Treat All of Your Dollars, Not Just the Ones Your Earn, with the Same Respect

Photo by Waldemar Brandt on Unsplash

My ex-husband couldn’t part with any object he’d repaired.

The labor he invested made it priceless in his eyes. This is “The IKEA Effect”. We place a high value (up to 63% more!) on objects we’ve laid hands on with effort (like building IKEA furniture).



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Mariko O. Gordon, CFA

Mariko O. Gordon, CFA


Built $2.5B money mgmt biz from scratch. Coaching badass women to build & love their businesses, manage their finances, and make sure the thrill is never gone.