'Fake it till you make it' If you exaggerate a little bit, that’s not fraud; that’s hustle.

In the age of social media-driven success, the “hustle harder” mantra dominates. From motivational quotes splashed across Instagram to countless startup founders claiming 18-hour workdays and continued success, the hustle culture urges us to work tirelessly, glorifying overachievement at any cost. LinkedIn demands it. People expect it.

The narrative dovetails neatly with the much-celebrated Forbes 30 Under 30 list—a roll call of young entrepreneurs, innovators, and leaders who seem to embody the rewards of unrelenting drive. Bright, young innovators destined to change the world. But recently, some have traded their boardrooms for courtrooms, and just this week, it happened again.

Forbes recently created a “Hall of Shame” to spotlight those who fell from grace, including Elizabeth Holmes (Theranos), Sam Bankman-Fried (FTX), and Martin Shkreli (Turing Pharmaceuticals). Charlie Javice (Frank) and then, in the last 10 days, Joanna Smith-Griffin (AllHere) - accused of a $10 million fraud involving falsified revenue and investor deception.

“The Forbes 30 Under 30 have collectively raised $5.3B in funding,” the tech entrepreneur?Chris Bakke tweeted back in 2023. “The Forbes 30 Under 30 have also been arrested for frauds and scams worth over $18.5B. Incredible track record.”

Excellent news for Unthink is that two of the three founders are over 40.

Janne remains closest at 38.

Of course, the Forbes list is lit up by extreme examples. While these names stand out, they are not alone. Each year, stories of entrepreneurs using tactics to stay ahead seem to multiply. This mindset is exemplified on a micro-scale daily in our world, especially on LinkedIn.

Top of the pops BS. Things we have noticed of late.

At number 1:

“The size of our team and the experts in our team. This is our USP “

What, wait?

How can a team of associates plastered across five other company websites be your team?

Please do not use this as the point of difference.

Number 2:

The staged photos of self.

Same outfit, same place, different pose….. ‘different client’. Fooling no-one.

Number 3:

Wonderfully rounded figures of ROI. 95% said this……100% said…… sample size 2

Number 5:

Using "We" and "Our… you are a one-person band. So, let’s not pretend.

Number 5:

Anonymous client references: Yes, we get anonymity and NDAs, but we also love the sheer volume of client testimonials that seem anonymous.

But this pursuit of quick wins and high-profile accolades fosters an environment where cutting corners can seem like just another step in the hustle. For some, the drive to innovate becomes inseparable from a willingness to manipulate or deceive. It’s a pressure cooker of competition, with young entrepreneurs vying to prove their worth before their peers—a race that sometimes leaves integrity and ethics by the wayside.

Why Does This Keep Happening?

1. Pressure to Perform: The prestige of success creates immense pressure to maintain one's image of success.

2.?The Cult of Personality: Many entrepreneurs are judged as much on their charisma and ability to “sell a vision” as their tangible results—this prioritisation of hype. We hunt the likes and dopamine hits.

3. Lack of Oversight: Startups often operate with minimal regulation or oversight compared to established industries.

Hustle culture, with its relentless push for more, risks creating a generation of entrepreneurs who prioritise winning at all costs. If we want to build a future that values sustainability and integrity in growth innovation, we must Unthink how we celebrate success.