Would you like to work nearly double the standard 40-hour week? It’s a question that many startups in the US are asking prospective employees—and to get the job, the answer needs to be an unequivocal yes. These companies are embracing an intense schedule, first popularized in mainland China, known as “996,” or 9 am to 9 pm, six days a week. In other words, it’s a 72-hour work week.
The 996 phenomenon in China gave rise to major protests and accusations of “modern slavery,” with critics blaming the schedule for a spate of worker deaths. Despite the negative connotations overseas, US firms, many of them working on artificial intelligence, are adopting both the schedule and its nickname as they race to compete against each other—and with China. Adrian Kinnersley, a serial entrepreneur who runs both a staffing and recruitment company and an employment compliance startup, has been surprised by how many startups are going all-in on 996. “It’s becoming increasingly common,” he says. “We have multiple clients where a prerequisite for screening candidates before they go for an interview is whether they are prepared to work 996.”
At the beginning of the Covid pandemic, conversations about conditions for workers in the United States often centered around burnout and the need for increased flexibility. Even in the notoriously hard-charging tech sector, companies began emphasizing efforts to facilitate a balanced schedule. Now, the surge in interest in 996 demonstrates the pendulum has swung the other way. It echoes Elon Musk’s “extremely hardcore” ultimatum to X employees, which encouraged them to work punishing hours.
Companies aren’t having trouble finding willing employees, and some frame it as core to their work culture. Rilla, an AI startup that sells software designed for contractors (like plumbers) to record conversations with prospective clients and coach them on how to negotiate higher rates, says nearly all of its 80-person workforce adheres to the 996 schedule.
“There’s a really strong and growing subculture of people, especially in my generation—Gen Z—who grew up listening to stories of Steve Jobs and Bill Gates, entrepreneurs who dedicated their lives to building life-changing companies,” says Will Gao, the company’s head of growth. “Kobe Bryant dedicated all his waking hours to basketball, and I don’t think there’s a lot of people saying that Kobe Bryant shouldn’t have worked as hard as he did.”
Rilla is up front about its expectations. In current job listings, it explicitly states that workers are expected to log more than 70 hours a week, warning them not to join if they aren’t “excited” about the schedule. Breakfast, lunch, and dinner are provided at the office every day—even on Saturdays.
Amrita Bhasin, the CEO of AI logistics startup Sotira, says that it’s common for Bay Area founders to adopt the schedule as they grow: “The first two years of your startup, you kind of have to do 996,” she says. While Bhasin sees the demanding workload as essentially mandatory for company leaders, she doesn’t think that rank-and-file employees should be expected to keep pace: “I don’t think it’s fair to push it onto them.”
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