Embrace your duality.
EDITION 08: INVEST ON PURPOSE
An insight…
Several years ago, while conducting research as a consultant, I discovered a universal truth about financial behavior that spanned across income levels: we all navigate life with two distinct “selves”—our Everyday Self and our Financial Self. (And let’s be honest, some of us are juggling even more than that! )
Every January, the Financial Self often takes center stage. New Year’s resolutions and ambitious budgets are crafted with the best intentions. We pledge to ourselves things like: “This will be the year that I finally save for that robust emergency fund everyone says I should have.” Or, “When I get my bonus, I’ll take a big chunk of it to invest in companies that align better with my values.” We feel confident in our plans and return to our daily routines.
But as weeks unfold, our Everyday Self surfaces—the voice seeking instant gratification and convenience. "I work hard; I deserve to order takeout. I can still save." Or "Researching investments beyond my 401k is overwhelming. I'll figure it out once work settles down."
A deeper dive…
Because I too am not immune to the New Year’s resolutions of “this will be the year I get in the best shape of my life ,” I’ve learned something fascinating about how our brains work. These rationalizations aren’t just habits—they’re hardwired into us. That’s where dopamine, our feel-good neurotransmitter, comes into play. We get dopamine hits when something feels forbidden or out of reach. The more we restrict or deny ourselves, the more valuable and desirable that thing becomes. So, when we promise to “be more disciplined with money” and a tempting opportunity arises, our brains rationalize why we deserve it—and that forbidden thing feels impossible to resist.
Then, this sparks a cycle of guilt. Making the things the Everyday Self desires that much more forbidden and that much more desirable. And the loop goes on and on.
I know, I know, it sounds bleak. But the good news: we don’t have to be trapped in this loop! And let me tell you why.
An approach…
I recently read an article in the Wall Street Journal about “radical doability,” which essentially is giving ourselves (all of our “selves”) grace from attaining perfection, and focusing instead on achieving smaller, reachable goals. I love this concept because radical doability gives us permission to ditch the all-or-nothing mindset. It encourages us to celebrate progress over perfection—like starting with saving $100 a week instead of aiming for an unattainable six-month emergency fund right away.
At BeeCene…
We understand that life isn’t black and white—it’s a mix of ambition and indulgence, planning and spontaneity. That’s why we’re hard at work, building an investment platform that meets you where you are, helping you align your Everyday Self and Financial Self without sacrificing joy or convenience. Ready to embrace your duality? Our waitlist will be opening soon for you to take the first step toward purposeful investing.
