Digital Social Hour: Erik Huberman — Why Most People Don’t Want to Work Hard Anymore (DSH #1705)

Podcast: Digital Social Hour
Host: Sean Kelly
Guest: Erik Huberman (Founder & CEO of Hawk Media)
Date: December 25, 2025
Episode Theme:
A candid, wide-ranging discussion on generational attitudes toward work, building company culture, marketing wisdom from running Hawk Media, the role of in-person work, entrepreneurship, health trends, and the importance of authentic leadership.

Main Theme / Episode Overview

This episode features Erik Huberman, a serial entrepreneur and founder of Hawk Media, delving into the shifting work ethics of newer generations, the value of in-person collaboration, and evolving approaches to marketing. Host Sean Kelly and Erik discuss why “most people don’t want to work hard anymore,” explore how Hawk Media has grown while maintaining culture, the crucial role of trust in business, and what truly drives success in modern entrepreneurship.

Key Discussion Points & Insights

1. Generational Shift in Attitudes Toward Work

• Erik’s Perspective: He notes a clear departure from the traditional “work hard, build a life” ethos towards a strong emphasis on “work-life balance” among younger generations.
  • "I was taught... work really hard and you'll build a great life for yourself... now, I feel like the general consensus amongst the next generation is not that. It's an overemphasis on work-life balance." — Erik Huberman [00:00–00:10, 05:09–05:30]
• Consequence: Hawk Media now prefers to hire people with some prior work experience, letting others “learn to work somewhere else first.”

2. Changing Educational Value & Career Development

• Both Sean and Erik reflect on the diminishing ROI of a college marketing degree for learning practical skills.
• Erik’s Hiring Rule: College experience is less important than skill and demonstrated aptitude.
  • “I would say… I’m usually hiring people that are a few years out... I’m looking for people that are skilled.” — Erik Huberman [04:40–05:01]

3. Work Ethic, Burnout, and Motivation

• A viral Twitter poll (cited by Erik) showed 98.2% of respondents would prefer to work fewer hours for less money rather than work 70 hours/week for more.
  • “Every entrepreneur I know would do the 70 hours… What percentage of people do you think pick 25 hours?” … “It was 98.2%.” — Erik Huberman [06:20–06:57]
• Erik empathizes with burnout but underlines that passion, seeing growth and momentum, and discipline are essential to sustaining high effort.
  • “You do have to work hard enough to get to that point of momentum.” — Erik Huberman [08:42]

4. Company Culture: In-Office vs. Remote & Hiring Philosophy

• In-Person Policy: Hawk Media is “all in” on in-office culture for core staff in LA, favoring synergy and osmosis over remote work.
  • “The core of the business needs to be all in office. There’s just too much osmosis and synergy.” — Erik Huberman [13:45–14:00]
• Improved Morale: Their employee Net Promoter Score (NPS) rose significantly with the shift back to in-person, attributed to human interaction reducing stress and boosting company connection.
  • “In office has increased our NPS score… people love working at Hawk much more than when they’re remote.” — Erik Huberman [15:56]
• Culture Fit > People Pleasing: Focus on the best performers and their alignment with the mission, rather than trying to please every detractor.
  • "When you placate to the people that aren't aligned, you start alienating the people that are." — Erik Huberman [17:25–17:28]

5. Firing, Growth, and Expansion

• “Fire fast” is key: holding onto misaligned or underperforming employees helps neither party.
• Hawk Media is rapidly hiring and acquiring, but only for in-office LA roles (with exceptions for acquisitions).

6. Marketing Framework, Philosophy, and Best Practices

• Hawk’s Marketing Framework: “Awareness, Nurturing, and Trust” — applicable across industries.
  • “75% of people won’t buy from a company they don’t inherently trust. The other 25% are early adopters.” — Erik Huberman [02:20–02:25]
• Dismissal of most academic marketing curriculums; practical experience and repeatable frameworks win.
  • "The perception of marketing versus the reality is very different." — Erik Huberman [03:38]
• Trust Over Everything: Building trust is critical — most people are “waiting for someone else to try that berry,” i.e., want proof before taking the plunge.

