Today was one of those days with my kids. The kind where every interaction feels like a negotiation—and I was losing every single one. By the afternoon, I was fried. And when I’m fried, I do what a lot of people do: I start thinking about food I don’t need.
Specifically, salmon lover’s sushi.
There’s a spot in Toronto I love. $17 for a little tray of the good stuff. I wasn’t hungry—not really. But I wanted it. Because when I’m stressed, I reach for something that feels like relief.
So there I was, standing in line, about to order. And then I caught myself.
Wait. I have a choice here.
I didn’t have to buy it. I wasn’t hungry. I was just stressed. And buying that sushi wasn’t going to fix the stress. Sure, it would taste amazing for about four minutes. But after that? I’d feel… kind of bad. Seventeen dollars poorer. Still stressed.
So I didn’t buy it.
And here’s the surprising part: I felt better not buying it than I would have felt eating it. 🍣
$17 ISN’T LIFE-CHANGING—BUT THE PATTERN IS
I know. It’s just sushi. Not a car.
But here’s the thing: I do this a few times a week. A stressed purchase here. A “treat yourself” moment there. A little sushi, a little something, a quick hit of relief.
Do that a few times a week, and suddenly you’re looking at $3,000 a year. On sushi. That I wasn’t even hungry for.
Say what, Avraham? Three grand on salmon rolls?
Yup. That’s the math.
And it’s not the sushi that’s the problem—it’s the pattern.
I SHARED THIS STORY WITH A CLIENT TODAY
They stopped me mid-sentence.
“You have to put that in an email.”
We’d been talking about something they realized in our work together. Something that hit them hard. And my sushi story landed right on top of it.
Here’s what they said:
“I never saw that I had a choice.”
For years, they thought freedom meant being able to buy whatever they wanted. That’s what money was for, right? You work hard, you earn it, you spend it. That’s the reward.
But the spending didn’t feel like freedom. It felt like relief—for a minute. Then came the guilt. The “why did I do that again?” The low-grade hum of regret that follows you into the next purchase, and the next one, and the next.
They didn’t feel free. They felt stuck in a loop.
THE REAL FREEDOM
Here’s what shifted for them:
They realized they always have a choice.
Not “I can’t afford this”—that feels like deprivation. Not “I shouldn’t buy this”—that feels like punishment.
But: “I get to decide.”
That’s different. That’s empowering. That’s not restriction—it’s ownership.
(My client called it “compassionate and graceful.” I don’t think I’ve ever described budgeting that way. But they’re right. 🤓)
When you realize you have a choice—a real choice, not a rule someone else made—something shifts. You’re not fighting yourself anymore. You’re not white-knuckling through every purchase. You’re just… choosing.
And here’s the thing nobody tells you: choosing not to buy something can feel better than buying it.
Not because you’re being “good.” But because you’re being present. You’re seeing the pattern. You’re stepping out of the loop.
That’s the freedom.
THE SUSHI WASN’T GOING TO FIX ANYTHING
I wasn’t hungry. I was stressed.
Buying the sushi would’ve felt like relief for about four minutes. And then I’d be stressed, $17 lighter, and a little annoyed with myself.
Instead, I paused. I saw the pattern. I made a choice.
And I walked away feeling more in control of my day than I had all afternoon.
That’s not deprivation. That’s power.
FINANCIAL SERENITY (YES, THAT’S A REAL THING)
My client called it “financial serenity.”
I like that.
It’s not about having more money. It’s not about never spending. It’s about knowing you have a choice—and making it consciously.
It’s sustainable. It’s calm. It’s actually enjoyable.
Not the quick hit of buying something and then feeling bad. But the slow, steady feeling of being in control of your own life.
That’s the goal.
WHAT DOES A FINANCIAL COACH DO?
This. This is what I do.
I help you see the patterns you’ve never seen. I help you realize you have a choice—maybe for the first time. And I help you build something sustainable, not just another willpower battle you’re going to lose.
Managing money is only 20% numbers and 80% mindset. The sushi isn’t the problem. The pattern is. And patterns can change.
Wondering if I’m as awesome in person as I am on paper? Spoiler: I totally am. 😎
Don’t believe me? Book a free session and find out →
Avraham
Your Financial Coach
P.S. I still love that sushi place. I’ll go back. But next time, I’ll be hungry. 🍣
P.P.S. My client wanted me to share this because they think it’s important for people to see inside. If this landed for you—hit reply and tell me. I read every email.
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