Let’s first dispense with the idea that saying no to spending on certain things means you’re cheap. If you decide that spending £4 on Cokes when you eat out isn’t worth it – and you’d rather save £10 each week for a movie – that’s not being cheap. That’s consciously deciding what you value. Unfortunately, most of us were never taught how to consciously spend, which means cutting costs mercilessly on the things you don’t love, but spending extravagantly on the things you do. Instead, we were taught to generically apply the principle of “Don’t spend money on that!” to everything, meaning we try
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