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Do early birds always catch the worm? This seems to be the case in the world of corporate leadership. If you look up any executive profiles, many successful CEOs chant the same mantra: Waking up at the crack of dawn for better productivity. Elon Musk wakes up at 7 am, Jeff Bezos at 5 am, and Tim Cook at 3:45 am. It is almost as if there is a silent competition over the wake-up time, and the gauge is the earlier the better.

The TikTok community recently joined this productivity cult – but with a modern twist. Against the backdrop of work/life balance micro trends "quiet quitting" and "lazy girl jobs", the latest viral trend is called "5-9 before the 9-5". As the name may have suggested, "5 to 9" refers to 5 am to 9 am – the morning hours before regular working hours of "9 am to 5 pm". The trend invites workers to wake up at 5 am and build a morning routine before starting their workday.

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