Entrepreneur Nicole Bernard Dawes Champions Work-Life Balance for Employees

Two-time entrepreneur Nicole Bernard Dawes is pushing back against demanding workplace culture, advocating that employees deserve a genuine work-life balance unlike the self-imposed burden entrepreneurs face. Speaking to Fortune amid ongoing debates sparked by Infosys co-founder NR Narayana Murthy’s 72-hour workweek proposal, Dawes emphasizes that her team members “didn’t sign up to be entrepreneurs” and should feel comfortable unplugging from work.

The Self-Inflicted Burden

Dawes, who built Late July—a non-GMO tortilla chip brand acquired by Campbell’s for $100 million in 2017—and Nixie, a zero-sugar soda brand attracting $27 million in 2025, acknowledges her own struggle to disconnect. “Never unplugging is my life,” she explains. “I signed up for this. I am the entrepreneur; I did this to myself—a self-inflicted situation.” However, she distinguishes between her personal work habits and expectations for her team, ensuring she remains available without demanding the same sacrifice from employees.

Shaped by Family Experience

Dawes’ perspective stems from witnessing her father’s work-related sacrifices during childhood and working in her mother’s health-food store. These experiences motivated her to prioritize family and encourage her team to do the same. She stresses that while entrepreneurship demands passion and commitment, “it’s really important to be passionate about your mission” rather than forcing that passion onto employees.

The founder demonstrates her commitment through daily priorities: maintaining family dinners most nights, daily walks, and exercise. For Dawes, the key lies in choosing what matters most in each moment—a philosophy she extends to her entire organization, creating a healthier workplace culture amid growing concerns about burnout and employee wellbeing.