In a corporate world often dominated by hustle culture, a successful US entrepreneur is making waves by championing a cause close to many Indian professionals' hearts: work-life balance. Nicole Bernard Dawes, who built Late July into a $100 million organic snack company before selling it to Campbell's in 2017, is advocating for boundaries for her employees, even as she admits she can't follow them herself.
The Self-Proclaimed Hypocrite Building Better Work Culture
Dawes recently created a significant buzz online after speaking openly about the most debated topic on the internet: work-life balance. In a candid interview with Fortune, the Boston-based business leader made a surprising confession. "I think I probably am a little bit of a hypocrite, because I don't unplug. I never do," Dawes stated. She elaborated that she never wants to be the person holding up a team member, which keeps her perpetually connected to her work.
However, she draws a clear distinction between her role as a founder and the expectations she sets for her team. "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," she explained with remarkable clarity. This philosophy forms the cornerstone of her management style at Nixie, the sparkling water brand she launched in 2018, which is now available in more than 11,000 stores and has secured $27 million in investment.
Roots in Family Business: Shaping a Unique Perspective
Dawes's distinctive approach to business and employee welfare didn't emerge in a vacuum. Her perspective was significantly shaped during her childhood, where she gained firsthand experience in the world of commerce. She spent her formative years working in her mother's health-food store while simultaneously watching her father build a massive $4.87 billion snack business.
This dual exposure gave her a unique lens through which to view business ownership and its human impact. Although she confesses she never fully disconnects from her work responsibilities, she consciously carves out time for personal priorities. Family dinners, regular walks, and exercise are non-negotiable elements in her schedule, demonstrating her belief in integrating life's important moments despite a demanding career.
Genuine Passion Fuels the Journey
After decades spent building successful brands, Dawes reveals that authentic enthusiasm is the secret ingredient that makes long hours feel less burdensome. She shared a powerful insight into her motivation, stating, "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.' … it doesn't feel like working."
This genuine passion for her work enables her to maintain her intense schedule while ensuring her employees don't have to emulate her round-the-clock dedication. With Nixie continuing to expand its market presence, Dawes remains committed to growing her company while simultaneously promoting a healthier, more balanced work culture for her team—a lesson many Indian corporations could learn from in today's competitive business environment.
