If you can’t buy it twice, don’t buy it

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A few years ago, I watched a CEO casually spend $600 on an office treadmill.

No questions asked, no hesitation—just handed over his company card.

A week later, the treadmill arrived.

We used it for about two weeks before it got shoved into storage, probably still collecting dust to this day.

That moment stuck with me.

Because while that CEO eventually sold his company for $30 million, most of us don’t have unlimited cash to throw around.

Every dollar we spend should have a purpose.

And one of the simplest rules for financial discipline?

If you can’t buy it twice, don’t buy it.

It’s a mindset shift that applies to both individuals and businesses.

Here’s how it works:

1. Think Before You Buy

Ever seen someone drop $4,000 on a TV without blinking?

Now, imagine buying two of them.

Would they still go through with the purchase? Probably not.

That’s why this rule is so powerful—it forces you to zoom out.

If buying it twice feels ridiculous, you might not be able to afford it in the first place.

For businesses, this principle is even more crucial. A company that acquires another for $30M should ideally have $100M+ in cash reserves.

That way, the purchase is strategic, not a gamble.

2. Treat Yourself, Don’t Trick Yourself

We all want nice things. And there’s nothing wrong with rewarding yourself.

But ask yourself: Am I treating myself, or tricking myself?

That $4,000 TV?

If you’re justifying it with reasons that sound like a sales pitch, you might be tricking yourself.

If it truly adds value to your life, sure—but more often than not, the “need” is manufactured.

The same goes for businesses.

The office treadmill?

A treat.

But also a waste because no one really needed it.

Scale this thinking up, and you’ll see companies burn millions on unnecessary perks instead of reinvesting in things that actually grow the business.

3. Do You Really Need Top-of-the-Line?

I needed a new computer for video editing.

My first instinct?

Go for the best MacBook Pro available—$3,700.

But then I asked:

• Do I need it to be portable?

• Could I get similar specs at a lower price?

That’s when I found the Mac Mini.

Same power, a third of the price. It got the job done without burning cash.

Businesses fall into this trap too. 

Buying the most expensive software, equipment, or office space when a more cost-effective alternative would work just as well.

If it doesn’t materially improve results, you’re just paying a “luxury tax” for no reason.

4. Is It an Asset or a Liability?

A simple way to look at any purchase: Does it make you money, save you time, or improve your life long-term?

• An at-home gym? 

  Asset. 

  Keeps you healthy and productive.

• A high-end watch?

  Liability (unless it’s a collectible that appreciates in value).

• A new laptop?

  For a video editor, it’s an asset.

  For someone who only checks emails?

  Probably a liability.

For businesses, this distinction is critical.

Some expenses feel necessary (fancy offices, company retreats), but if they don’t generate returns, they’re just expensive liabilities.

The Bottom Line

Wealth isn’t just about making money—it’s about keeping it.

The best financial decision is often the one where you don’t spend unnecessarily.

Before your next purchase, ask yourself:

• Can I buy it twice?

• Am I treating myself or tricking myself?

• Do I really need the top-of-the-line version?

• Is this an asset or a liability?

Most people who build real wealth aren’t the ones with the flashiest purchases. They’re the ones who make smart, intentional financial decisions.

What’s one thing you’ve bought recently that, in hindsight, you didn’t really need?

Hit reply and let me know—I read every response.

Stay sharp,

Be Wealth Operators