996 as an employee, especially for companies that don’t offer fast growing stocks, is a super bad deal.
996 for a business owner or top exec at a big company? It’s the norm. And the risk-reward makes sense to them.
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A ceo trades time and peace for money, and that is arguably difficult in it's own ways. But that doesn't make it work in the same way that what you and I do is work. These people do not work a 100 hours a week. They live charmed lives that also happen to often be exhausting.