7. Building a Name-Brand Agency for SMBs

• Most large agencies only want Fortune 2000 companies; Hawk aims to be the “name brand” serving smaller businesses too.
  • “Our mission is to be the best at what we do, but easy to work with. Hawk Media will work with SMBs. We’re not pretentious.” — Erik Huberman [21:25–21:53]

8. Events & Networking

• Events are the best sales channel for Hawk Media — better ROI than many standard trade shows.
  • “Events, to me, are the greatest sales tool of all time.” — Erik Huberman [24:31–24:35]
• Hawkfest: Their annual themed networking and learning festival combining fun, content, and connections.

9. Celebrity and Influencer CPG Brands

• Cautions against inauthentic celebrity “face-on-a-brand” deals; success comes from deep involvement and passion (e.g., George Clooney’s Casamigos dinners, Ryan Reynolds’ Mint/Aviation campaigns).
  • “It's about leveraging that [celebrity] in the ways that are hugely impactful, not just, 'here's your face, go.'” — Erik Huberman [30:06]

10. Trends in Health, Wellness, and Longevity

• Huge consumer appetite for health data and longevity tools (Prenuvo, blood panels, wearables). Erik’s experience after his father’s death reflects a desire for proactive management.
  • "Why wouldn’t you take advantage of these tools so that you can get ahead of anything wrong?... Ignorance is bliss, until it catches up." — Erik Huberman [33:05–33:18]

Notable Quotes & Memorable Moments

• On work ethic generational divide:
  • “There is an overemphasis on work-life balance versus working like most won’t, so you can live like most can’t.” — Erik Huberman [00:10]
• On hiring and experience:
  • “We’re now letting people have a job or two before they come here. Go learn how to work somewhere else, and then come here when you understand what it is to work.” — Erik Huberman [06:01]
• On trust in marketing:
  • “75% of people won’t buy from a company they don’t inherently trust.” — Erik Huberman [02:20]
• On event networking:
  • “Build trust, again, it goes back to trust. If you’re sending me a random cold email, I’m probably not going to answer it. If we met at an event, I remember you...” — Erik Huberman [24:17–24:30]
• On company culture:
  • “You don’t want to placate to everyone... When you chase all the people that are negative, you actually serve the wrong person.” — Erik Huberman [16:53–17:07]
• On health and longevity:
  • “I lost my dad to colon cancer… Ignorance is bliss until it catches up and you're too late.” — Erik Huberman [32:53–33:18]
• On celebrity brands:
  • “If you’re going to do it and the celebrity is going to really do it... it’s great. If you’re not, don’t waste your time.” — Erik Huberman [30:21]
• On discipline and momentum:
  • “You do have to work hard enough to get to that point of momentum. And then once it picks up, it’s really easy to find more and more energy.” — Erik Huberman [08:42–08:49]

Important Segment Timestamps

• Introduction & Book Inspiration: 00:45–02:10
• Marketing Framework (Awareness, Nurture, Trust): 02:10–03:05
• Marketing in Education & Early Careers: 03:05–04:40
• Hiring Philosophy & College Experience: 04:40–06:09
• Millennial & Gen Z Work Attitude: 06:09–07:22
• Burnout and Energy Momentum: 07:22–08:49
• Schedule, Calendar, & Work-Life Balance: 09:14–10:43
• Firing and Employee Alignment: 12:46–13:24, 16:53–17:38
• Remote vs. In-Person Work & Productivity: 13:45–16:11
• Measuring Employee Happiness (NPS Score): 16:30–16:39
• Events & Hawkfest: 22:39–24:35
• Celebrity & Influencer Brands: 28:43–31:17
• Wellness & Health Trends: 31:54–34:08

Structure and Tone

The episode is lively, unfiltered, and fast-paced, filled with candid takes and actionable wisdom. Erik Huberman speaks directly and often bluntly, emphasizing personal discipline, honest assessment, and authenticity in leadership and business.

Utility for Listeners

Those interested in entrepreneurship, modern work culture, agency growth, marketing strategy, and the intersection of personal and professional discipline will find Erik’s insights both validating and challenging. The dialogue is especially valuable for anyone leading teams, hiring, or aspiring to build enduring, people-centric businesses.

Contact / Links:

• Erik Huberman: /erikhuberman on all socials
• Hawk Media: hawkmedia.com

Summary prepared for podcast listeners and business leaders seeking the actionable essence of DSH #1705 with Erik Huberman.