With the holiday season in full swing, the prominent question being asked, texted, emailed and discussed is, “What do you want for Christmas?”

I’d like to pursue wealth.

Let that sink in for a moment. Kind of tough to put wrapping paper around that one…let alone find a box.

Now read the thought below from Epictetus (Shared by Ryan Holiday on The Daily Stoic).

The more I think about the blinding commercial spirit of Christmas in 2021, the more I can come up with a seemingly long list of unnecessary “things” I desire this year.

Mind you, I’m nearly 40…so the secret of Santa is out, and having a Christmas list at my age is a touch ridiculous.

But, what if instead of pursuing a Christmas wishlist, we removed the holiday seasonality from the original ask and thought more broadly and simply.

What do I want?

I’m going to give you a short list of considerations on my list and more importantly HOW I’m thinking about them. Having spent two decades in the world of marketing, I’m consistently reminded of the true power and trance like pull of BRANDING and the stories we tell ourselves about needs, wants and value.

The considerations listed below are what I believe are those really nice to have, but certainly not necessary things I think many of us think about, and sometimes pine over.

• Transportation – I’ve looked and looked and looked at purchasing a “fancier” car. Specifically I’ve looked into a BMW our Audi purchase a few times (maybe a few too many). The vehicle would be sleek, stylish, and downright sexy with European styling and finishes. Truth be told, it wouldn’t break the bank and “I’ve earned it”…right? Then I start asking the hard question. WHY DO I WANT IT? At the end of the day it’s really just transportation and I have more than suitable means anyway. I guess I’m thinking I’d earn a bit of prestige or steal a look from onlookers as I roll by, but that’s really just ego talking. I’m convinced it could make me happier and possibly even grow my confidence…but how long would that luster last? A week, maybe two? Then I’d just be paying for a depreciating asset that gets me from [A – – > B] just the same as my Grand Cherokee…which is perfectly functional. I’ll set this one aside for now for I believe although I may enjoy it, I don’t know if it will truly make me happier or more fulfilled.
• Watch – Any self respecting achieving man and Ray Donovan viewer knows you need a badass watch on your wrist if you’ve “made it” in life. If you’re really CRUSHING IT, you’ll have a few to choose from laying nicely in a finely finished wooden collectors box. I fashioned myself in a Rolex or a Tag Heuer “timepiece” (not a watch…DUH). Then I start asking the hard question. WHY DO I WANT IT? At first I was going to commemorate a business deal. It would carry with it a STRONG sense of achievement. A timeless reminder of pursuit and accomplishment. But really, at the end of the day a (functioning) watch tells time. Does anyone I’m interacting with on a daily basis care how I get the time? Doubtful. I’ve chosen to pass on this one for now as well and I’m not sure if I ever get there.

I’d like to state I have absolutely no ill will for those driving luxury cars or wearing a fine timepiece. I hope they love them and the love their decisions. It’s also important to note, I have ZERO idea how any of these people arrived at their purchase decision, nor is it up to me! Cheers to you! Celebrate it.

That said, this isn’t a post about things. It’s a post about thoughts regarding things. For me, this is when I go back and read the words of Epictetus.

Wealth consists not in having great possessions, but in having few wants.

I can’t say if I’m “wealthy” by Epictetus’ definition, but I’m certainly in pursuit. After all, I still have wants. They find me almost every day. Maybe they’re not wants, maybe they’re desires. But I’m able to step back and think critically through them without being pulled by the strong tethers of emotion.

Furthering on this thought, the stoics are masters at positioning. Being mindful of what things really are when they are distilled down to their essence. Marcus Aurelius summarizes it perfectly in this quote,

“How good it is when you have roast meat or suchlike foods before you, to impress on your mind that this is the dead body of a fish, this is the dead body of a bird or pig; and again, that the Falernian wine is the mere juice of grapes, and your purple edged robe simply the hair of a sheep soaked in shell-fish blood!

I enjoy life and appreciate indulging in the “finer things” as much as the next. But they won’t own me, for that wouldn’t fulfill my wishful Christmas ask. True wealth sits not in a number or stuff. Wealth is about FREEDOM.

Happy Holidays!