It takes a brave person to challenge one of the consensus beliefs of a society, but that is precisely what Erik Baker does in, Make Your Own Job: How the Entrepreneurial Work Ethic Exhausted America. His book puts firmly in its sights ‘the idea that everyone should strive to be entrepreneurial’ which he promotes to the status of a ‘work ethic’ that ‘promises material rewards and intangible benefits’ but drives a ‘spike in burnout and despair’ and an ‘epidemic of exhaustion’ (page 3). The book gives a grand historic sweep of corporate America from Henry Ford’s adoption of the ‘New Thought’ Movement in the 1920s to the ‘Great Resignation’ of the 2020s.

At each stage on this industrial timeline the thought-provoking question is how entrepreneurial strategies and activities bred an entrepreneurial work ethic which became so embedded that it was adopted as assumed wisdom for all, rather than the choice of a few. His issue isn’t with entrepreneurs but with ‘our collective commitment to entrepreneurialism’ which he suggests isn’t helping because ‘it enjoins us to work more intensely than we need to and leaves us feeling devoid of purpose when we don’t have work, or the right kind of work, to do’ (page 3). But I couldn’t help replying, ‘Really?’ Is the core proposition proven that entrepreneurial work and making your own job leads to an innate drivenness and risks profound emptiness not experienced by those who work in corporate structures? This doesn’t take away from the fascinating content but does add a warning label that the historical overview needs processing and applying.

One strength in the book is the rich historical detail that deconstructs the beliefs of industrialists, politicians and thought leaders and shows how strong an influence they have had on our attitude to doing work we love – a phrase that is common on co-working walls but is attributed to Elizabeth Jones Towne in the 1900s with phrases such as ‘A man’s success is measured…by the amount of LOVE he feeds his work with’ (page 33). What the book left me wondering however was what other work ethics were at play and how they also impacted our view of entrepreneurial endeavour. Puritan New England is mentioned as an ethic that denied ‘desire and selfhood’ (page 33) but is quickly dismissed as a ‘baleful, anachronistic influence’ in contrast to the success-orientated New Thought luminaries, such as Towne (page 33). If religion is referenced at all it is in a thread throughout the book which separates the new mechanical ideas of business efficiency from the ‘extra endowment’ of ‘foresight – the philosophic power of understanding the complex flux of the varieties of human societies’ (page 56). The idea of a ‘divine energy’ which ‘releases in man a power and a force beyond human capacity to generate’ (page 87) was made popular by Norman Vincent Peale, author of The Power of Positive Thinking in 1952. The glaring gap is the teaching from religion about the purpose of work as a gift from God and part of his eternal purposes. If work is about channelling our own energies, then it is not surprising that we will get exhausted. But when we work with all God’s energy working powerfully in and through us (Philippians 2:13), then we will be restored and enjoy meaningful work and Sabbath rest!

The book is a detailed survey from an almost exclusively USA perspective. This shouldn’t be surprising as the title gives due warning of which side of the pond it’s placed, but it did mean that some transatlantic translation is necessary. The experience of the Blitz and ‘labour’s not working’ election posters are just two amongst many British cultural moments that shape our attitude to work and entrepreneurship. The description of Sun Belt entrepreneurs as a ‘Promethean master race’ full of ‘good-looking, healthy, superior Americans’ (page 114) is slightly at odds with the picture of people in 1960s Britain – the creative energy was there but it looked very different and shaped an entrepreneurial work ethic very differently. By its nature, the book focuses on some aspects of corporate America which help tell the story of an entrepreneurial work ethic, but I’m sure many other threads to that story could be added. One striking insight is how much influence Harvard Business School had in shaping the corporate mindset and several professors are frequently quoted. Since the author is a lecturer at Harvard it is less unexpected but still noteworthy, especially as the influence from and on academic institutions is in a liminal phase right now.

The later chapters describe the entrepreneurial philosophy of Steve Jobs and the rise of ‘philosopher-kings’ (page 163) who thought very differently from the academics in the elite east coast business schools. In contrast to the accepted wisdom, Steve Jobs focused on the intersection of the arts and the sciences, and the conservative executives of middle America emphasised ‘the analogy between the entrepreneurial firm and the patriarchal family; the entrepreneurial leader as a paternal authority; the entrepreneurial work ethic as an expression of faith in God and country’ (page 164). The contrast in the ways the power of entrepreneurialism is applied in the lecture halls of Harvard, the Silicon Valley offices of Apple and the training institutions set up by business leaders in St Louis, is a helpful reminder of how people shape very similar ideas with very different worldviews.

As our narrative timeline propels towards the present there is a fascinating focus on social entrepreneurship – a current phenomenon well worth studying in its historical context. If the outworking of the entrepreneurial spirit’s drive is exhaustion and the enforcing of ‘unforced enthusiasm’ amongst those who ‘survived the cut’, are in ‘the winners circle’ and working ‘extreme jobs’ (page 189), there is a useful exploration of how gain of other types of value legitimises entrepreneurial purpose. One conclusion, which I’m a big proponent of and is the focus of my research, is to reevaluate what we mean by value and what we are therefore applying our entrepreneurial energies to generating. But the conclusion that seems more favoured here is that it is inevitable to create ‘duds of the new economy’ as ‘a significant fraction of the population was condemned to be economically valueless’ (page 231) while the elite are just plain exhausted.

The ongoing tension is in the starting hypothesis. If the entrepreneurial work ethic is causing exhaustion because it ‘leaves us feeling devoid of purpose when we don’t have work, or the right kind of work, to do’ (page 3) what alternative would give meaning and renewing energy? The answer, which many theologians not mentioned in this book have suggested over the centuries, is to find purpose in serving an entrepreneurial God who is creative, redemptive and holistically entrepreneurial.

Would I recommend this book? Yes, to a specific audience who have interest in the story of entrepreneurship or to an engaged audience who are willing to apply the history from a land far away, and in some parts a time long ago, to the present challenges of work. Don’t expect ready answers to exhaustion, but do explore the many reasons in the history of corporate America why doing what we love has become the new religion at work.

‘Make Your Own Job: How the Entrepreneurial Work Ethic Exhausted America’ by Erik Baker was published in 2025 by Harvard University Press (ISBN: 978-0-67-429360-1). 337pp.

Andrew Baughen is a management consultant specialising in mapping the whole value of organisations. He researches business worldviews and teaches ethics at Bayes Business School and is also an associate minister at St Margaret’s Lothbury.