The Hustle Culture Mindset: What You're Doing Will Never Be Enough

Note: This article was originally published on "The Anti Hustle Project".

When I first joined Instagram, I came across some ads about growing my social media following and building my list, directing me to "get 10,000 followers now!" The ads usually featured women with a trendy yet relatable vibe, and I’ll admit it – I clicked. Getting 10,000 followers was appealing on some level, and if other women in the helping field were doing it, maybe I could too. I even signed up for a free webinar on growing my list. As a result of that one click, IG started showing me more of those types of ads, some of which I’d pause upon, until before long those were all the ads I saw. And the result? It absolutely made me feel not enough. I felt more anxious and caught up in getting likes than I ever had.

After that initial click, I probably had 2-3 solid weeks of staying up late, sitting on my phone, liking and following account after account on IG. It’s not that I was spending more than an hour or so in a day. But when you run a business and have a rambunctious 3-year old, there aren’t many hours in a day to work with. When all of my “Nicole time” was taken up with trying to get more followers, it really did have an impact. I was ignoring my body (it wanted to move!) my heart (it wanted to connect) and my mind (it wanted to read). And each night I’d slide into bed a little more tired and a little more hopeless about the mountain in front of me.

The worst part was how anxious and unsatisfied I felt. This really threw me because I’ve done a lot of work on self-worth. I make a point of not exposing myself to advertisement and staying out of the comparison trap. I’ve moved away from spaces and people who make me feel insecure and moved toward those that embrace me in all of my humanness. It’s sometimes strange to say it out loud, but I really like who I am and the work that I’m doing. I absolutely still make mistakes and know I have a lot to learn, but at the core I’m pretty solid.

Of course, it was no real surprise that when I was constantly exposed to this messaging, it got harder to scroll on by. I got caught up. But it was so not like me to feel this way that I had to take a second look and really think about what I was doing.

I know for some industries, having a strong platform and following might be important. I was definitely feeling the pressure of getting thousands of followers, but did I need thousands of followers? Honestly, for me at that point, no. I have a full practice and a strong local community. So why was I feeling like what I was doing wasn’t enough? I blame hustle culture.

Hustle culture goes beyond simply reaching your target audience. It pushes us to always be doing more, striving for higher numbers, and never feel satisfied with where things are. It had me tying my self worth into the number of likes I got and that’s a losing game.

Hustle culture seems to operate out of a scarcity model. In other words, there’s this sense that there’s not enough to go around, and so if you’re going to be successful, you need to “hustle hard” to get it. This, from my perspective, encourages three problematic things:

1.   feeling like nothing you do is enough;
2.   acting overconfident; and
3.   using pressure sales

Feeling Like Nothing You Do is Enough

I’ve already talked about not feeling like I could do enough. It was a totally unsatisfying way of being. I was completely disconnected from gratitude, and I wasn’t doing the things that would actually nourish me on a deeper level. I had to give up the anticipation of one more follower and invest in the things that actually made me feel good, in a real way.

Acting Overconfident

As for acting overconfident, I see this a lot in my field. New therapists can be all too eager to prove their worth and build their practices. They end up volunteering for complex cases and a broad range of issues that may not truthfully be in their scope. The more I work in this field, the more I realize the importance of knowing our own limitations. I may want to help and be keen to learn, but that’s not the same as having the relevant training and years of experience that more complex cases truly require. It’s not the same as having the time and energy to give to each person. I now know that I’m not always the best option for each client, and that’s part of recognizing my scope as a Psychologist. I don’t say this to be humble – I say it because I’ve learned.

Using Pressure Sales

As a helping professional in a position of power, it’s important to me not to use pressure sales or convince people that they need to work with me. I’m one option, but I’m not the only one, and I believe part of truly informed consent needs to involve being clear about what we’re offering and the limitations of it, rather than trying to overhype ourselves or act as if there aren’t similar services out there. I believe in being really cautious about the influence I’m having on people and being very mindful about my use of power. I'm here to provide a safe, confidential place for the people who want to work with me. I’m not here to tell people what the right path for them is.

The more I thought about it, the further away from hustle culture I wanted to get. I have some clients who are entrepreneurs and I’d never tell them to hustle hard. And as clients accessing my services, I’d certainly never want them to feel hustled. So why are we uplifting hustle culture as if it’s something to strive for?

I found an alternative that worked for me. I started with embracing slow growth and being satisfied with “good enough”. I also had to situate myself back in the abundance model – the belief that there are enough clients to go around for everyone. The abundance model helps remind us that we don't need to trample over our own boundaries or convince others that they need our services. Rather than hustling to compete and prove our worth, we can work to collaborate, build community, and do good work that speaks for itself.

I also had to surround myself with more people who feel the way I do to help remind myself of this. I surrounded myself with others who believe in a feminist approach to marketing, which I think is much more relational and community-minded. Natalia Amari reminded me of this and I owe her a debt for that.

Oh and did I gain 10,000 followers in this process of figuring all this out? No, I didn’t. But I’m less caught up in feeling like that has to happen now or I’m a total failure. I’ve re-embraced slow growth and I’ve started to feel more grounded in the work I’m putting out there as a therapist and writer. That feels like something to be proud of.