2013.

I was at dinner with a friend. She was all into the holistic, organic, “healthy eating” stuff. So our discussion turned to health, fitness and nutrition.

She suggested that I start eating organic fruits and vegetables. And, that I buy them from Whole Foods – as they had higher quality produce than Publix (the local grocery store) did (10-years-later fact check: This is true).

I told her that I didn't shop at Whole Foods because their organic produce cost too much.

She stopped eating and looked at me hard.

“Dre, you’re a f%$*#@! Athlete. It’s your BODY!”

She was right.

I've been a Whole Foods regular ever since.

***

Think of the 3 areas of your life that are the most important to you.

Career…
Family…
Health…
Retirement…
Your kids…
Building your brand…

Whatever it is for you, NEVER “go cheap” in those areas.

If you're an athlete, don't “price shop” your trainers or your food.
If you're running a business, don’t hire a cheap coach or join a cheap program just to save a few dollars.
If your family is a priority, your checkbook should reflect that priority.

If you're price shopping in the areas that are (allegedly) the most important to you… what the hell are you doing???

This is of utmost importance to your life. Get the BEST that you can find and pay for it.
Budget for it, save up the money, and borrow from OTHER areas of your life to make it work.

The same way my friend gave me the wake up call that I was an athlete trying to save money on my body, you shouldn't be “going Wal-Mart” on what’s important to you.

Over here, we call that “hustling backwards”: You’re working hard to go in the wrong direction.

So… what matters to you?

What are you investing in it?

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