3 ways to admit money matters and shamelessly go after it

A while back, I was in a meeting with two business partners.

Let’s call them Mike and Kelsey.

We were talking strategy for their book launch. Specifically, how to hit the New York Times bestseller list.

I asked Mike what his goal for the book launch was.

“I’d love to hit the New York Times list,” he said.

Then I turned to Kelsey. “What about you?”

She didn’t hesitate: “I actually don’t care about the Times. I want to make a bunch of money.”

I wanted to hug her.

Finally. Kelsey didn’t hesitate to say the “M” word out loud.

The Problem

We’ve made “money” a dirty word.

Authors say: “I’m not doing this for money. I just want to help people.”

Entrepreneurs say: “It’s not about the money. It’s about impact.”

Professionals say: “I don’t care about salary. I just want fulfillment.”

I’m calling BS on this.

Why can’t it be both?

The Big Small Thing

Money has been a huge driver for me for two decades — and I’m not ashamed of it.

From my very first Google paycheck in 2006, I was intentional:

I maxed out my 401K, saved aggressively, negotiated raises, and took on projects that would grow both my skills AND my earning potential.

Here’s what that’s bought me:

Jon and I have a very healthy, happy marriage. We don’t live in fear of paying bills. We can get extra help around the house. We don’t fight about finances.

Don’t get me wrong. Money isn’t everything.

But having financial security means Jon and I can fight about who’s loading the dishwasher wrong. Not whether we can pay the mortgage.

It’s okay to say, “I want to make more money.”

Here’s 3 ways to own it:

1. Set an actual money goal.

Not a vague “I want to be comfortable.” Write down a number.

How much do you want to make this year? Next year? In five years? Do you want to Die With Zero (great book recommendation by the way) or do you want to leave each kid $1M?

Put it somewhere you’ll see it. Mine is written in the top row of my annual business strategy spreadsheet.

2. Talk about money without apology.

Next time someone asks about your career goals, don’t shrink.

Say it clearly: “I want to have impact AND I want to make great money doing it.”

In a performance review, it positions you as ambitious and results-driven. In a networking conversation, it signals you’re serious. In an interview, it shows you value yourself (and the company should too).

3. Make one financial decision this week that aligns with your goals.

Pick one:

• Increase your 401K contribution by 2%
• Google the difference between pre-tax and Roth 401Ks
• Raise your freelance rates by 15%
• Set up an intro call with a financial planner and figure out if you need to stress about a $10K vacation or not

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How This Helps You Get What You Want

Money isn’t evil. It’s fuel.

It’s the difference between:

“I can’t afford to quit this job I hate,” and “I have six months of runway to find something better.”

“We can’t help our parents,” and “Let’s book them that anniversary trip.”

“I’m too stressed to think straight,” and “I hired help, so I can focus on what matters.”

Once you admit money matters (to yourself and to others), you unlock the freedom to go after it without guilt.

You can negotiate harder. You can build bigger. You can create the impact you want because you’ll have the resources to back it up.

Money matters.

And it’s time we stopped pretending otherwise.