Have you heard about the experiment with chimpanzees, poker chips and a vending machine?

Let’s dive deep into the 1936 experiment that exposed the OG hustlers: chimpanzees.

J.B. Wolfe set up a vending machine – the Silicon Valley of primate motivation – dispensing the holy grail: grapes (or raisins, let’s not get picky). But here’s the twist: these weren’t free.

Enter poker chips, the currency of the chimp trade. Chimps, being the natural-born negotiators they are, quickly learned the hustle. Performance for chips? No problem. But then, the scientist decided to switch off the machine and see what would happen. He was surprised to see that they started stockpiling these chips. Forget YOLO (“You Only Live Once”), these chimps were preaching a new gospel – GYODO (“Grapes You Only Desire Once”). Let’s be honest on this point, many people are falling short. As my friend once said when I shared this story, “If my friends were at least half as smart as those chimps, they would be way richer than they are now.”

Chimps were demonstrating delayed gratification, a skill long thought to be a human superpower. Imagine this – a chimp, staring down a single grape, muttering, “Nah, gotta play the long game. Multi-grape future, that’s the dream.”

This wasn’t just about chimp snacking, it was a paradigm shift. Wolfe’s experiment highlighted a crucial evolutionary leap – the ability to plan for the future. So, the next time you see a squirrel hoarding nuts, don’t judge, they might be onto something.

Why people are struggling to save and what you can do about it?

We’re gladiators in the arena of modern commerce, bombarded with temptations designed to drain your wallet faster than a retiree at a timeshare sales pitch. I want to highlight three major things:

Credit cards and BNPL schemes? Those are the glitter-encrusted handcuffs of debt, promising instant gratification but delivering a lifetime of “minimum” payments.

Treat credit like your mortal enemy, and as in any war you need to build as many layers of defence as possible. Every swipe is a mini-battle in the war for your freedom. Ditch plastic cards for non-essential purchases. Go old school – withdraw a set amount of cash each week. When it’s gone, believe it or not, you can’t spend any more (shocking, right?). Feeling the physical weight of your “chips” leaving your hand makes every purchase a conscious decision. And those BNPL apps? Delete your accounts not just apps. They’re the digital equivalent of a wolf in sheep’s clothing. Can’t afford it now? Save up, then pay in full later. Patience isn’t just a virtue, it’s a financial superpower.

Now, let’s talk discounts. They exploit our primal fear of missing out (FOMO), triggering a scarcity mentality that screams “BUY NOW OR FOREVER HOLD YOUR PEACE!” The “limited-time offer”, “only a few left” or “50 people are watching now” gimmick is pure retail manipulation, designed to turn even the most disciplined shopper into a mindless clicker. Remember you are not saving 30%, you are spending 70%.

Fight back with a personal waiting period. Anything non-essential gets a 24-hour cool-off, and no, new pair of the latest AirPods is not essential. (sorry Tim). Let that initial buying frenzy subside. Ask yourself: “Do I actually need this, or am I just a sucker for a sale?”.

The next thing, unsubscribe from marketing emails and turn off sale notifications. Out of sight, out of swipe. Curate your shopping experience.

Speaking of curation, social media is another battleground. Are those perfectly curated feeds showcasing everyone else’s #blessed lives? Yeah, that’s a recipe for your financial disaster. The fear of falling behind (thanks, social proof!) leads to impulsive purchases that erode your savings faster than a Kardashian marriage. Remember, until you are really rich, the only person you need to prove something is yourself.

Here’s your social media survival guide: unfollow the accounts that make you feel like a financial failure. Fill your feed with frugalistas, minimalists, and financial gurus instead. (Don’t forget to subscribe to my channel). Let them be your digital spirit animals, whispering wisdom and motivation in your ear.

Regular social media detoxes are crucial. Unplug for a weekend, a week – whatever you can manage. Reconnect with your real-life priorities. Practice gratitude. Appreciate what you have, not what some influencer is shilling. Focus on building a life that aligns with your values, not the fleeting trends dictated by the latest #OOTD post. Have you watched “The Joneses”? Strongly recommend to watch for understanding how social media impacts your purchase decisions.

How to start saving?

I’m sure you can outperform the chimp, so your first step is building a habit. Building a savings habit isn’t about clipping coupons like your grandma (although, hey, grandma was onto something). It’s about rewiring your brain for delayed gratification. Think of your future self as your ultimate investor. Every dollar saved today is a future down payment on freedom – freedom from debt, freedom from living paycheck to paycheck. So, 1) ditch the “latte” habit and channel your inner financial samurai. 2) Automate your savings, save at least 20% every month. The goal is 30%+, but we might need to work on your earnings. Don’t worry this is one of my objectives here as well. Set financial goals that make you giddy with excitement (that dream house won’t buy itself!), and track your progress like a hawk. Remember, small, consistent wins are the building blocks of a healthy bank account. Get in the game, and watch your future self high-five you from across the timeline.

To summarise

So, what’s the takeaway for the modern primate (a.k.a. you)? Saving is not about how much you earn but about discipline, self-control, and habits. To build any habit, you need to create an environment that reduces the risk of losing focus and increases the chances of building it.

Learn from your ape ancestors. Master the art of delayed gratification. Don’t settle for the first grape you see. Hold out for the multi-grape extravaganza of life. Remember, in the jungle of success, the chimps are showing us how it’s done.

Now go forth and dominate the vending machine of your dreams and prove that Darwin was right about evolution and that we are all better than chimps in every aspect. Start saving now.