Sale price is a 'fool's price' rule

What if the biggest source of stress in your life is not your job, inbox, or finances – but the simple fact that you have too much stuff?

This week, my guest is Joshua Fields Millburn, co‑founder of The Minimalists, whose documentaries, books and podcast have inspired millions of people around the world to reconsider their own relationship with possessions and success.

Joshua grew up with very little money, in a home marked by addiction, violence and instability and, as a young man, became convinced that the solution was to be found in acquiring ‘more’:  more income, more status and more material comfort. By the age of 30, he had everything he thought he wanted – the big job title, the nice car, the large house, all the visible signs of having “made it”. And yet, inside, he was anxious, overwhelmed and deeply unhappy.

Then, in the space of a single month, his mother died and his marriage ended. Those two events forced him to pause and ask some uncomfortable but essential questions: What am I actually doing with my life? Whose values am I living by? Is this endless consumption really what life is all about?

That period of questioning led Joshua towards minimalism – not as a trend or an aesthetic, but as a practical framework for living with greater clarity and intention.

 in our conversation, we discuss:

• How external clutter is often an outward reflection of internal clutter
• Why products so often promise fulfilment but ultimately deliver dissatisfaction
• The difference between healthy consumption and harmful consumerism
• Practical rules that make decluttering simpler, including the 30-day minimalism game, the 90/90 approach to clothes and why a “sale price” can often become a “fool’s price”
• How identity clutter keeps us stuck - when we cling to things, roles or labels, not because we need them, but because we’re afraid of who we’ll be without them
• How minimalism can improve our health and relationships by creating more time, attention and presence.

Joshua is a wonderful human being, a brilliant communicator and someone who thinks deeply about the human experience.  He believes that minimalism is the art of “addition through subtraction” - it’s not about having less for the sake of it, but about making space for what matters most.

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