Hustlers Wanted

Hustler is the new 'non-technical ninja/rockstar.'

Except far more accurate IMHO. Alright sure you could be a rockstar developer (you could be a rockstar anything I guess), but being a expert programmer has nothing do with being a 'ninja'. They're just geeky terms that stuck.

A hustler, on the other hand, is exactly what business people must be in a startup. Far from having a well defined role, you must do whatever it takes to make it happen (whatever 'it' may be). Further, a hustler must operate outside the status quo whether they're in a startup or on the streets. While most programmers I know hate the ninja and rockstar labels, I find hustler to be quite endearing.

If I were looking for this kind of person, I'd want them to know that different people see tasks differently. Some people see simple design stuff as "bullshit work" while others see having to parse through server logs as "bullshit work."

This isn't an all-glamorous job. To portray it as such would be deceitful and would attract a different kind of individual, who would ultimately be let down.

I know that languages evolve naturally, and words get repurposed all the time, but hustler? Really?.

hustler

  n 1: a prostitute who attracts customers by walking the streets
    2: a shrewd or __unscrupulous__ person who knows how to circumvent difficulties

It also happens to be the title of a porn magazine that would make Hugh Hefner blush, while you won't often hear the term 'hustler' used in reference to a female prostitute, you will find it heavily used among gay men to refer to male prostitutes.

Perhaps repurposing 'hustler' without negative connotations will work, but this is a word with a lot of ugly baggage, and the first thing I thought of when I saw it used in reference to startups: dishonest businessmen.

[Addendum] For completeness, a dip into the modern lexicon:

http://en.wikipedia.org/wiki/Hustler_(disambiguation)

  Hustler is a monthly pornographic men's magazine
  and general brand of Larry Flynt Publications.

  Hustler or hustlers also commonly refers to:
    - A practitioner of confidence tricks
    - Someone who deceives others by hustling, usually in sports
    - An American hip hop slang word for a pimp,
      drug dealer or male prostitute

Haha - it's funny how much startups are the same... We're doing the same thing and had the same (a non-engineer?!?) reservations. I must completely concur.