Side hustles are not about ‘hustling’
The landscape of work is shifting, with projects on the side becoming increasingly prevalent, particularly in the US and gradually in the UK, as well as Europe and elsewhere.
Often referred to as side hustles, they are not about ‘hustling’ or hustle culture in my opinion. It is about enriching your work mashing it up with your interests. Not least because the creator, or experience, economy has shifted how we interact with others and brands alike.
Of course, at a more senior level, this might mean executives and founders are engaging in ventures outside their core roles. Which often involve angel investing, advisory positions, or involvement in other businesses. Yet this trend does raise some questions about its benefits and impact on professional life.
Traditional views often discouraged external activities, yet the modern perspective is evolving. The challenge lies in understanding how these side hustles can be effectively managed and leveraged to enhance, rather than detract from, primary professional responsibilities.
Furthermore, when business leaders and those working with them understand how these activities inform and influence the core job, it becomes a powerful force for happy colleagues, and business growth.
Young professionals also express concerns about the future, sometimes feeling overwhelmed or nihilistic, making creative engagement and motivation crucial. So allowing for side hustles or projects to enter work life, be it yoga or attending a startup conference.
Side hustles, especially those involving engagement with startups and investments, offer valuable insights and knowledge. By participating in these activities, individuals gain exposure to diverse businesses, technologies, and market trends. This broadened perspective directly informs their primary roles. For example, observing successful equity crowdfunding campaigns or innovative product launches provides valuable lessons applicable to business growth strategies. Furthermore, these activities expand professional networks, connecting individuals with like-minded people across various industries. This networking can lead to unexpected opportunities, collaborations and spark creativity.
Allow for side hustles
The future of work is intertwined with emerging trends like AI and machine learning, which will automate mundane tasks and free up time for more strategic initiatives.
The rise of side hustles also reflects a broader cultural shift towards greater work-life balance and creative exploration. Organisations should embrace this shift by encouraging employees to pursue passions outside of work, recognising that these experiences can enrich their contributions to the company. This is particularly crucial for engaging younger generations who value purpose and creative fulfilment.
By fostering a culture that supports external exploration and knowledge sharing, businesses can tap into a wealth of diverse perspectives and drive innovation (internally!).
Conclusion from a product marketer
Working in Product marketing, which at its core, serves as the connector between various business functions and the customer, makes it a critical role in navigating this evolving landscape of work where more creative connections need forging.
Ultimately, creative problem-solving will be the cornerstone of successful marketing (and other jobs!), and side hustles provide a platform for honing this essential skill.
This is a very brief summary of the second episode I had the pleasure of recording with the Unicorny marketing show in 2024.
The Product Marketing Alliance’s resources, including their “What is Product Marketing?” article, serve as a valuable starting point for those interested in entering or advancing in the field.
