Gary Vaynerchuk Advocates for Using 9 PM to Midnight for Side Hustles

In a recent LinkedIn post, entrepreneur and social media personality Gary Vaynerchuk addressed individuals feeling unfulfilled or unhappy with their traditional 9-to-5 jobs. Vaynerchuk proposed a strategy for leveraging the late evening hours to build alternative career paths and financial opportunities, emphasizing the power of social media content creation and side hustles.

Vaynerchuk began by posing a direct question to his audience:

How many of you are working a 9 to 5 that you hate? I would argue that 9pm to midnight are the most important three hours for those that are unhappy or unfulfilled.

The core of Vaynerchuk’s message revolves around the accessibility of modern tools for creating new income streams. He highlighted that the current digital landscape allows individuals to produce content after their primary workday, which can then be used to cultivate future job prospects or entrepreneurial ventures.

Leveraging the ‘Attention Economy’ After Hours

Gary Vaynerchuk’s argument centers on the concept of “day trading attention” – a term he uses to describe the strategic use of social media platforms to capture audience interest and convert it into opportunities. He believes that dedicating the hours between 9 PM and midnight is crucial for anyone seeking to change their professional circumstances.

He acknowledges the realities of post-work life, stating:

I understand that most of us have some sort of reality of providing the emotional and physical time after 5pm for our spouse, partner, girlfriend, boyfriend, husband, wife, son, daughter… so of course… take a few hours. But then use the 9pm to midnight window to actually do something to turn things around.

Vaynerchuk suggests that this dedicated time can be used for various pursuits, including launching a side hustle, starting a new business, or actively posting on platforms like Substack or LinkedIn. The key, according to Vaynerchuk, is proactive engagement rather than passive acceptance of an undesirable job situation.

Overcoming the ‘Too Tired’ Excuse

Recognizing a common barrier, Vaynerchuk directly addressed the feeling of exhaustion. He posited that for those who are deeply unhappy, the “too tired” excuse should be overcome. He also noted that sacrificing some sleep, suggesting a sleep window from midnight to 7 AM, is still a “solid night’s sleep” and a worthwhile trade-off for significant life changes.

He advocates for taking concrete steps to build a hedge against the vulnerability of a disliked job or to seek fulfillment outside of traditional employment. In his view, this proactive approach is the “key” to personal and professional transformation.

Instead of dwelling on the job you hate, why not start doing something from 9pm to midnight to hedge against the vulnerability of your 9 to 5? … or to offset if you’re not being fulfilled?

Vaynerchuk concluded his post by urging his followers to share their own strategies for using these late hours effectively, fostering a community of shared learning and motivation.