There’s a conversation I keep having with clients who feel guilty about their approach to business.
They’re building something sustainable, protecting their energy, working with their natural rhythms — and wondering if they’re doing it wrong because it doesn’t look like the “hustle harder” crowd.
Let me settle this once and for all with a metaphor that makes everything clear.
Same Destination, Different Service Level
Think of business success like flying to your dream destination. Everyone’s trying to get to the same place — financial freedom, creative fulfilment, impact that matters. But there are two very different ways to make that journey.
Economy Class Business Building:
Cramped, uncomfortable, stressful journey
Limited resources, no space to breathe
Cheap upfront but costly long-term
You arrive exhausted, depleted, possibly resentful
This is the “grind 24/7, sleep when you’re dead” mentality
First Class Business Building:
Spacious, comfortable, sustainable journey
Proper resources, time to think and recharge
Costs more upfront but pays dividends
You arrive refreshed, energised, ready for what’s next
This is the “work with your natural rhythms, protect your energy” approach
Both get you to business success. The difference is what state you’re in when you arrive.
Why Economy Feels “Right” (But Isn’t)
The economy approach has brilliant marketing. It feels virtuous. Struggle equals worthiness, right? If it doesn’t feel like drowning, you’re not trying hard enough.
Here’s what the economy mindset looks like in practice:
Working every weekend because “entrepreneurs never stop”
Saying yes to every opportunity because “you never know”
Burning through your energy reserves because “that’s what commitment looks like”
Wearing exhaustion like a badge of honour
Judging anyone who sets boundaries as “not serious enough”
The problem isn’t just that this approach burns you out (though it absolutely does). The problem is that it makes you think anyone choosing a different path is somehow cheating.
The First Class “Problem”
When you choose the first class approach, you get judged. Hard.
Your sustainable systems look like you’re “not working hard enough.”
Your boundaries look like you’re “not committed enough.”
Your refusal to work weekends looks like you’re “not hungry enough.”
The hustle culture crowd sees your spacious approach and assumes you’re coasting. They mistake your strategic choices for laziness.
But here’s what they don’t see:
The energy you have left for creative thinking because you’re not always in survival mode
The quality of work you produce when you’re not running on fumes
The relationships you maintain because you haven’t sacrificed everything for business
The longevity of what you’re building because it’s actually sustainable
What First Class Actually Costs
Let’s be clear — first class isn’t free. It costs you upfront in ways that economy doesn’t:
Opportunity cost: You say no to things that could bring quick money but don’t align with your energy or values.
Investment cost: You spend money on systems, support, and structures that make your life easier rather than doing everything yourself.
Boundary cost: You disappoint people who expect you to be available 24/7.
Patience cost: You build more slowly and deliberately rather than throwing everything at the wall.
Judgment cost: You get side-eyes from the economy crowd who think you’re not “serious” about success.
But here’s what first class gets you that economy never will: you actually enjoy the journey. And you arrive ready to enjoy the destination too.
The Competitive Advantage They Don’t See
Whilst everyone else is burning out in economy, cramming themselves into unsustainable patterns, you’re building something that actually lasts.
Your well-rested brain comes up with better solutions. Your protected energy means you can be present for the opportunities that really matter. Your sustainable pace means you’re still going when they’ve burnt out and quit.
This isn’t about being soft or uncommitted. This is about being strategically smarter.
Same Success, Better Experience
The destination is the same. Financial freedom. Creative fulfilment. Impact that matters. Work that lights you up.
But the experience of getting there? Completely different.
Economy gets you there eventually — if you survive the journey.
First class gets you there sustainably, with energy left over for what comes next.
The choice isn’t really about the destination at all. It’s about what kind of person you want to be when you arrive.
Your Permission Slip
If you’ve been feeling guilty about your sustainable approach, consider this your permission slip to stop apologising.
Your need for balance isn’t holding you back — it’s your competitive advantage.
Your boundaries aren’t weakness — they’re strategy.
Your refusal to burn out isn’t laziness — it’s wisdom.
The world doesn’t need another burnt-out entrepreneur who made it to success but lost themselves in the process. The world needs people who can build something meaningful whilst staying whole.
Choose first class.
The destination is the same,
but the journey is entirely yours to design.
With courage and conviction,
