As ‘996’ culture spreads, New Mexico entrepreneurs take a measured approach

John Cousins often asks himself: “Is what you’re doing every minute the most productive thing you could be doing?”

Founder of MBA ASAP, an online business education community with students worldwide, Cousins said many people mistake busywork for productivity. This can contribute to burnout, he said, especially when focused on menial tasks rather than those that “move the needle.”

“Hustle culture,” “rise-and-grind,” and “grindset mindset” are common phrases encouraging employees to put work before anything else — and they have seen a resurgence in recent years.

The newest trend? The “996” mindset.

Originating in China’s tech industry, 996 culture entails employees working from 9 a.m. to 9 p.m. six days a week. While the country has made attempts to end the practice, like outlawing overtime hours as a result of it, the grind is making its way to America — in particular, Silicon Valley, where startups banking on the artificial intelligence boom are doing anything they can to get a leg up.

And while that intense workflow has risen in popularity thanks to social media apps like TikTok, where startup founders are showing the world a day in their chaotic lives, New Mexico hasn’t widely adopted the trend — at least not yet.

Despite the state’s push to become an innovation hub for deep tech — with a growing number of startups calling New Mexico home thanks to research coming out of its national labs and universities — the entrepreneurial landscape remains more measured than Silicon Valley’s, experts say.

“I’m not convinced that we want a 996,” said Drew Tulchin, president of the New Mexico Angels organization, whose members invest in local startups. “I care about an innovation mindset, a place where entrepreneurs can get the resources they want to be able to grow their ideas, and a place where the private sector can operate effectively — those are different from what a 996 provides.”

Vicki Apodaca has worked in startups for most of her career. With a near decade of experience, she’s adopted the mantra, “take a step back; take two steps forward.”

Apodaca, co-founder of NM Tech Talks, said she’s seen the trend trickle into California’s tech industries. Founding members stick closest to the 996 format — sometimes without even realizing it, she said.

As a leader, Apodaca doesn’t try to push that culture onto her employees. However, she does acknowledge that startups on a world stage need a competitive edge. Companies need to hustle and work hard, but not finding a balance could hinder performance in the long run.

Cousins, a self-proclaimed “solopreneur,” can also admit that he works close to a 996 schedule with MBA ASAP. While utilizing as many automated services as possible, he runs the company alone.

“If someone isn’t committed to working like that, then they’re just not going to succeed,” Cousins said. “Really, 95% of startups fail, so it takes a special kind of person. It’s an all-consuming kind of thing.”

Cousins said founders should try to avoid burning out. People believe they can do anything they set their minds to these days, which is a nice sentiment, he said. But that can also cause them to spiral with the feeling of always needing to do more.

Sandwiched between Albuquerque and Santa Fe, Cousins said he refocuses his energy on nature — be it sunrises, trees, storms or wild horses — when he feels overwhelmed.

New Mexico boasts a large number of startups, many in the deep-tech and biosciences fields. Tulchin estimates that just under 100 companies are currently raising private investment, and a report from his organization shows fivefold growth in venture funding since 2019.

Albuquerque-based Roadrunner Venture Studios launched to build deep-tech startups in New Mexico, providing both investment and expertise. The State Investment Council and America’s Frontier Fund back the studio, founded in 2022.

Adam Hammer, Roadrunner’s CEO and co-founder, said the studio scouts startups that show deep knowledge and motivation to solve generational issues across manufacturing, energy and computing.

Founders involved with Roadrunner are “in it to win it,” and Hammer said he often sees them practice 996 behaviors — though the studio always preaches balance.

Charles Rath, founder of data science group Resilient Solutions 21, or RS21, has never heard of the 996 workflow. Founded in 2015, the Albuquerque-based startup turned company uses AI to help companies with decision-making.

RS21 wants to build a people-oriented, sustainable business that will “last the test of time,” Rath said. But he believes his employees can achieve that only if they believe in the product, cultivate well-rounded lives, and actively care for their emotional and physical health.

“We are huge believers in the opposite, which is that we want high performers that will grind when it’s needed, but we want healthy people that are bringing their best selves to work,” Rath said.

When founding the company, Rath said he probably worked more hours than 996 requires. Back then, it was a new and exciting endeavor that he was “obsessed” with and enjoyed.

“I think that’s very common for companies that are getting off the ground; it’s freaking hard. You’re starting something from scratch, it requires a lot of time — but that model is unsustainable,” Rath said. “At some point, you’ve got to transition to a healthier model for yourself.”

In the years following the pandemic, Rath said he understood why some employers felt taken advantage of, with employees being reluctant to return to work. The contrary was true for RS21, which, he said, was “enlightened” by the experience.

“We realized that our employees, when given more freedom and more autonomy to structure their life in a way that makes sense for them, that they actually were more productive and happier,” Rath said.

Some of the reluctance to work loaded schedules may stem from New Mexico’s culture, Tulchin said.

New Mexico’s largest job sectors — government and tourism — shape a steadier work culture, Tulchin said, grounded in predictable shifts and 40-hour weeks. Entrepreneurial ventures, he added, carry a different kind of workload and risk that isn’t yet widespread here.

“This is really getting to a point where you feel the pressure, you need to be first, you need to be faster and you need to be the best at it. This is, in my opinion, what drives it,” said Anika Stein, CEO of artificial intelligence software company Caminno. “Does it make for better startups? I don’t think so. I don’t think that lifestyle is the most efficient way to build your company.”

Last week, Stein was traveling in San Francisco for work. In Silicon Valley, she said the competition between startups is intense. Once an idea gets out, nothing stops investors and companies from jumping in headfirst.

Apodaca said New Mexicans value a deep, “familial, relationship-based” culture, often delaying meetings for weeks so they can hold them in person. This is something she struggles with occasionally, as she feels connecting virtually is often more efficient.

But New Mexico has its own way of getting things done.

“I think it’s important to show New Mexico is unique in its own way, but there does need to be a balance. If you want to be a competitive startup, you (need) to take a macro look,” Apodaca said. “It’s honoring that uniqueness while also doing what you need to do as a business.”