Why the Nicole Bernard Dawes Leadership Style Breaks the Norm

Nicole Bernard Dawes leadership style focuses on protecting employee work life balance while she builds Late July and Nixie, redefining what modern leadership looks like

In a startup world that often glorifies endless hustle, entrepreneur Nicole Bernard Dawes takes a refreshing yet paradoxical stance. The Boston-based founder of two $100 million companies—Late July and Nixie—says she prioritizes work-life balance for her employees, even as she personally refuses to unplug. This approach sits at the heart of Nicole Bernard Dawes leadership style, where she shields her team from the pressures she willingly absorbs herself.

“They didn’t sign up to be entrepreneurs,” she told Fortune, encouraging her staff to disconnect while she remains constantly available. “I think I probably am a little bit of a hypocrite, because I don’t unplug. I never do.”

A Serial Entrepreneur With 20 Years of Experience

Dawes’ entrepreneurial journey began in 2003 when she founded Late July, a trailblazing non-GMO tortilla chip brand. The company grew rapidly and was ultimately acquired by Campbell’s for $100 million in 2017. In 2018, she launched Nixie, a zero-sugar sparkling water brand that has experienced explosive growth—raising $27 million in early 2025 and expanding into more than 11,000 U.S. grocery stores.

Despite these demanding ventures, Nicole Bernard Dawes leadership style is defined by her insistence that her employees not face the same relentless grind she voluntarily accepts.

A Childhood That Shaped Her Working Philosophy

Dawes’ views stem from her upbringing in a household where entrepreneurship was both inspiring and taxing. Her parents ran a health-food store, while her father built Cape Cod Chips into a $4.87 billion snack empire. The pressure of running a booming business often caused him to miss important family milestones—an experience that left a deep impression on her.

“My father missed a lot of stuff because he felt like that was what you had to do,” she said. “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.”

This personal history strongly influences Nicole Bernard Dawes leadership style, making empathy, flexibility, and family priorities central values.

Rejecting the Silicon Valley Grind Mentality

Her perspective stands in stark contrast to high-pressure work cultures, such as those seen at major tech companies. While leaders like Google cofounder Sergey Brin have been known to expect long hours, Dawes believes the traditional startup grind shouldn’t be imposed on employees.

According to Nicole Bernard Dawes leadership style, founders may choose 24/7 availability, but staff should never feel obligated to mirror that intensity.

Staying Grounded Amid the Demands of Entrepreneurship

Even though she rarely disconnects, Dawes incorporates grounding rituals into her routine. She prioritizes nightly family dinners and ensures time for movement—whether walking, exercising, or simply stepping away for fresh air. These routines help her stay centered despite the nonstop nature of running a fast-growing brand.

Ultimately, Nicole Bernard Dawes leadership style challenges the narrative that success requires sacrificing personal life. Instead, she proves leaders can build thriving companies while encouraging employees to live balanced, fulfilling lives.