I used to think I was great at hustling. Not the kind you put on a cute coffee mug — the “rise and grind” type that gets romanticized on Instagram. I’m talking about the gritty, work-yourself-into-the-ground-because-success-demands-it hustle. The kind where your day is a blur of checking emails before you get out of bed, juggling client calls, updating your website, creating content, sending invoices, and telling yourself you’ll take a lunch break… right after “just one more thing.” Spoiler: lunch never came.
It felt like I was doing everything right. I was busy. I was putting in the hours. I was “showing up.” And yet… I wasn’t actually getting where I wanted to go. Because here’s the truth I didn’t want to admit: I wasn’t practicing intentional hustle. I was trapped in an exhausting hustle — and it was slowly draining me and my business.
What exactly is intentional hustle?
The word “hustle” gets a bad rap these days. And honestly? Rightfully so. We’ve seen what happens when hustle culture goes unchecked — the burnout, the 24/7 grind, the belief that worth is measured by productivity. But hustle in itself isn’t the problem. The problem is when hustle becomes disconnected from purpose.
Intentional hustle is focused, purposeful work that moves you toward your own vision of success — not someone else’s. It’s working hard when it matters, without wasting energy on busy work or comparison-driven goals. Exhausting hustle, on the other hand, is like running on a treadmill that never stops. You’re moving, sweating, and exhausted, but you’re not actually getting anywhere you want to be.
How I learned the difference the hard way
A few years ago, I was in full-on “go mode.” Every day felt like a sprint. I was chasing deadlines, trends, and client requests with no breathing room in between. I told myself it was temporary — just until I reached that next milestone. But the milestones kept moving. The finish line never came.
And one day, I had to stop and ask myself: “If this is success, why does it feel so heavy?”
That question cracked the hustle façade wide open. I realized I wasn’t actually building the kind of business I wanted. I was just trying to keep up with the pace the online world told me I should be going. So I made a change.
The shift from exhausting hustle to intentional hustle
I didn’t go cold turkey on working hard. I just started working hard with direction. Here’s what that looked like in practice:
1. Asking better questions
Before I said yes to anything — a project, a collaboration, even a social media post — I asked: “Is this moving me toward what I actually want… or just keeping me busy?”
2. Making “less” the goal
Instead of packing my days with every possible task, I started focusing on fewer, more impactful actions. My schedule got lighter, but my results got stronger.
3. Checking the energy exchange
If something drained me more than it inspired me, I either adjusted it or removed it altogether. Intentional hustle is about sustainability — it can stretch you, but it shouldn’t deplete you.
4. Prioritizing aligned growth over fast growth
I stopped chasing quick wins and started playing the long game. Every decision had to serve my long-term vision, even if it didn’t deliver instant results.
Why intentional hustle works (and exhausting hustle doesn’t)
Exhausting hustle is built on urgency and comparison. It tells you there’s never enough time, that you need to keep up, that you’ll fall behind if you slow down.
Intentional hustle flips that narrative. It’s about:
- Clarity — knowing what actually matters for your business.
- Focus — putting energy into work that has a real return.
- Alignment — building a business that fits you, not just the market trend.
- Longevity — creating sustainable momentum instead of short-term sprints.
With intentional hustle, you get to enjoy your work again. You have space for creativity, time to think strategically, and energy left for your life outside of business.
Questions to help you check your hustle
If you’re wondering which hustle you’re in right now, try asking:
- Does this work move me closer to my long-term vision?
- Am I working from inspiration or from fear of falling behind?
- Will this task still matter a year from now?
- Am I energized by my work, or am I counting the hours until it’s over?
A small shift you can try this week
Before adding anything new to your plate, pause and ask: “Is this in service to my long-term vision, or just in service to my to-do list?” Say yes to the first answer more often — and watch how much lighter (and more effective) your work becomes.
Final Thoughts
Intentional hustle doesn’t mean you never work hard. It means you work hard on purpose. You work in a way that fuels your vision, protects your energy, and keeps your business growing without burning you out.
That’s the kind of hustle worth keeping.
If this resonated with you, stick around for the next post in the Creative, On Purpose series — we’ll be breaking down the myths about scaling and why you don’t have to follow the “bigger is better” formula to succeed.
More Resources
- What slow business growth actually looks like
- Benefits of growing your business slowly
- Growing your brand behind the scenes—why growth doesn’t always have to be visible
- Why you don’t want a viral brand
- Brand Strategy Blueprint
- Brand services
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