Richard Branson, the billionaire founder of the Virgin Group, has built a reputation not only for his business acumen but also for his famously early mornings. For years, he has been open about his habit of rising at 5 a.m., exercising, scrolling through social media, and enjoying a bowl of muesli with fruit, accompanied by his first of as many as 20 daily cups of tea. Yet now, nearly a decade after detailing his morning routine in a blog post, Branson is expressing regret. He worries that people have misunderstood his habits as a blueprint for success, when in fact he believes that blindly copying such a routine is more likely to lead to burnout than breakthroughs.
In a recent LinkedIn post, Branson clarified that his early wake-up time comes very naturally to him, and that he does not advocate for others to follow suit if it doesn’t align with their own body clocks. “The reality is you need to find a routine that works for you and your life,” he wrote. He added that there is a lot of noise out there telling people how to live their lives and be successful, with rigid routines and relentless hustle. He insisted that there is no one-size-fits-all formula for success, and that people should instead focus on working smart, taking care of themselves, and creating a sustainable rhythm.
Branson’s advice is particularly striking given the widespread glorification of early rising among successful entrepreneurs. Figures like Apple CEO Tim Cook, former First Lady Michelle Obama, and Twitter co-founder Jack Dorsey have all been known to start their days before dawn, often squeezing in workouts and emails before most people have even woken up. Research has even shown that early birds tend to achieve greater financial success, with one study finding that while two-thirds of the general population identify as night owls, their chances of success are slimmer than those of morning people. But Branson pushes back against the idea that mimicking the habits of high achievers is a guaranteed path to success.
Why Branson’s routine works for him
Branson’s morning habits are deeply personal. He wakes up at 5 a.m. not because he read about it in a self-help book, but because his body naturally rouses him at that time. Over the years, he has worked in a variety of environments—from crypts beneath churches to houseboats and spare bedrooms—and through trial and error, he learned what helps him feel most productive. For him, that means early mornings. But he emphasizes that the same approach may not work for others. “Firstly, reflect on when you feel at your best during the day,” he told Fortune. “For me, it’s early in the morning. Other people do their best work late at night.” He also noted that energy levels fluctuate throughout the day; someone might be sharpest in the morning but more creative after dinner. Understanding these patterns allows people to structure their day around their natural rhythms.
Branson’s warning aligns with a growing body of research on chronotypes—the natural inclination of individuals to be more alert and productive at certain times of day. Chronotypes are influenced by genetics and age, and forcing oneself to operate against one’s natural rhythm can lead to chronic fatigue, reduced cognitive performance, and even long-term health issues. Dr. Russell Foster, a professor of circadian neuroscience at the University of Oxford, has stated that trying to fight your chronotype is like trying to fight your height—it’s largely determined by biology. This scientific perspective reinforces Branson’s message: instead of copying someone else’s routine, people should tune into their own biological clocks.
Other CEOs reject the 5 a.m. club
Branson is not alone in pushing back against the “5 a.m. club.” A growing number of executives openly reject the notion that early rising is essential for success. Scott Mellin, the branding executive credited with transforming Salomon from a niche French outdoor label into a billion-dollar streetwear brand, has been waking up at around 8 a.m. for decades. He prefers to ski in the morning and doesn’t head to the office until noon, often working later in the evening over dinner with clients. “It might be different, but it is a routine I’ve stuck to for over 25 years,” he told Fortune. During that time, he held executive roles at Benetton Group and The North Face, proving that rising at the crack of dawn is not a prerequisite for reaching the top.
Other night-owl CEOs echo this sentiment. Todd Wiesel, CEO of whisky marketplace Baxus and a self-confessed night owl, explained that he prefers to go to bed tired and wake up energized, rather than forcing himself to fall asleep when he is full of energy only to roll out of bed at 4 a.m. in search of calm and quiet. These executives argue that the key is not the time you start your day, but the consistency and quality of the work you do during your peak hours. They put in the same total hours as early risers—just at different times.
The business world has long been structured around early birds. Most office jobs start at about 9 a.m., forcing night owls to drag themselves out of bed hours before they are naturally ready. This systemic bias can place night owls at a disadvantage in traditional work environments. However, as remote and flexible work arrangements become more common, employees have more freedom to align their schedules with their natural rhythms. Branson’s advice fits perfectly into this shift: rather than trying to fit into a mold, individuals and organizations should embrace diversity in working styles.
The burnout epidemic and hustle culture
Branson’s warning about burnout is especially timely. The “hustle culture” that glorifies extreme schedules and sleep deprivation has been linked to rising rates of stress, anxiety, and physical health problems. According to a 2023 Gallup survey, nearly half of American workers reported feeling burned out at work, a figure that has grown steadily over the past few years. Sleep experts warn that chronic lack of rest impairs cognitive function, weakens the immune system, and increases the risk of depression and cardiovascular disease. Rigid adherence to a routine that contradicts one’s natural chronotype can exacerbate these issues.
Branson himself stresses that success is not just about work. He prioritizes his health, relationships, and time away from the desk to stay inspired. “Work hard, certainly, but know the difference between working hard and working smart,” he said. This holistic view is often missing from popular success narratives that focus solely on waking up early and grinding nonstop. The billionaire advises that the best routine is the one that helps you feel your best—both mentally and physically.
Ultimately, Branson’s message is a call for authenticity and self-awareness. Instead of looking outward for a magic formula, individuals should look inward. By understanding their own bodies, energy cycles, and personal circumstances, they can craft routines that are sustainable and fulfilling. The goal is not to replicate the habits of a billionaire, but to discover what makes you most effective—and most content.
As Branson concludes, “Be wary of anyone who claims to have the ‘key’ to success, and don’t compare yourself to others. Everyone is on their own path.” That path may start at 5 a.m. for some, but for many others, it begins later—and that is perfectly fine.
Source:MSN News