Soft Life, Hard Hustle – Creating a Business Culture That Prioritises Your Wellbeing
We are taught from a young age that success, for Black women, comes at a cost. We are expected to outwork, outperform, and overdeliver—to be strong at all times, resilient no matter what, and tireless in our pursuit of success. This expectation does not come from nowhere; it is deeply embedded in corporate masculinity and misogynoir, systems that reward overwork and self-sacrifice while offering little to no protection for our wellbeing. It is why, even as Black women become one of the fastest-growing groups of entrepreneurs, we are also among those most at risk of burnout, financial precarity, and chronic stress-related illnesses.
At Do it Now Now, we reject the idea that success must come at the expense of our health and happiness. We care deeply about the wellbeing of the Black women in our community because we have seen what happens when hustle culture takes hold and rest is seen as a luxury rather than a necessity. In "Being a Black Community-Focused Grantmaker in a Sector Crisis", Bayo Adelaja speaks about the dangers of overextending ourselves—how good intentions and ambition can quickly turn into exhaustion when we are not given the support we need. The same applies to entrepreneurship: a business that demands your suffering is not a business worth sustaining.
Rejecting the “Work Twice as Hard” Mentality
We have all heard it before: Black women have to work twice as hard to get half as much. This phrase is passed down like a badge of honour, but what if it is actually a trap? What if it keeps us locked in cycles of overwork and undercompensation? What if it prevents us from building businesses that are truly sustainable?
When corporate masculinity glorifies long hours, exhaustion, and constant competition, we must resist by creating a different kind of success. The “soft life” movement, which has gained traction among Black women globally, is not about laziness or avoidance—it is about choosing peace, balance, and ease where possible. It is about recognising that our value does not increase with our suffering. A successful business is not one that demands everything from you until there is nothing left to give.
At Do it Now Now, we believe in building businesses that work for us—not the other way around. That means setting boundaries around work, choosing clients and projects that align with our values, and understanding that rest is a form of resistance in a world that wants to see us overworked and undervalued.
Building a Business that Works for You
The hustle-first mentality tells us that every waking moment should be spent on our businesses. But what if we designed our businesses differently? What if we prioritised efficiency over exhaustion, and quality over constant output?
At Do it Now Now, we encourage Black women founders to build with longevity in mind. This means:
Creating a business model that doesn’t rely on you being available 24/7. If you cannot take a day off without everything falling apart, your business is not sustainable.
Delegating and outsourcing when possible. You do not have to do everything alone. Trusting others to support your vision is an investment in your long-term success.
Setting non-negotiable rest periods. Whether it is a strict no-emails-after-6PM rule or a commitment to taking regular breaks, setting boundaries around work is essential.
Success is not about how much you can endure—it is about how well you can sustain what you are building.
Prioritising Mental and Emotional Wellbeing
Burnout is not a badge of honour. Yet, for Black women in business, it is often worn as such—proof that we are dedicated, that we are serious, that we are strong enough to handle whatever comes our way. But at what cost? What happens when we reach a breaking point?
At Do it Now Now, we want our community to know that mental health is just as important as financial success. There is no point in building a thriving business if you are emotionally depleted in the process. That is why we encourage Black women entrepreneurs to seek support, prioritise self-care, and reject the notion that rest is unproductive. Whether that means accessing Black-women-led therapy services, taking time away from work without guilt, or simply allowing yourself moments of joy without feeling like you should be working instead, prioritising wellbeing is a necessity, not an afterthought.
The Future of Black Women Entrepreneurship is Balanced, Not Burnt Out
There is no success without sustainability. There is no impact without intentional rest. There is no thriving business without a thriving founder. At Do it Now Now, we are here to remind you that you are allowed to build your business at a pace that serves you. You are allowed to choose ease where possible. You are allowed to reject the idea that you must struggle to be worthy of success.
We are in this together, and we are here to support you in building a business that not only thrives but allows you to thrive with it. If you are looking for a community that values both success and wellbeing, you are always welcome at Do it Now Now. We see you, we care about you, and we are committed to helping you create a business that sustains both your dreams and your peace of mind.
Rest, grow, and thrive—we are with you every step of the way.
