Meet the ‘cozy entrepreneurs’ who reject hustle culture

The growing trend of "cozy entrepreneurship" is gaining attention as a more sustainable alternative to the traditional "hustle culture" mindset. This approach is particularly appealing to entrepreneurs who have experienced burnout and anxiety associated with the relentless pursuit of growth and financial success.

Two notable examples of cozy entrepreneurs are Deya Aliaga and Lorraine Mazwi. Aliaga, a 31-year-old Berlin-based entrepreneur, left the corporate world after experiencing disillusionment and disillusionment with the corporate ladder. She started freelancing in her spare time and eventually transitioned to full-time work, developing a range of skills to manage projects, content systems, and teams. Her efforts to create a more balanced business led her to start her own YouTube channel and offer coaching services.

Mazwi, a 36-year-old healthcare professional with management experience, also found herself burned out after becoming a single mother. She decided to quit her job and focus on documenting her personal development journey on YouTube. As her audience grew, she began offering coaching services in personal branding and business systems.

Both Aliaga and Mazwi fell into the typical hustle culture trap at first, but they realized the need for a change when they experienced burnout and struggled to enjoy their work. Aliaga discovered the concept of "cozy gaming," which emphasizes slowing down, having fun, and creativity. This inspired her to develop her own interpretation of cozy entrepreneurship, which includes setting rules such as a zero shame policy, introducing boundaries and constraints, and optimizing her business for her desired feelings on a day-to-day basis.

Mazwi's approach to cozy entrepreneurship involves designing systems that allow her to work in seasons, doing thinking work during periods of high energy and focusing on administrative tasks during slower periods. She also divides her year into quarters, with the first and last quarters being the busiest and the second and third quarters being slower, allowing her to schedule content and marketing ahead of time and take annual leave.

Ute Stephans, a professor of entrepreneurship at King's College in London, refers to cozy entrepreneurship as "sustainable entrepreneurship." She explains that entrepreneurs start businesses for autonomy, but this autonomy can lead to burnout if not managed properly. Stephans emphasizes that those who thrive in entrepreneurship find a balance that allows them to maintain autonomy without sacrificing their mental health and overall well-being.