Branson warns against extreme morning routines
Richard Branson, the billionaire founder of the Virgin Group, is telling people to stop copying his morning schedule. The entrepreneur is famous for waking up at 5 a.m. to exercise, drink tea, and start his day early. However, he recently warned that forcing this routine on yourself can actually lead to burnout rather than success.
Stop copying the routine
Branson wrote on LinkedIn that people often ask him about his early wake-up time. He expressed concern that others think this schedule is the secret to success. The billionaire admitted that he only wakes up early because it comes naturally to him. He clarified that there is no “one-size-fits-all formula” for getting ahead in business.
“The reality is you need to find a routine that works for you and your life,” Branson wrote. He noted that there is a lot of noise online telling people how to live their lives. He specifically criticized “rigid routines” and “relentless hustle” as things that will likely cause exhaustion instead of breakthroughs.
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When asked about the best way to find a schedule, Branson said people should stop obsessing over when successful people work. Instead, they should focus on figuring out when they do their best work. The billionaire advised starting with self-reflection. “Firstly, reflect on when you feel at your best during the day,” he said. “For me, it’s early in the morning. Other people do their best work late at night.”
Branson explained that people might feel sharpest in the morning but become most creative after dinner. He said understanding these patterns allows you to structure your day around them. “Even the smallest tweaks can make a big difference,” he added.
The Virgin founder said it took years of trial and error to discover his own rhythm. He worked in crypts underneath churches, on houseboats, and in spare bedrooms. He gradually learned what worked best for him and built his schedule around those insights rather than forcing himself into someone else’s mold.
Branson also advised being wary of anyone claiming to have the “key” to success. He told Fortune that everyone is on their own path. He emphasized that knowing the difference between working hard and working smart is essential. Prioritizing health, relationships, and time away from the desk to be inspired will get you further than any 5 a.m. alarm.
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Night owls are hitting the ground running too
The business world often feels built for morning people. Most office jobs start at 9 a.m., forcing night owls out of bed hours earlier to shower and commute. Scott Mellin, who helped build the billion-dollar streetwear brand Salomon, is one executive who rejects this schedule. Mellin prefers to ski in the morning and work over dinner with clients in the evening.
“It might be different, but it is a routine I’ve stuck to for over 25 years,” Mellin told Fortune. He held executive roles at Benetton Group and The North Face, proving you do not need to rise at the crack of dawn to reach the top.
Other night-owl CEOs echo that sentiment. Todd Wiesel, CEO of the whisky marketplace Baxus, says he prefers to go to bed tired and wake up energized. He avoids trying to fall asleep while full of energy. Wiesel believes it is better to roll out of bed later in the morning rather than forcing yourself to be awake at 4 a.m. in search of “calm and quiet.”
