Money is Emotional: 4 Archetypes Keeping Smart Entrepreneurs from Making More Money

You know what to do with your money. So why aren't you doing it?

You've built a real business. You understand the math. And yet you avoid opening QuickBooks for weeks. You lose sleep before payroll with plenty of cash in the bank. You keep putting off the price increase you know you need. Or you spend money you're sure is coming before it ever arrives.

You're not bad with money. You're human. And money is emotional.

Joey Albertson is not your dad's accountant. She was running the books for a $30 million company before she'd ever taken a finance class, and today she's the CEO of The Profitability Project, a fractional CFO firm. For years she handed smart founders the right numbers and the right systems, then watched them still struggle. Eventually she stopped looking for the answer in better spreadsheets and started looking at the people reading them, including herself. Her own story is in here too: the line of credit she was sure would buy one month, which she'll be paying off until 2029.

In Money Is Emotional, Joey pairs what she's seen from the accountant's chair with research from psychology, neuroscience, and behavioral economics. The result explains what really happens when money stress hits, and how to keep it from running your business.

You'll discover:

• The Money Pit: the shame spiral that turns a manageable financial problem into a bigger one, and why it can trap a founder with a million dollars in the bank
• Robot Dad and King Feel Bad: the two voices telling you to ignore your feelings or feel worse about them, and why neither one helps
• The Path to Profit: how better thoughts lead to better decisions, and better decisions lead to more money
• The Four Money Archetypes: the Ghost, the Fortress, the Scorekeeper, and the Believer. Each comes with five practical tools built for that pattern, not generic advice aimed at someone else's.

Warm, funny, and refreshingly honest, with no crystals required, this book won't ask you to stop caring about your numbers. It will help you stop letting them decide who you are.

Because money is emotional. But it doesn't get to take the steering wheel. You do.