Amidst the ongoing debate surrounding work-life balance, notably reignited by Infosys co-founder NR Narayana Murthy's advocacy for a 72-hour workweek, two-time founder Nicole Bernard Dawes presents a contrasting perspective, asserting that employees should be encouraged to disconnect from work. Speaking to Fortune, Dawes elaborated on her journey to success with her multi-million dollar companies, navigating economic downturns, and her firm belief in fostering work-life balance for her staff. Her rationale is simple yet profound: "They didn't sign up to be entrepreneurs."

Nicole Bernard Dawes is the visionary behind two successful brands. Her first venture, Late July, a non-GMO tortilla chip brand founded in 2003, was acquired by Campbell's for an impressive $100 million in 2017. Her second endeavor, Nixie, a zero-sugar packaged soda brand launched in 2018, attracted $27 million in early 2025 and is now distributed in over 11,000 grocery stores across the United States. This demonstrates her proven ability to build and scale businesses successfully.

Despite advocating for her employees to unplug, Dawes candidly admitted to a personal struggle with disconnecting from her own work. "I think I probably am a little bit of a hypocrite, because I don’t unplug. I never do. I never want to be the person that’s holding up a member of our team," she confessed to Fortune. She views her constant engagement as a "self-inflicted situation," stating, "Never unplugging is my life. I signed up for this. I am the entrepreneur; I did this to myself—a self-inflicted situation. (My employees) didn’t sign up to be entrepreneurs. I am very comfortable taking downtime, but also making sure I’m available." This highlights a key distinction in her philosophy: the intense commitment required from a founder is fundamentally different from the expectations placed upon employees.

Dawes' views on work-life balance have been significantly shaped by her experiences growing up within her own family's business and observing her father's extensive work hours. She acknowledges that not all business leaders might concur with her approach, especially regarding its extension to the team. "I think that where a lot of [leaders] differ, is extending that to their team. I feel very strongly that it should not extend to the team," she emphasized. Dawes recalled her father missing significant moments due to work, a pattern she was determined not to repeat. "I wanted to be present at things for my kids, and I wanted [it] to be okay for our team to be that way, too," she shared. Her early experience working at her mother's health-food store also instilled in her a realistic understanding of the demands of running a business.

For aspiring entrepreneurs, Dawes underscores the critical importance of passion. While acknowledging that entrepreneurship is often described as stressful and lonely, she considers herself fortunate to have grown up in the business, entering it "eyes wide open." She advises, "That’s why it’s really important to be passionate about your mission, passionate about your products. Because you do have to sacrifice a lot on the other side." This passion, she suggests, helps sustain founders through the inherent challenges and sacrifices.

When it comes to balancing her demanding entrepreneurial life with family, Dawes champions prioritization. "You have to choose what’s the most important thing in that moment," she explained. While she admits to never being able to completely switch off as an entrepreneur, she makes conscious efforts to prioritize family dinners almost every night and personal well-being activities like daily walks or exercise. Her ability to find immense joy in her work also plays a crucial role. "Sometimes when I wake up in the morning like, ‘I can’t even believe I’m this lucky that I get to do this job’. And because I feel that way, it doesn’t feel like working. I’m getting to do something fun all the time," she concluded, encapsulating her unique perspective on finding fulfillment amidst the demands of building a million-dollar enterprise.