Author: Erin Griffith Source: New York Times
Never once at the start of my workweek — not in my morning coffee shop line; not in my crowded subway commute; not as I begin my bottomless inbox slog — have I paused, looked to the heavens and whispered: #ThankGodIt’sMonday.
Apparently, that makes me a traitor to my generation. I learned this during a series of recent visits to WeWork locations in New York, where the throw pillows implore busy tenants to “Do what you love.” Neon signs demand they “Hustle harder,” and murals spread the gospel of T.G.I.M. Even the cucumbers in WeWork’s water coolers have an agenda. “Don’t stop when you’re tired,” someone recently carved into the floating vegetables’ flesh. “Stop when you are done.” Kool-Aid drinking metaphors are rarely this literal.
Welcome to hustle culture. It is obsessed with striving, relentlessly positive, devoid of humor, and — once you notice it — impossible to escape. “Rise and Grind” is both the theme of a Nike ad campaign and the title of a book by a “Shark Tank” shark. New media upstarts like the Hustle, which produces a popular business newsletter and conference series, and One37pm, a content company created by the patron saint of hustling, Gary Vaynerchuk, glorify ambition not as a means to an end, but as a lifestyle.
“The current state of entrepreneurship is bigger than career,” reads the One37pm “About Us” page. “It’s ambition, grit and hustle. It’s a live performance that lights up your creativity … a sweat session that sends your endorphins coursing … a visionary who expands your way of thinking.” From this point of view, not only does one never stop hustling — one never exits a kind of work rapture, in which the chief purpose of exercising or attending a concert is to get inspiration that leads back to the desk.
Ryan Harwood, the chief executive of One37pm’s parent company, told me that the site’s content is aimed at a younger generation of people who are seeking permission to follow their dreams. “They want to know how to own their moment, at any given moment,” he said.
“Owning one’s moment” is a clever way to rebrand “surviving the rat race.” In the new work culture, enduring or even merely liking one’s job is not enough. Workers should love what they do, and then promote that love on social media, thus fusing their identities to that of their employers. Why else would LinkedIn build its own version of Snapchat Stories?
This is toil glamour, and it is going mainstream. Most visibly, WeWork — which investors recently valued at $47 billion — is on its way to becoming the Starbucks of office culture. It has exported its brand of performative workaholism to 27 countries, with 400,000 tenants, including workers from 30 percent of the Global Fortune 500.
In January, WeWork’s founder, Adam Neumann, announced that his start-up was rebranding itself as the We Company, to reflect an expansion into residential real estate and education. Describing the shift, Fast Company wrote: “Rather than just renting desks, the company aims to encompass all aspects of people’s lives, in both physical and digital worlds.” The ideal client, one imagines, is someone so enamored of the WeWork office aesthetic — whip-cracking cucumbers and all — that she sleeps in a WeLive apartment, works out at a Rise by We gym, and sends her children to a WeGrow school.
From this vantage, “Office Space,” the Gen-X slacker paean that came out 20 years ago next month, feels like science fiction from a distant realm. It’s almost impossible to imagine a start-up worker bee of today confessing, as protagonist Peter Gibbons does, “It’s not that I’m lazy. It’s that I just don’t care.” Workplace indifference just doesn’t have a socially acceptable hashtag.
It’s not difficult to view hustle culture as a swindle. After all, convincing a generation of workers to beaver away is convenient for those at the top.
“The vast majority of people beating the drums of hustle-mania are not the people doing the actual work. They’re the managers, financiers and owners,” said David Heinemeier Hansson, the co-founder of Basecamp, a software company. We spoke in October, as he was promoting his new book, “It Doesn’t Have to Be Crazy at Work,” about creating healthy company cultures.
Mr. Heinemeier Hansson said that despite data showing long hours improve neither productivity nor creativity, myths about overwork persist because they justify the extreme wealth created for a small group of elite techies. “It’s grim and exploitative,” he said.