920. How to Operate From Want Instead of Need in Your Business and Your Life

No Days Off with Brian Gubernick · Oct 8, 2026 · 9m

Brian discusses the difference between operating out of need and operating out of want, and why the business owner who can walk away from a deal usually ends up with the better one. Need shows up in places most owners never notice. The discount they didn't have to give. The client they knew was wrong for them. The hire they made just to fill a seat. Brian explains why need doesn't just feel bad but actually makes people think worse, drawing on research from economist Sendhil Mullainathan and psychologist Eldar Shafir, authors of Scarcity. Brian also discusses why want can't be faked, and what…