996 or worse is what got us the labour movement in the first place. In a well regulated industry the practice is illegal or carries explicit expectations of overtime, time off, or both.
For evil-aligned founders it's important to realize that exploiting workers is one of the best trod paths to success. If you can get away with it without causing a revolt you're almost certainly getting more for your money. So being up front with 996 is absolutely in your interests. Being hard-core, 10x, cracked (pick your generation's euphemism) is just good marketing. Be prepared to cut anyone who burns out, try to get people without any ties or those who can't afford to quit. Maybe even create a cult of personality around yourself.
For evil-aligned founders it's important to realize that exploiting workers is one of the best trod paths to success. If you can get away with it without causing a revolt you're almost certainly getting more for your money. So being up front with 996 is absolutely in your interests. Being hard-core, 10x, cracked (pick your generation's euphemism) is just good marketing. Be prepared to cut anyone who burns out, try to get people without any ties or those who can't afford to quit. Maybe even create a cult of personality around yourself.