Principles may have greater breadth of vision, but that rarely helps when we’re in the depth of the decision-making weeds. And where soundbites signal our attention, it is the specifics of our actions – down to the level of our thoughts and our language – that rewire our neural networks. Most advice stops too short. ‘Set a budget and stick to it’ is great, but it doesn’t go deep enough. We don’t like deep advice – especially when we’re most in need of it. The more we feel like our relationship with money is imperfect, that it could do with some change, the more we are likely to feel guilty that the change hasn’t happened already, and no guilty person likes being put on the stand, however good they are at lying to the jury. Triggers are in-the-moment, in-your-face, automatic routines for every critical cue. Vigilance is vital. Every cue you catch is a vote for a new way of thinking, acting, and being. Every one you don’t is a vote for the dark side. Manifestoes are no good if they sit on the shelf like so many consultancy reports.