Our Why 🧡 + TMIT 08: Family Money 💰️

The show we wish existed—now 8 episodes in!

Hi friends,

Someone asked us this week:
“How did you decide to spend time on this? To explore how ambitious families can build culture at home?”

The truth is: We are the customer.
We started The Most Important Thing because we couldn’t find it elsewhere. 

There’s a lot of great parenting advice out there for when things go wrong—tantrums, sibling fights, power struggles.
And in business, we’re flooded with stories about shaping company culture with intention.

But when it comes to family?
There’s little talk about being proactive.
Little focus on building a strong, intentional culture at home.

We see the gap.
So we are making the thing we wished existed.
And we’re so glad it’s resonating with so many of you.

Because, after all, family is the most important thing.

With love,
Danielle & Greg

P.S. We made a TMIT Tip Sheet—a one-pager with our favorite takeaways from the first 8 episodes. Quick, clear, and packed with practical ideas for building family culture through small experiments.

🧡 We’d love to hear from you:

  • What have you tried?

  • What’s worked? What hasn’t?

  • What felt too big? What sparked something new?

Reply to this email or find us on IG @themostimpthing—we love hearing your stories.

Episode 08 of The Most Important Thing is live—and this one’s about Family Money đź’°ď¸Ź 

“I strive to make implicit structures and beliefs explicit. Making those elements clear to everyone allows a group of people to become a true team.” - Claire Hughes Johnson, Scaling People 

In this episode, we explore how to make the implicit explicit when it comes to money at home. This isn’t a how-to talk about chores and allowances (no jars labeled Spend, Save, Share here). Instead, we reflect on the subtle ways money influences us—and how to start naming (and questioning) those influences out loud.

TMIT about Family Money: Accept that money influences our family culture, whether we realize it or not.  

Our 3-step process to becoming more intentional about money: 

  • Step #1: Reflect on our own money beliefs. 

  • Step #2: Normalize money talk within our family. 

  • Step #3: Invite kids into the process. 

We discuss:

  • Why reflecting on our own money stories is the first step (shoutout to Money Scripts by Dr. Brad Klontz). 

  • What kinds of low-stakes, everyday money stories we want to start sharing with the kids.

  • We reflect on a moment from Way of the Warrior Kid, where a boy buys a $2 junkyard bike and spends the summer fixing it with a friend—highlighting the value of hard work, creativity, and time well spent over the summer.

  • How what we value highly (in our case, time) determines many of the choices we make daily, and what that means for the next generation.

Listen here: Spotify | Apple Podcasts 

Stay tuned for our Experiment Update at the end of the episode!

Take the MoneyScripts quiz here!