The Difference Between Should and Want

Hey Team!

Can you believe we’re already in mid-August? It was pretty evident yesterday as I boarded the ferry back to the island after spending the weekend in Vancouver. The ferries were sold out with four- to five-sailing waits, and when I pulled up there were hundreds of vehicles, many of them RVs. Everyone was clearly trying to squeeze in one last adventure before summer comes to a close. Yes, I said it... it’ll be here before we know it.

I was in Vancouver visiting one of my OPS RUN business partners and his family, who were in town for the lululemon SeaWheeze Half Marathon. I figured I’d join the festivities, support them, and do my best to semi-host. Really, I was more of a tour guide than anything. I’m so glad I made the effort and the long commute. We had an incredible three days together... the city was buzzing, the weather was spectacular, and everything seemed to go seamlessly.

SeaWheeze was returning after a six-year hiatus, with the last race taking place in 2019... and they delivered. I didn’t personally run it, but the energy felt different from almost any race I’ve attended. As soon as I got close to the course, I could feel this incredible sense of inclusivity and camaraderie. People were speed walking with friends, running together in groups, smiling from ear to ear. I’m sure plenty of people were there to compete, but that wasn’t the dominant energy. It felt like one massive run club showing up together.

Admittedly, I haven’t been a huge lululemon product guy for many years. There’s nothing wrong with the quality or selection... I’ve simply gravitated toward other brands. But I’ve remained fascinated by the business ever since reading founder Chip Wilson’s Little Black Stretchy Pants back in 2018. It remains one of my favorite business books.

And this weekend reminded me why. Two things stood out: how effectively lululemon activates community and how unmistakably its presence could be felt throughout the city. They’ve been masters of both for decades. In many ways, I’d argue lululemon helped write the modern playbook for community-led brand building... a playbook countless brands have since followed.

SeaWheeze wasn’t simply a half marathon. It created a feeling people wanted to belong to. I’m confident that feeling will stick with many of the people who were there, adding even more energy to this incredible moment running is having.

This Week’s Shift

Do you ever catch yourself saying you should do something? “I really should work out today.” “I really should eat more protein.” “I really should get that project finished.”

What happens if you replace should with want? “I want to work out today.” “I want to eat more protein.” “I want to get that project finished.”

It’s a tiny change in language, but I’ve found it can completely change how something feels. “Should” can turn something into an obligation. “Want” reminds you that you have a choice. There’s often pressure attached to “should,” and if you don’t follow through, it becomes easy to pile guilt or disappointment on top of whatever you already had going on. “Want” gives you back some agency. It turns the action into something you’re choosing... and often something you’re genuinely looking forward to.

I use this with my running all the time. I have some big races ahead, and my training will begin ramping up again this fall. Saying, “I want to get my long run in this weekend” feels completely different than, “I should get my long run in this weekend.” One feels like an opportunity. The other can feel like an obligation.

So the next time you hear yourself saying you should do something, try replacing it with want. You may still make the exact same decision... but you’ll be making it from a very different place.

Sometimes the smallest shifts can completely change how we experience the things in front of us. Whether it’s a long run, something you’ve been putting off, or simply making the effort to show up... maybe this week, replace a little “should” with “want” and see what happens.

Catch you on the Start Line,
—Matty