If you’re one of the 8.1 million people who follow Gary Vaynerchuk on Instagram, or have watched an episode of “The Profit” on CNBC recently, you’ve probably heard the importance of “hustle.” It’s the all-consuming, work-hard-play-hard, grind-it-out mentality that pervades entrepreneurship today. And I get it—the promise that if you work hard enough, success is inevitable—is appealing.
Yes, successful entrepreneurship often requires working hard, pushing your limits, and testing your skills, the same as any other job. But over-emphasizing hustle can be a hazard, especially to newer entrepreneurs just learning the rhythms of revenue. The doctrine of hustle is dangerously incomplete.
So, what’s wrong with hustle?
It’s Unsustainable
Anyone can put in a late night or wake up extra early once in a while, but a constant grind inevitably wears you down. Successful entrepreneurship is a marathon, not a sprint. If your business is built on willpower and guts, first you’ll run out of energy; then you’ll run out of money.
Instead, refocus your hustle on sticking to a strategy. Savvy entrepreneurs create a plan and pursue it relentlessly, despite the uncertainty of success. Your blueprint could be as broad as spending your Saturdays tinkering with a new idea, or as specific as this exhaustive $1000 in 90 Days FBA challenge. Whatever your goal, the point is to set a target a little beyond your comfort zone, and then push yourself to achieve it with consistency.
It’s Unfriendly
Listen up: your customers don’t care how hard you hustle. There’s a fine line between hustling and making your clients feel hustled. The problem is that hustle is self-focused, but shoppers expect the focus to be on them. Innovative, customer-centric companies turn outward to generate fandom, inspire referrals, and boost retention (here’s a handy guide from Hubspot).
Instead, refocus your hustle on making every customer feel valued. If you’ve ever lost track of time when calling a good friend, that’s how your customers should feel after every interaction—virtual or in-person—with your business. Invest your limited resources into showing appreciation for every customer, every time. Your customers should feel like family, not targets.
It’s Unproductive
Hustle often hides deeper business problems. Many common startup issues—like poor ads, inefficient processes, or slim profits—can be overcome by hustling harder. But that approach only masks the problem, while the root causes continue.
Instead, refocus your hustle on solving problems instead of hiding them. Rather than avoiding difficult decisions or complicated problems by working more hours, commit to directly addressing issues at their root. Making these incremental improvements may not feel like progress, but are critical for sustaining long-term growth.
Too often, we use hustle as a convenient excuse to avoid the enduring commitment, blunt customer feedback, and difficult decisions all new businesses require. But by refocusing your hustle on sustainable strategies, customer loyalty, and creative problem-solving, your company will stand ready to rocket to profit. Just don’t tell Gary Vee.
Adapted from the upcoming book, The Entrepreneur in You →