If you’re in Aimless Hustle, it can be hard to recognize.

But as a coach, it’s pretty easy to spot. 

Typically, it begins with a phone call from a trusted advisor, or more often, the next generation who is ready to take the reins from mom or dad.

“They just won’t let go.” or “He goes to Florida all winter long and we get things running great, then he comes back and overrides everything we put in place just as it was starting to work.”

From the Founder’s side, it often sounds like “I’m going to die at my desk.” Aimless Hustle happens when you’re working hard—really hard—but without a clear sense of where it’s all leading. You’re moving fast, and you’re making things happen, because all of that activity distracts you from facing life’s most difficult question – who am I?

As we reach mid-life, that question just keeps getting louder. And the next big deal, the next great hire, starts feeling less and less like victory.

I’ve seen founders pour years into the hustle—believing that if they just keep going, the path will eventually become clear. But clarity doesn’t come from doing more. It comes from stepping back, taking stock, and realigning your energy with what truly matters to you—beyond the business.

If you’re in Aimless Hustle right now, it’s okay. It’s not a failure—it’s a signal. A sign that it’s time to slow down, reconnect with your bigger picture, and start moving forward with intention.

You don’t have to stay stuck in the hustle. There’s a way forward—and we’re here to help you find it.