A Sephora employee convinced two young girls that makeup was essential to their identity as women. The speaker argues we spend money on what we believe we are, not what we want to become. Real change requires shifting your identity first.
So I was in the middle of Sephora, a makeup place. Layla went off to do whatever she does, and I'm like, what do I do with my hands? And while I'm watching, I see these two little girls and the lady with the smock, right? And she holds up two, you know, pencils or whatever, and she says, listen girls, now that you're women, you need to start putting aside money every single month to start budgeting for the makeup that you're going to have to spend. And the girls were super excited, and they took the pencils and they ran off to go check out. These girls were so ready to accept this new cost in their lives because it was associated with an identity that they wanted. Which is to go from girls to women. A lot of people want to become fit and they don't change their identity to match it. A lot of people want to get into business, but then they want to keep spending their time and their money like they're a poor person. The first shift that has to happen, like, I am this type of person and therefore I do these types of things, because at the end of the day, we vote with our dollars about the things that we care about.
