Last week, I shared a story about sushi I didn’t buy.
A reader named Tim from South Africa wrote back with a story so good, I had to ask if I could share it.
He said yes.
A LATE-NIGHT FAVOR
A few days ago, Tim did one of those favors you don’t have to do, but you do anyway.
His friend’s ride to the airport fell through, so Tim stepped up. He drove 40 minutes to the airport at 11 p.m. — wife and kids at home, late night, no easy ask.
While waiting for the flight to arrive, Tim figured he’d grab a little treat. He had points for one restaurant and a voucher for a free smoothie at another.
But when he got there? Both places were closed.
That left two options: a burger joint and a pizza place.
THE FREEBIE WAS GONE, BUT THE DECISION WASN’T
Tim had already decided he was getting something. The free options were off the table, but the decision to treat himself? That stuck.
So he got in line at the burger joint, planning to grab something cheap.
But then he caught himself.
“I wasn’t really hungry,” he realized. “I’d had dinner an hour before I left. But I’d convinced myself I deserved a treat. And if a free one wasn’t in order, I’d just spend money instead.”
Sound familiar? 🍔
HE WALKED AWAY
The flight arrived 20 minutes early. His friend came out. They drove home.
No burger. No money spent. No regret.
And then Tim wrote the line that stopped me cold:
“I was feeding an unhealthy mindset more than I was feeding myself.”
Read that again. 👆
IT’S NOT ABOUT THE BURGER
It’s not about the burger. Or the sushi. Or the $17 or $8 or whatever the small purchase is.
It’s about what you’re actually feeding.
That “I deserve this” voice? That’s not hunger. That’s a story. A habit. A pattern that kicks in when you’re tired, stressed, or feeling like you’ve earned something.
And look — sometimes you do deserve a treat. I’m not saying never buy the burger.
But there’s a difference between choosing the treat and being pulled by it.
Tim felt the pull. And he paused long enough to ask:
Do I actually want this? Or am I just on autopilot?
That pause? That’s everything.
YOU’RE NOT ALONE
I shared my sushi story because a client told me to.
Tim shared his burger story because he saw himself in mine.
And I’m guessing some of you are reading this right now, thinking about your own version.
The coffee you grab when you’re not thirsty.
The Amazon cart you fill when you’re bored.
The “treat yourself” moment that doesn’t actually feel like a treat afterward.
You’re not broken. You’re just running a pattern.
And patterns can change — the moment you see them.
WHAT DOES A FINANCIAL COACH DO?
I help people see the pattern. Not judge it. Just see it.
And once you see it, you get to choose. Really choose. Not from autopilot, but from clarity.
That’s the work.
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. Thanks, Tim. Your burger story made my week. 🍔
P.P.S. Got your own “I didn’t buy it” moment? Send me an email. I read every one.
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