The Problem with the Term “Side-Hustle”
While this may be your “office” for now, you may not want this to be a permanent reality…
Image courtesy of unsplash.com.
Because we are so busy running businesses, we often don’t pay much attention to the words we use on a daily basis. This can have a negative impact on where our business is headed. Using the wrong words is especially problematic when it comes to advertising our businesses.
Small businesses typically don’t have the disposable cash to re-order a box of business cards, revise a website logo or re-do an online campaign. So, a poorly selected phrase or word could remain in use for months or even years. This could be dragging the business down the entire time.
While the term Side-Hustle isn’t often used by small business owners themselves, it is used regularly by others referring to them. Sometimes they use it themselves too, sometimes in their own marketing materials, too. As a matter of fact, it has been “trending” on social media. This is all problematic because of what the term implies.
What people are thinking when they say “Side-Hustle”
The first part of the term, “Side-“, essentially says that this is a side-endeavor, something that comes secondary to something else. For anyone trying to build confidence in a business – and what business owner isn’t? – suggesting that that business is a side-endeavor, immediately diminishes it.
So, it’s not as important to you as something else? How are customers and clients supposed to have confidence in an endeavor that is secondary? The work undermines the whole idea of building confidence and as such will undoubtedly have a negative impact on generating new clients and sales.
The second part of the term, “-Hustle” is not much better. It implies that there is something shady, or less honorable in the endeavor. Again, looking at it from the customer or client’s perspective, this implication does not bring confidence. Perhaps without even knowing it, they are already being dissuaded from your business.
Even if you are starting your business from your kitchen-table or garage – as Michael Dell famously did – you do not want to broadcast such negative overtones once the business is up and running. This is the kind of message that suggests that you will not be able to meet demand or growth.
The entire term is problematic. It has a negative overtone and will do more harm than good over the long term. Not only should small businesses avoid using the term, but they should especially not use it in print or online materials. Of course, this also means that business owners should do their best to convince others to do the same.
So why is it so popular?
Many people have mentioned to me that the term is “catchy” and “fun”. Some people even suggested that it is empowering because it is uniquely theirs. I could not disagree more. It is also one of the most searched terms on Pinterest.
Let’s consider these descriptors above. “Catchy” and “fun” are akin to saying that it is not serious. It suggests this is a hobby more than a business. That is absolutely the last thing you want your customers to think. As a side-note, it is also the last thing you want the IRS to label your business as, because then none of your expenses are tax-deductible anymore.
“Empowering” and “uniquely theirs” are descriptors that are almost insulting. It smacks of sexism, the kind of language that 1950’s men would use to describe a wife’s business endeavor. For all the male business owners who are reading this, I’m sorry, but that is what is being suggested here.
Which brings me to Side-Hustle being a top search term on Pinterest. Yes, it is but that demographic is also 77.1% female! The fact is on Pinterest, the term Side-Hustle refers primarily to female businesses. It is a sexist term used to belittle that business endeavor.
It is popular because there is no alternative term for what it is. For many people the business indeed starts on the side while they hold down a regular job – so it is fitting - for some it even starts as just a hobby. That is why it is so popular: because it suggests that anyone can do this – it is inviting.
However, it is also sexist and belittling. It may be where a business originates, but not where it should be headed or end up.
Why the term must change
If you are looking to grow your business, you need to shed the term as soon as possible. Contnuing to use it keeps the business at the coffee-shop / kitchen-table / garage level indefinitely. I would not be surprised if the widespread use Side-Hustle may actually be contributing to the high failure rate of small businesses everywhere.
The “office” of the typical side-hustler.
Image courtesy of Unsplash.com.
This is because there is a psychological aspect to the term, one that harks back the “empowering” idea. For many people, there is a fear of growing beyond the coffee-shop / kitchen-table / garage. Continuing to use Side-Hustle ensures that the business stays small and manageable.
Perhaps for some people this is comforting, and it is all that they aspire to. However, if you want the business to grow, then you need to shed the term as soon as possible. Think of it as a rite of passage or a graduation to the next level.
There are other terms to use as well, which do not have the same belittling stigma, even for those wishing to keep the business small. One such term is “Micro-business.” It has no gender-bias and represents about the smallest type of business there can be, a micro one.
Better yet, use the term “small business.” This can refer to a single owner-run business all the way up to a business with dozens of employees and millions in revenue. That way you are aiming high right from the start, even if you are still working from the coffee shop / kitchen-table / garage right now.
Psychology says that people want to be around others that are positive and have success. Your customers and your clients want to be associated with success as well, so you need to show them that you are on your way to the success that they wish to be associated with. Using the term Side-Hustle does the exact opposite.
Conclusion
The bottom line is that it is a business. Very few people start a business with the express intent on hobbling it from the start. Most business owners want to generate more income over time. If that is also your goal, then start calling it what it is: a business.
There are often unintended associations with words that can do great harm to intended goals. Side-Hustle is one such term. It probably started with good intentions, but what it stands for now, is not what you should be aspiring to. It will hold you back and ultimately may even impact your own personal psychology about who you are as well.
So embrace growth and success instead and leave the term Side-Hustle for those who aren’t serious about their business, their customers, or their financial independence. The term will likely remain in widespread use and will probably continue to “trend” online. If so, that is not where you want to be.
Consequently, being an independent business owner is still the best way to build wealth and become a millionaire in the US. Perhaps all it takes to start on that path is to shed a term like Side-Hustle.
