Let's be real for a moment. 

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No one wants the house, the partner, the sweater, or the iphone because those things objectively are necessary. 

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We want them because we believe they will make us feel a certain way. 

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Our emotions motivate our decisions, dictate our shopping behaviour, fuel our dreams and goals, and can determine long-term success or failure. 

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Think about this for a second: remember that time you reached that goal or that milestone, and it didn't feel like you thought it would feel? 

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Maybe you graduated and got the job, but it felt empty. 

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Maybe you got to the wedding alter, and it didn't feel the way it was supposed to. 

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Maybe you bought the clothes you thought you were supposed to wear, and they didn't feel like you. 

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This is why understanding "feeling goals" or "internal goals" (as opposed to external goals) is of vital importance. WHY do you want what you want? 

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If you want an iphone so that people will respect you, maybe you need to find other ways to feel respect for yourself. 

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If you are avoiding a promotion because your feeling goal is freedom, maybe you should look at jobs and career paths that increase freedom instead of decreasing it. 

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If you want success in order to feel loved... well... there is a bit of cleaning up to do on the inside then, isn't there? 

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This is powerful and important work, and so necessary to find what really sparks joy for us all.

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