It's February, and the adrenaline of the New Year has finally worn off. Goals that felt exciting in January now feel heavy, motivation is dipping, exhaustion is creeping in, and many of us are beginning to wonder why our hard work isn't delivering better results.
According to business strategist and identity success coach Grant Sherwood, this moment isn't a failure of discipline but a sign of misalignment.
"We've been taught that success comes from grinding harder, pushing longer, and doing more, but hustle without alignment puts your brain in survival mode, and a brain that's trying to survive will never help you grow and succeed," he says.
Grant Sherwood's thinking, alignment over hustle, challenges the dominant work culture by focusing on how the brain is actually wired to perform at its best. Instead of relying on burnout-driven discipline, alignment activates the brain's natural ability to recognise opportunities, make clearer decisions, and sustain momentum without constant pressure.
Why hustle fails the brain
Sherwood has spent years observing a pattern among entrepreneurs and leaders, and found that often, the busiest people are the most stuck.
"I've met countless entrepreneurs who pride themselves on long hours, but when you look at the results, there's little growth. They're busy, not effective," says Grant.
The issue, he explains, isn't effort but internal conflict. When beliefs, values, identity and goals aren't aligned, the brain works against you. Decision-making becomes harder, confidence drops, and motivation must be forced.
"If hard work alone created success, construction workers would be billionaires. Effort matters, but alignment determines whether that effort compounds or drains you," he adds.
At the core Grant shares, a simple neuroscience truth that the brain follows identity before behaviour. "Our brains are designed to conserve energy and repeat familiar patterns. When your goals don't match who you believe yourself to be, your brain resists them, and that's when everything feels heavy."
Alignment removes that resistance. When actions are congruent with values and future identity, the brain rewards execution with clarity, focus and dopamine-driven motivation, not stress.
This also sharpens the brain's internal filtering system, known as the reticular activating system (RAS). You start noticing opportunities that were always there, not because they magically appeared, but because your internal state finally allows you to see them. From a neurological perspective, burnout is not a lack of resilience. It's a warning signal.
When people are misaligned, they operate from the amygdala, which is the brain's fight-or-flight centre. "Creativity shuts down, clarity disappears, and dopamine drops, and you end up needing pressure, rewards or punishment just to perform," says Grant.
In contrast, aligned individuals operate from the prefrontal cortex, or the executive centre responsible for strategy, creativity and long-term thinking. Aligned people seem calm, decisive and lucky, as their brain is finally supporting them."
Three brain-based steps to shift from hustle to alignment
Grant says the shift away from hustle doesn't require a total life overhaul, but it does require intention.
1. Reconnect with identity before goals
Most people set goals without checking whether those goals match who they believe themselves to be. Your brain follows identity first, behaviour second.
Instead of asking what you want to achieve, start by clarifying who you need to become, and let actions flow from there.
2. Eliminate internal resistance, not effort
When tasks feel heavy, stressful or draining, it's often a sign of misalignment rather than laziness. Sherwood recommends either linking the task to your highest values, redesigning your role, or delegating work that fundamentally conflicts with your strengths.
Forcing yourself through resistance is the fastest route to burnout.
3. Train your brain to notice opportunity daily
Alignment is reinforced through repetition. Sherwood suggests starting each day by reminding yourself of your long-term direction and ending it with reflection. Where did I act in alignment today? Where did I slip back into old patterns?
What are the three most valuable actions for tomorrow? This keeps your goals top of mind and sharpens the brain's natural filtering system for opportunities.
“When you live in alignment, you stop chasing success and start attracting it," he concludes.
“There are hard ways to build a business and a life, and there are aligned ways that create results without burning you out. The difference is how well your brain is working with you, not against you."
Follow Grant Sherwood for more on neuroscience, identity transformation, and personal leadership @GrantSherwood.