Grindset influencers and CEO cosplay – Is business bullshit harming the real economy?

Were you up at 4am, crushing laps on the Assault Bike, triple-dosing beef tallow coffee, journaling your goals, and grinding through a high-performance podcast? No? Then what’s wrong with you? Welcome to the grindset—the cult-like mindset glorifying relentless work, self-optimisation, and so-called success. Fuelled by figures like Stephen Bartlett, Gary Vee, and James Watt, it dominates LinkedIn, podcasts, and bro-business culture. But beneath the hype lies burnout, spiritual emptiness, and a whole lot of cosplay capitalism. Business professor Fiona McQuarrie joins The Bunker to ask: Where did this macho myth come from—and does it really get anyone anywhere?

• Listen to Bright Future In Sales by Fiona and Andrew’s favourites, Fountains Of Wayne.

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Written and presented by Andrew Harrison. Audio production by Robin Leeburn. Music by Kenny Dickinson. Managing Editor Jacob Jarvis. Group Editor Andrew Harrison. THE BUNKER is a Podmasters Production

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