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   Plus: Lilly’s big shot.
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             <div>
              <span style="color:#888888">
               Thursday, February 5, 2026
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               Wolf von Dewitz/picture alliance via Getty Images
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              <span style="font-size:16px;color:#000000;font-family:Helvetica Neue,Helvetica,Arial,sans-serif;background-color:#FFFFFF">
               Good morning, Quartz readers! It’s Shannon Carroll with the Daily Brief. Today, shopping apps keep finding your weak spots, Wall Street rewards the obesity-drug operator that looks steadiest under pressure, one AI company frames ads as betrayal-by-design, and the lunar calendar gets a NASA edit.
               <span class="ql-cursor">
                
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              <span style="font-size:18px;color:#168DD9">
               HERE'S WHAT YOU NEED TO KNOW
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               </span>
              </span>
             </h2>
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             <div>
              <strong style="font-size:16px;color:#000000;font-family:Helvetica Neue,Helvetica,Arial,sans-serif;background-color:#FFFFFF">
               The jobs market keeps holding its breath.
              </strong>
              <span style="font-size:16px;color:#000000;font-family:Helvetica Neue,Helvetica,Arial,sans-serif;background-color:#FFFFFF">
               The latest ADP readout paints a private-sector market that’s barely moving, and with the official BLS report delayed, the anxiety around
              </span>
              <a data-linktext="“no-hire, no-fire” limbo gets louder." data-linktype="Normal" style="color:#168DD9;font-size:16px;font-family:Helvetica Neue,Helvetica,Arial,sans-serif;background-color:#FFF;text-decoration:none;" target="_blank">
               “no-hire, no-fire” limbo gets louder.
              </a>
              <span style="font-size:16px;color:#000000;font-family:Helvetica Neue,Helvetica,Arial,sans-serif;background-color:#FFFFFF">
               
              </span>
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             <div>
              <strong style="background-color:#FFFFFF;font-family:Helvetica Neue,Helvetica,Arial,sans-serif;color:#000000;font-size:16px">
               Google wins the quarter and dares the market.
              </strong>
              <span style="background-color:#FFFFFF;font-family:Helvetica Neue,Helvetica,Arial,sans-serif;color:#000000;font-size:16px">
               A blowout quarter in Search and Cloud reassures Wall Street, 
but a $175-plus-billion capex forecast forces investors to confront
              </span>
              <a data-linktext="what competing in AI actually demands." data-linktype="Normal" style="color:#168DD9;background-color:#FFF;font-family:Helvetica Neue,Helvetica,Arial,sans-serif;font-size:16px;text-decoration:none;" target="_blank">
               what competing in AI actually 
demands.
              </a>
             </div>
            </td>
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             <div>
              <strong style="background-color:#FFFFFF;font-family:Helvetica Neue,Helvetica,Arial,sans-serif;color:#000000;font-size:16px">
               Claude goes to Super Bowl LX with a warning.
              </strong>
              <span style="background-color:#FFFFFF;font-family:Helvetica 
Neue,Helvetica,Arial,sans-serif;color:#000000;font-size:16px">
               In spots titled “Treachery,” “Deception,” “Violation,” and “Betrayal,” Anthropic promises “Ads are coming to AI. But not to Claude,” as OpenAI prepares
              </span>
              <a data-linktext="ad tests on free users." data-linktype="Normal" style="color:#168DD9;background-color:#FFF;font-family:Helvetica Neue,Helvetica,Arial,sans-serif;font-size:16px;text-decoration:none;" target="_blank">
               ad tests on free users.
              </a>
             </div>
            </td>
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                  SPONSORED
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                 <div>
                  <span style="background-color:rgba(0,0,0,0);font-family:Arial,Helvetica,sans-serif;font-size:20px;color:#000000">
                   97% of finance leaders say their budgeting process is collaborative.
