In the midst of ongoing debates about work-life balance, sparked recently by Infosys co-founder NR Narayana Murthy's comments on 72-hour work weeks, successful entrepreneur Nicole Bernard Dawes offers a refreshing perspective. The two-time founder believes her employees should actively unplug from work, while acknowledging her own inability to do the same.
The Entrepreneur's Self-Inflicted Workload
Speaking to Fortune about her journey building a $100 million company and navigating economic challenges, Dawes made a clear distinction between the expectations for entrepreneurs versus employees. "They didn't sign up to be entrepreneurs," she stated, explaining why she encourages her team to maintain healthy work-life boundaries.
Dawes founded Late July, a non-GMO tortilla chip brand, in 2003. The company achieved remarkable success, being acquired by Campbell's for $100 million in 2017. Not content with one success, she launched Nixie, a zero-sugar packaged soda brand, in 2018. Her second venture has already attracted $27 million in early 2025 and its products are now available in more than 11,000 grocery stores across the country.
Leading by Different Example
Dawes openly admits to being what she calls "a little bit of a hypocrite" when it comes to disconnecting from work. "I never unplug. I never do," she told Fortune. "I never want to be the person that's holding up a member of our team."
She describes her constant engagement with work as a conscious choice. "Never unplugging is my life. I signed up for this. I am the entrepreneur, I did this to myself—a self-inflicted situation," Dawes explained. While she makes herself constantly available, she ensures her employees don't face the same expectations, recognizing they made different career choices.
Family Influence and Entrepreneurial Passion
Dawes' views on work-life balance were significantly shaped by her childhood experiences. Growing up around her family's business, she witnessed firsthand the sacrifices required. "My father missed a lot because of work," she shared, adding that this inspired her determination to be more present for her own children.
Working at her mother's health-food store as a child provided crucial insights into business operations. This early exposure helped her understand what entrepreneurship truly entails. "I entered eyes wide open," she noted, emphasizing that passion is essential for anyone considering this path.
"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," Dawes advised aspiring entrepreneurs.
Balancing Act of a Successful Founder
When asked how she manages work and family life, Dawes highlighted the importance of prioritization. "You have to choose what's the most important thing in that moment," she explained. While admitting she's never been able to completely shut off from work, she maintains specific non-negotiable routines.
"I make time to have family dinner almost every night," she shared. "There were things that were priorities to me, and I still make them priorities, like going out for a walk every day or exercising."
Despite the challenges, Dawes maintains an overwhelmingly positive outlook on her entrepreneurial journey. "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'," she expressed. "And because I feel that way, it doesn't feel like working. I'm getting to do something fun all the time."
Her perspective offers a nuanced approach to the work-life balance discussion, acknowledging the different expectations and sacrifices between entrepreneurs and employees while advocating for clearer boundaries for her team members.
