“My generation want the lifestyle, but not the hard work”

“Work like others won’t so that you can live like others can’t,” is a quote that has been ingrained in my brain ever since I left school at 16.

With the grades to study almost any subject at university, I decided to take the non-traditional path of starting my first business. I headed out into the big wide world, and I’ll admit I was slightly naive about what hard work truly meant.

Fast forward to me at 26. I’ve achieved a lot. I have built two seven-figure businesses from scratch, travelled the world speaking, won 13 awards, dined with the Prime Minister, spoke on the TEDx stage, launched a charity, and become a two-times best-selling author.

It looks sexy from the outside, and my life is very ‘Instagrammable’. But none of this happened by accident. I’m often asked about the secret to success, and while there’s no singular formula, one element has remained constant: the grit and dedication required in the early stages.

That’s why I find myself fascinated — and concerned — by a trend I’ve noticed among my fellow Gen Zs. Called the ‘anti-ambition generation’ by some, it seems they want the lifestyle, but shy away from the graft it takes to make it happen.

The hustle

At 16, I launched ThePropertyStagers. We now furnish and style more than 400+ properties for sale per year in the UK. It started with me personally furnishing one property at a time.

Within two years, I scaled the company to seven-figures in revenue. Was it luck? Was it the right place at the right time? No. It was my sheer hustle and determination to force it to work.

In those early years, I would routinely put in 17-hour days, seven days a week, sacrificing social events, weekends, and downtime because I knew what I wanted to achieve. I wasn’t interested in instant gratification; I was focused on building a foundation for long-term success.

Was it exhausting? Absolutely. But it was also necessary. Building something from the ground up — especially at a young age in a male-dominated industry — demanded resilience and relentless effort. I wasn’t just clocking in hours; I was learning, experimenting, and figuring out how to carve a space for myself in an industry that was still in its infancy.

This hustle mentality wasn’t a phase. It was the foundation for everything that came later: the international recognition, the accolades, and the freedom to live life on my terms.

The entrepreneur lifestyle: real versus reel

I mentor founders through my company StagerBoss, and also work with many young people through my charity. I’ve noticed a theme among the next generation of entrepreneurs. Many Gen Zs are inspired by the end result, but reluctant to embrace the process it takes to get there.

They admire the idea of being their own boss, travelling the world, and building wealth. But when it comes to the long hours, the trial and error, and the personal sacrifices, they balk. They hate work but want the promotion, chasing quick wins or results without the effort.

In my coaching business, I’ve seen this mindset firsthand. Some individuals have incredible potential, yet lack the grit to push through the tough parts. It’s as if the idea of success has become more appealing than the journey to achieving it.

I believe this disconnect is partly fuelled by social media, which glamourises success without showing the unfiltered truth: the late nights, the failures and the moments of doubt.

I’m guilty of feeding this lie. Through my own highlight reel, I often portray a version of entrepreneurship that’s far removed from reality. I’m also guilty of seeing this in others and feeling jealousy, even though I know what it takes.

What it takes to make it in 2025

Here’s the truth: there are no shortcuts. Whether you’re a Gen Z or a seasoned entrepreneur, the path to success requires a willingness to outwork and outlearn everyone else.

For me, the shift from hustling to leading was only possible because I put in those early years of relentless effort. If you’re not willing to do that, you’ll struggle to build something sustainable.

The entrepreneur lifestyle that so many people aspire to — and the freedom, flexibility, financial independence it brings — isn’t out of reach. But achieving it is about showing up, putting in the work, and earning every milestone.

By Liv Conlon, serial entrepreneur

Liv Conlon, 26, runs two seven-figure businesses: multi-award-winning ThePropertyStagers; and StagerBoss, a coaching business for women. Also a bestselling author and personal brand strategist, Liv was crowned UK Young Entrepreneur Of The Year after leaving school at 16 to start her own business.

Learn more about Liv Conlon