                  </span>
                 </div>
                 <div>
                  <br/>
                 </div>
                 <div>
                  <span style="background-color:rgba(0,0,0,0);font-family:Arial,Helvetica,sans-serif;font-size:20px;color:#000000">
                   92% also say they face collaboration challenges.
                  </span>
                 </div>
                 <div>
                  <br/>
                 </div>
                 <div>
                  <span style="background-color:rgba(0,0,0,0);font-family:Arial,Helvetica,sans-serif;font-size:20px;color:#000000">
                   So…what’s really going on?
                  </span>
                 </div>
                 <div>
                  <br/>
                 </div>
                 <div>
                  <span style="background-color:rgba(0,0,0,0);font-family:Arial,Helvetica,sans-serif;font-size:20px;color:#000000">
                   Back-to-back Zooms and prolific Slack threads may look like collaboration, 
but it’s busywork dressed as teamwork.
                  </span>
                 </div>
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                   The real thing requires structure: shared assumptions, sequenced inputs, and connected models that can be easily shared across teams.
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                   We asked 250 finance pros what’s working and what isn’t this budgeting season. See how 
you stack up in
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                  <a data-linktext="Aleph’s 2026 annual budgeting &amp; planning benchmark report" data-linktype="Normal" style="color:var(=-blue-cta-default);background-color:rgba(0,0,0,0);font-family:Arial,Helvetica,sans-serif;font-size:20px;" target="_blank">
                   Aleph’s 2026 annual budgeting &amp; planning benchmark report
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               CART BLANCHE
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               You open your phone to check the weather. You close it having bought a candle, concert tickets, and something TikTok insists will change your life. Thirty minutes later, the joy fades. The charge, however, does not.
              </span>
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              <br/>
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              <span style="font-size: 16px">
               That’s the emotional math behind impulse spending, according to Intuit’s 2026 Financial Wellness Survey, which found that 45% of Americans say impulse purchases are getting in the way of their financial goals. Still, 38% say joy drives those 
decisions — even as 54% admit they regret them later.
              </span>
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              <span style="font-size: 16px">
               The contradiction isn’t confusing to people who study money feelings for a living.
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              <span style="font-size: 16px">
               “Impulse spending is often less about the item and more about the emotional relief it provides in the moment,” said Marsha Barnes, a financial therapist and founder of The Finance Bar. The joy is real. It’s also brief. Dopamine is efficient like 
that.
              </span>
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              <br/>
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             <div>
              <span style="font-size: 16px">
               Intuit found that 49% of Americans try to stay frugal during the week so they can splurge on the weekend — salads and packed lunches Monday through Friday, then concerts, cocktails, and bottomless brunch once Saturday hits.
              </span>
             </div>
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              <br/>
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             <div>
              <span style="font-size: 16px">
               Tori Dunlap, founder of Her First $100K, says the strategy mirrors diet culture’s restrict-then-binge cycle, with similarly shaky results. Sustainable money habits, she says, come from 
consistency, not self-punishment.
              </span>
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              <br/>
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              <span style="font-size: 16px">
               Social spending makes restraint even harder.
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              <span style="font-size: 16px">
               The toughest cuts aren’t the random add-to-cart trinkets, either. They’re the social ones — dinners, plans, hobbies, the stuff that comes with a calendar invite and a fear of being the person who always “can’t this week.” Intuit found 77% say social spending is especially hard to trim back, even when money’s 
tight.
              </span>
             </div>
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              <br/>
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             <div>
              <span style="font-size: 16px">
               Dr. Preston Cherry, a certified financial planner and financial therapist, says that “there’s always somebody trying to separate us from our money.” These days, that somebody is also a sponsored post, a friend’s story, and an algorithm that knows exactly when your willpower tends to take a nap.
              </span>
             </div>
             <div>
              <br/>
             </div>
             <div>
              <span style="font-size: 16px">
               The fix is less about becoming a monk and more about getting specific: build room for fun on purpose, pause before buying 
the non-essentials, stop letting boredom and marketing share a joint checking account, and decide what you actually want your dollars to do.
