Dear Family,

If you're like most people, at some point in your life, you've probably heard the phrase, "Keeping up with the Joneses.”

What you probably weren't told was that the Joneses are broke!

The phrase comes from a comic trip back in 1913. It was a cartoon about a family constantly trying to match the lavish lifestyle of their neighbors, the Joneses. Ironically, you never actually saw them, only heard about them. The Joneses were always out of frame. Out of reach. Out of reality. Sound familiar?

Today, we’re still playing that same game.

Except now the “Joneses” are on Instagram. Driving leased cars, flexing fake wealth, chasing likes while drowning in debt. And yet we compare ourselves to them. We question if we’re doing enough. If we’re falling behind. If we’re somehow less-than because our grind is quiet.

The Joneses don’t live your life.

They don’t carry your family’s story. They don’t have your purpose. We come from people who made a dollar out of fifteen cents. Who worked twice as hard for half the credit. Who sacrificed so we could have options. And now we’re going to throw that away to impress people who aren’t even paying attention?

It doesn't make any sense.

Instead of keeping up, how about leveling up? Instead of chasing trends, how about building legacy? Instead of performing success, how about living it, on your terms?

This isn’t about judgment.

It’s about Financial freedom. Mental freedom. Generational freedom.

That’s what Normalizing Excellence means. It’s not about flashy.

It’s about rooted. Not about clout. It’s about clarity.

So next time you catch yourself scrolling and comparing, remember:

You’re not running their race. You’re building your own lane.

From LUX, With Love

Matt