are false and why they hurt your finances.

I’ll share the insights I gained on about the connection between people and money during my journey of building and selling Apexx Behavioral Financial Group. I will explain why humans struggle with finances and present my Money Behavior System to guide you toward better financial decisions.

Today, I work alongside my co-founders at DreamSmart Behavioral Solutions, assisting clients in defining, analyzing, and leveraging their inherent behaviors and financial temperaments.

This book is perfect for people who steer clear of personal finance books, but shouldn’t. It’s about money habits and behavior, not the money itself. This is a book that should've been on your school reading list. Surprisingly, this isn't something many financial experts know about.