              </span>
             </div>
             <div>
              <br/>
             </div>
             <div>
              <span style="font-size: 16px">
               Because impulse spending doesn’t just drain accounts. It rents relief at retail prices, then leaves you holding the bill.
              </span>
              <a data-linktext="Quartz’s Deborah Kearns has more on why impulse spending feels good — and costs more later." data-linktype="Normal" style="color:#168DD9;font-size:16px;text-decoration:none;" target="_blank">
               Quartz’s Deborah Kearns has more on why impulse spending feels good — and costs more later.
              </a>
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                   The 
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                   Semafor Technology
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                  unpacks the ideas, innovations, and power shifts redefining the global tech landscape. From AI and machine learning to the startups and policies shaping
the industry, each briefing delivers clarity and depth on the tech transforming our world
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                    Subscribe for 
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               GLP-WON
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               The weight-loss aisle has started looking like the stock market’s version of a dunk contest. One company shows up with hang-time, the other shows up with a taped ankle, and the judges pretend they’re being clinical about the 
whole shebang.
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              <span style="font-size: 16px">
               Novo Nordisk got the harsh scoring.
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              <br/>
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             <div>
              <span style="font-size: 16px">
               The Ozempic giant that built the modern weight-loss blockbuster walked into 2026 talking about a sales drop, which is the sort of forward-looking sentence that turns “category king” into “uh, tell me more” overnight. The market reacted the way it reacts to “diet” anything: It panicked, loudly, in public, sending shares down 17% this week.
              </span>
             </div>
             <div>
              <br/>
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             <div>
              <span style="font-size: 16px">
               Investors don’t mind a mature business; they mind a shrinking one, especially when the shrinkage shows up in the guidance, not the rumor mill.
              </span>
             </div>
             <div>
              <br/>
             </div>
             <div>
              <span style="font-size: 16px">
               Eli Lilly, meanwhile, sounded caffeinated. Fourth-quarter sales rose 43%, and the market treated that as permission to cheer — not because demand is surprising anymore, but because execution still is. In GLP-1 romance land, the get-to-know-you phase is over; now, everyone wants to 
date the operations team.
              </span>
             </div>
             <div>
              <br/>
             </div>
             <div>
              <span style="font-size: 16px">
               Lilly also posted an earnings per share jump of 51% and a net income climb of 50%, with volume doing the heavy lifting even as prices tick down. And the company still posts the kind of margin that makes CFOs feel smug: “Gross margin as a percent of revenue was 82.5%.”
              </span>
             </div>
             <div>
              <br/>
             </div>
             <div>
              <span style="font-size: 16px">
               Novo, though, does have a shiny new object, and it’s consequential: FDA approval for the first oral GLP-1 for obesity, the Wegovy 
pill. Early uptake is real, too, with about 50,000 prescriptions in the self-pay market.
              </span>
             </div>
             <div>
              <br/>
             </div>
             <div>
              <span style="font-size: 16px">
               That’s a win that should feel like momentum — and still, the stock is trading like the next act will be fought on price. Wall Street is staring past the shiny object and listening to the next-year tone.
              </span>
             </div>
             <div>
              <br/>
             </div>
             <div>
              <span style="font-size: 16px">
               In this rivalry, the market has stopped rewarding the company that opened the door and is rewarding the one that can keep the lights 
on when pricing pressure starts leaning on the frame. Lilly looks like it can scale without flinching, while Novo looks like it’s bracing for a haircut.
              </span>
             </div>
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             <div>
              <span style="font-size: 16px">
               Both of their weight-loss drugs shrink waistlines, but the guidance is what’s trimming reputations.
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              <a data-linktext="Quartz’s Catherine Baab has more on the slim margins for error in Big Pharma." data-linktype="Normal" style="color:#168DD9;font-size:16px;text-decoration:none;" target="_blank">
               Quartz’s Catherine Baab has more on the slim margins for error in Big Pharma.
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