When your partner's business is consuming their life and threatening your marriage, what can you do? Andy Wright, founder of Never Not Creative, discusses this challenging situation with Sarah Gross, Creative Director at Storyfolk, and Tara Hurster, psychologist and founder of The TARA Clinic. Together, they explore practical strategies for reshaping business systems, setting boundaries in relationships, and finding professional support. This honest conversation addresses the reality that working 11-12 hour days for years isn't sustainable and offers hope for couples navigating business burnout together. Sometimes the most loving thing you can do is refuse to enable an unsustainable situation.
Running your own business can feel like being trapped in a relentless cycle. When 11-12 hour days stretch into years without a proper break, the toll on both you and your relationship becomes undeniable. If you're watching your partner drown in work whilst feeling helpless on the sidelines, you're not alone in this struggle.
This question was answered by Andy Wright – Founder of Never Not Creative and CEO of Streamtime – alongside Sarah Gross – Creative Director and Partner of Storyfolk – and Tara Hurster – Psychologist and Founder of The TARA Clinic. Andy hosts the discussion, bringing his experience of championing healthier creative workplaces.
The harsh reality is that working 11-12 hours a day, 5-6 days a week for years simply isn't sustainable. As Sarah points out, "you need to reshape the systems in the business to help support the lifestyle that you want." Whilst there will always be busy periods requiring all hands on deck, what's been described crosses the line into unsustainable territory.
Sarah emphasises the importance of getting external perspective: "maybe he could get a business coach or, you know, a mentor within the sector." Sometimes when you're drowning in the day-to-day chaos, it takes an outside voice to help you see a way through.
One particularly dangerous pattern emerges when business owners take on projects they hate just to keep afloat. Sarah warns: "if he is continually taking on projects that he does not enjoy, that will lead to other projects that he does not enjoy and it's a very slippery slope."
The solution lies in strategic focus. Once current commitments are wrapped up, it's crucial to "focus on the areas that bring his joy, the areas that he likes and then shaving back to a normal kind of business hours." This alignment between values and client work often becomes the foundation for both professional satisfaction and personal wellbeing.
Creative work demands mental space to flourish. As Sarah explains: "as a creative person, I need to get away from the computer. Otherwise I can't function and I also get moody and grumpy and the work itself suffers for it."
Even a surprise weekend away can provide the breathing room needed to approach problems with fresh eyes. Sometimes the solution isn't working harder but stepping back to gain clarity about how the business should serve your life, not consume it.
Tara emphasises that seeking help isn't weakness but strength: "seeing a therapist is not a weakness, it's actually a strength because it allows him to see things a bit clearer. When you're in the mess, it's all up right here in front of your face."
For those facing budget constraints, Tara recommends two specific books:
It's crucial to remember that supporting your partner doesn't mean accepting an unsustainable situation indefinitely. As Tara firmly states: "that's also not your job. Your job is not to be there to just allow this to just keep happening."
Healthy partnerships require boundaries. You're allowed to say when something isn't working for you anymore. Tara reminds us: "a partnership in a marriage is the same as a partnership in business... It has to work for both sides."
Andy highlights the value of connecting with others who understand the creative industry: "there's so many people in our industry willing to just have a chat." Sometimes the most powerful realisation is discovering that others have faced similar challenges and found their way through.
Getting out and talking to peers can provide both practical solutions and emotional support. The creative community often rallies around those who need help, offering both understanding and actionable advice.
Never Not Creative Circles offer peer support groups specifically designed for creatives facing mental health challenges. These confidential, non-competitive spaces connect you with 8-10 other creatives who understand the unique pressures of our industry.
Each monthly session includes mental health education, group discussions, and practical action planning. With a minimum 6-month commitment, Circles provide the consistent support needed to navigate through tough times whilst building lasting connections with peers who truly understand your journey.
If the situation feels overwhelming or if divorce is becoming a consideration, professional support becomes essential. Couples therapy can help improve communication and work through the challenges together. In Australia, services like Relationships Australia offer bulk-billed options, making professional help more accessible.
Remember, reaching out for help is a sign of strength, not weakness. Mental health professionals are trained to help you navigate these complex situations and find practical solutions.
Find professional help resources
The path forward requires honest conversations, professional support, and a commitment to change from both partners. Remember that brilliant work should never cost anyone their wellbeing. With the right support and boundaries in place, it's possible to build a thriving business that enhances rather than threatens your relationship.
Creative Director and Partner at Storyfolk, a Melbourne and Torquay branding studio. Blends strategy, design, art direction and copy to craft bold, meaningful brands. Believes in design as a force for good.
Psychologist & founder of The TARA Clinic, helping high-achievers overcome addiction without shame. Focused on practical, flexible solutions like on-demand courses to support lasting change.
Founder of Never Not Creative, CEO of Streamtime & co-chair of Mentally Healthy, driven to make the creative industry fairer & more human. Believes great work should never cost wellbeing.
