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From Hustle Culture to Cozy Entrepreneurship: One Founder’s Journey to Success Without the Burnout
Deya Aliaga, a twenty-eight-year-old entrepreneur based in Berlin, knows a thing or two about the demands of building a business. As the founder of the “Digital Business Manager Bootcamp,” she’s no stranger to long hours and the pressure to scale. But Deya’s story isn’t your typical “rise and grind” narrative. Instead, it’s a refreshingly honest look at what happens when an entrepreneur decides to ditch the hustle and embrace a gentler, more sustainable approach to success.
Riding the Rocket: Early Success and the Pressure to Hustle
Deya’s entrepreneurial journey began in , when she launched her bootcamp. By the following year, she had achieved what many dream of: multi-six-figure revenue. It was an exhilarating ride, but it wasn’t without its downsides. Like many founders, Deya found herself bombarded with “hustle culture” messaging online. Everywhere she looked, entrepreneurs were boasting about seven-figure launches, eighty-hour workweeks, and the “no pain, no gain” mentality.
Burning Out at Mach Speed: The Toll of the Hustle
The constant barrage of “hustle porn” started to take its toll. Deya felt an unrelenting pressure to reach the coveted seven-figure mark, believing that anything less equated to failure. She piled on more work, launching new programs, investing in expensive coaches, and stretching herself thinner by the day. Weekends blurred into weekdays, and six-hour workdays morphed into twelve-hour slogs fueled by caffeine and the fear of falling behind.
The internal dialogue, however, became increasingly harsh. “I’m not doing enough,” she’d often think, comparing her journey to the carefully curated highlight reels of others online. The more she hustled, the more inadequate she felt. Unsurprisingly, this unsustainable pace led to burnout. Deya’s creativity plummeted, her energy waned, and worst of all, her business plateaued. The very thing she was working so hard to achieve – massive growth – seemed to be slipping further away.
Hitting the Brakes: Discovering the Power of “Cozy”
Exhausted and disillusioned, Deya knew something had to change. She stumbled upon the concept of “soft entrepreneurship” or “cozy entrepreneurship” – a business approach that prioritizes well-being, sustainability, and rejecting the “more is more” mentality. This resonated deeply with Deya, offering a glimmer of hope amidst the burnout.
The first step, she realized, was to address the negative self-talk. Deya made a conscious effort to treat herself with the same kindness and compassion she readily extended to others. She implemented a “no-shame policy” for her business, letting go of the need to compare her journey or results to anyone else’s.
Next came the boundaries. Deya established strict “no work” weekends, reclaiming her time for rest and rejuvenation. She limited her workday to a maximum of six hours, focusing on deep work and strategic planning instead of frantic, scattered effort. This newfound focus allowed her to prioritize activities that truly moved the needle in her business, rather than getting bogged down in busy work.
Rediscovering Joy: The Benefits of Choosing “Cozy”
The results were transformative. By prioritizing her well-being and setting boundaries, Deya experienced a resurgence of creativity and productivity. With more mental space, innovative ideas flowed effortlessly, and she found joy in her work once again. The fear of risk-taking dissipated, replaced by a sense of playful experimentation.
Most importantly, Deya’s confidence soared. She no longer sought external validation or measured her worth by her revenue. Trusting her intuition and her ability to succeed became second nature. The pressure to hustle melted away, replaced by a deep sense of fulfillment and alignment with her values.
The Ripple Effect: Inspiring a New Wave of Entrepreneurship
Deya’s story is a testament to the power of choosing a sustainable path in entrepreneurship. Her experience dismantles the myth that success requires sacrificing well-being, demonstrating that it’s possible to achieve remarkable results while living a fulfilling life.
By openly sharing her journey from hustle culture to “cozy” entrepreneurship, Deya is inspiring a new generation of founders to prioritize their well-being without compromising their ambitions. She’s proof that success, however you define it, is that much sweeter when you savor the journey along the way.