For years, the narrative surrounding entrepreneurship has been about hustling and doing whatever it takes to reach your goals. However, some business owners are now pushing back on that idea, launching a new trend known as soft or cozy entrepreneurship.
Deya Aliaga is a freelancer, digital business manager, and YouTuber who has become one of the main proponents of cozy entrepreneurship. She explained her stance in a recent video, “Traditional hard entrepreneurship says, ‘Hustle hustle, more at all costs, more is always better, do more, be more, work more, you’re a machine.’ It destroyed my life, and that’s just not very fun. So last year I made the switch from hard entrepreneurship to soft entrepreneurship. And it changed my entire life.”
