Founders can find it hard to step away from work when their company rests on their shoulders. The concept of having work-life balance has sparked fierce debate among entrepreneurs, who question if it’s even possible to have the best of both worlds: scaling a multimillion-dollar business, with enough downtime to recharge. Two-time founder Nicole Bernard Dawes is a strong advocate of unplugging from the job—but only for her employees.
“I think I probably am a little bit of a hypocrite, because I don’t unplug. I never do,” Dawes tells Coins2Day. “I never want to be the person that’s holding up a member of our team.”
The serial entrepreneur encourages her staffers to totally disconnect from work once they’re off the clock, but doesn’t give herself the same breathing room. Having scaled two companies to success, she’s assumed the responsibility of always being on for decades. Dawes founded organic, non-GMO tortilla chip brand Late July in 2003, which currently lines the aisles of Targets, Whole Foods, Krogers, and Walmarts across the country. Campbell’s acquired a majority stake of the business in 2014, eventually buying the rest of the $100 million company in 2017. In 2018, Dawes broke into another consumer packaged goods (CPG) market again, this time with sparking water line Nixie. In the years since, it’s also expanded to zero-sugar, sustainably packaged sodas. The brand raised $27 million in new funding earlier this year, with its products being sold in over 11,000 major grocery stores.
With more than two decades of entrepreneurship under her belt at Late July, Dawes had pushed through economic downturns and many sleepless nights. But the hardships didn’t stop her from returning to the startup scene as Nixie’s founder. Having grown up in the business world, Dawes is not so easily deterred. However, she doesn’t want work to overtake her staffers’ lives.
“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,” Dawes says. “I am very comfortable taking downtime, but also making sure I’m available.”
Dawes says never unplugging is “my life”—and she grew up in it
Many leaders out there, like Google cofounder Sergey Brin, expect their staffers to clock in more than the typical nine-to-five job. But Dawes doesn’t expect her employees to have the relentless work ethic of entrepreneurs who pride themselves on having no personal lives.
“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,” Dawes explains. “But I also feel like that is how I grew up. My father missed a lot of stuff because he felt like that was what you had to do. So I was determined I wasn’t gonna do that. 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.”
Dawes witnessed the pitfalls of entrepreneurship as a kid growing up in her parents’ food businesses. She spent her childhood years working the front counter of her mother’s health-food store, and roaming the floors of her late father’s $4.87 billion snack empire: Cape Cod Chips. As a kid in a family running two businesses, Dawes says it could be difficult for her parents to step away from the job. So when she decided to follow in their footsteps as a two-time founder of successful CPG brands, she knew exactly what to expect.
“When you decide to become an entrepreneur, there’s a lot of people [saying], ‘It’s stressful, it’s lonely, it’s all these things.’ And that’s true, but this is where I was really fortunate: I grew up in this business, so I entered eyes wide open,” Dawes says. “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 still makes time for the important things
While Dawes admits she has difficulty stepping away from the grind, she still makes time for the things that keep her sane.
“You have to choose what’s the most important thing in that moment. I don’t think as an entrepreneur—at least for me—I’ve never really, truly, been able to shut off completely,” Dawes says. “But I also make time to have family dinner almost every night. There were things that were priorities to me, and I still make them priorities, like going out for a walk every day or exercising.”
The entrepreneur also loves hitting the beach, reading, and cooking—and despite it feeling like a chore to many, Dawes really enjoys going to the grocery store. She calls it her “hobby”: observing what new products are stocked on shelves, and what items shoppers are gravitating toward. It’s gratifying to witness people pick up a bag of Late July or a case of Nixie drinks to bring home to their families, something she feels immensely grateful for. While getting her brands into those grocery aisles has been no easy feat, it’s all been worth it in the end. Dawes says passion is what eases the weight of her work-life balance.
“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,’” Dawes says. “And because I feel that way, it doesn’t feel like working. I’m getting to do something fun all the time.”
