Deya Aliaga, Berlin-based entrepreneur, has introduced a groundbreaking ‘cozy entrepreneurship’ model focused on maintaining work-life balance and boosting mental well-being in the business world. The typical narrative of constant hustle often leads to burnout, which can stifle creativity, according to Aliaga. She advocates for replacing this approach with one that allows for regular breaks, self-reflection, and personal care routines in the workplace.
Aliaga started her entrepreneurial journey as a freelance digital business manager and, at the age of 28, launched ‘Digital Business Manager Bootcamp’ in April 2020. The bootcamp was designed to assist bloggers, content creators, and entrepreneurs in expanding their digital businesses. Despite facing considerable stress and self-doubt, Aliaga remained dedicated to her brand, recognizing the importance of prioritizing her mental health and seeking professional assistance.
However, as her business grew, so did internal conflicts. The culture of productivity heightened stress, exacerbated mental health issues, and diminished employee satisfaction. The darker consequences became apparent as employees were pushed to their limits.
Promoting Balanced Dynamics in Entrepreneurship
Even efforts to restore balance, like team-building activities, failed to eliminate the discord.
Acknowledging the seriousness of the problem, the management team decided to review the work culture to establish a healthier work-life equilibrium. They concluded that the well-being of their employees was more important than just commercial success. They aimed to foster a work environment that was supportive and compassionate, where everyone felt valued and had the freedom to express their concerns.
Aliaga recognized the pitfalls of the relentless pursuit of growth. In response, she chose to transform her entrepreneurial approach. Aliaga became a ‘cozy entrepreneur’, blending work and personal life harmoniously without compromising her business goals. Aliaga’s success serves as a valuable lesson that success is not solely measured by business accomplishments.
Currently, she advocates for ‘cozy entrepreneurship’, implementing strict work hours, setting attainable goals, and prioritizing self-care. Aliaga’s perspective, though simple, has the potential to revolutionize traditional business practices to foster a healthier work-life balance. Her ‘no shame’ approach challenges conventional entrepreneurial norms, asserting that mental well-being does not have to be sacrificed for the success of thriving businesses.
