They sold burnout. Now they’re selling the cure.
I’ve been watching the coaching industry pivot in real time.
All the big “hustle era” messaging is getting a makeover: slow business / sustainable sales / nervous system / ease / simplicity.
And look - I’m glad hustle culture is being challenged, obviously.
But I’m also… angry.
Because for YEARS, the customer base (especially women) has been saying:
- “This pace is killing me.”
- “I can’t keep up.”
- “I’m doing everything they said and still not getting the results.”
- “I feel like I’m failing, but I’m exhausted.”
And what did the industry do?
It didn’t slow down. It sold harder.
More content.
More urgency.
More launches.
More “if you’re tired, you need a better mindset.”
Meanwhile, people kept getting wrapped up in it - not because they’re stupid - but because the marketing was built to hook your nervous system and make you feel like relief is always one more strategy away.
Here’s what’s happening now:
Those same “big name” models aren’t holding up long-term. The internet has changed. Buyers have changed. The economy has changed. And the old frameworks only really work at scale… or at the cost of someone’s health.
So now the big names are resetting their businesses.
And soon? A lot of them will start selling “the solution”…to the burnout machine they helped build.
Some will own it. And I respect the hell out of that.“ I was wrong. I caused harm. I’m sorry.” That’s leadership.
But most won’t. They’ll just rebrand and keep cashing cheques.
And the cherry on top:
The niche is about to flood with people singing from the same hymn sheet those of us have been singing from day one…and we’ll be labelled the “copycats.”
When actually? We’ve been the ones cleaning up the mess.
Your turn:
- What hustle-culture rule messed you up the most?
- What are you refusing to do in your business now - no matter what?
(If you’re in your burnout recovery era: you’re not broken. The system was.)
1
0 comments
They sold burnout. Now they’re selling the cure.
powered by
skool.com/business-basics-for-success-1318
Change your life by doing less ~ join the community + grab the training, ALL FREE. We’re burning down the £10k cult NO gatekeeping of knowledge 💋
Suggested communities
Powered by