This essay is from my new book, "Your Money: Reimagining Wealth in Simple Sketches."

It’s called “Enough Is Enough,” and in this episode, I unpack how we confuse more with better—and what it really means to have enough.

It’s a story about investing, dessert, and clarity.

Because enough can't be a number. If enough is a number, you'll never have enough. Enough is actually a state of being that we have to practice.

This is my behind-the-scenes thinking that shaped essay #20 in the new book coming out in October 2025.

This is the essay:

We don’t know when to stop.

I include myself in that.

Sometimes, I stop by the grocery store, buy a pint of ice cream, and eat it.

That’s right. The whole thing.

I’ve noticed a predictable pattern when I do this:

Bite 1: Best thing ever.
Bites 2–10: Really good.
Bites 11–15: Good.
Bites 16–20: Meh.
Bites 21+: I’m sick.

I keep repeating this experiment, hoping for a different result.

This behavior is called diminishing marginal utility. It’s not just about ice cream, but getting more of anything.

Beyond a certain point, more stops making you feel better. If you keep going, more makes you sick.

More becomes “too much.”

The secret isn’t getting more.

It’s knowing when to stop.

🎁 Want a preview of the book?
Email hello@behaviorgap.com with the subject line "Friend of Carl" and we’ll send you seven of my favorite sketches and essays in the book.

📚 Pre-order now:
My recommendation? One copy from Amazon and one from your favorite local bookstore!
• Amazon: https://www.amazon.com/Your-Money-Reimagining-Wealth-Sketches/dp/1804091715
• Local bookstores: https://bookshop.org/p/books/your-money-reimagining-wealth-in-97-simple-sketches-carl-richards/22111257?ean=9781804091715
• Bulk orders (25+ copies) — Use code YourMoney5 at checkout for an additional 5% off the already discounted bulk order pricing: https://bulkbooks.com/products/your-money-reimagining-wealth-in-simple-sketches

Arrested Developments - Natalie May