For ambitious captains of industry, if you snooze, you lose, reports the New York Post.

Denise Lee, the founder of activewear brand Alala, says getting her collections into stores such as Neiman Marcus, Nordstrom and Bandier and into the hands of celebs including Khloé Kardashian, Ashley Graham and Reese Witherspoon usually means four to five hours of sleep a night, often less in the company’s early days in 2014. She frequently wakes up early to get work done before hitting the office, relying on holistic coffee concoctions to “turbo charge” her productivity.

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