Work is the new war

It started in one of those intense, unplanned conversations with other strategists at FourthCanvas. We were debating work-life balance—how everyone talks about it, yet the most inspired people still work through weekends and nights.

At first glance, it seems like overwork is always driven by demanding bosses. But often, people choose it. Why? Why do some of us voluntarily go beyond 9–5? What makes work so compelling that we don’t want to shut it off?

Then it hit us: in the past, people found deep pride in fighting for their countries or tribes. Now, in the absence of wars as a norm, we channel that same drive into companies—helping them win customers and market share. We battle for our teams while also outworking teammates on the way to big goals.

It appears we’ve replaced war with work. But no one can fight endlessly. Rest isn’t just good for people—it’s good for the mission, for this war towards meaning and fulfillment.

Also, like soldiers, we assess our leaders: do they act like they even believe in this mission? If not, we disengage. Slowly. But when a leader inspires like a wartime general, we go all in. (Not always by working late—but that’s one way it shows).

So here’s the question for leaders: are you worth following into battle?