Our societies prize early risers (A-persons) - but most of us are late risers (B-persons). The mission of the B-Society is to increase quality of life and productivity of B-persons by creating later starting times in schools and workplaces. The B-Society is founded by Camilla Kring on December 27, 2006. Today the B-Society has members in 50 countries. A circadian rhythm is not something you choose. It's something you're born with. Being a late riser in an early riser society has a negative impact on your health, academic achievement and career. We need to break free from 8 to 5 society and its lack of respect for B-people's circadian rhythms. Quality of life, health, infrastructure and productivity would all improve if we offered people work hours matching their circadian rhythms. In a knowledge-based society getting up early in the morning is no longer what is important. Instead it is about working when you are most productive. Health policy – a later start can reduce the amount of social jetlag. Education policy – A later start allows pupils and students to sleep more and get higher grades. Traffic policy – A later start for B-persons may solve infrastructure issues. Labour market policy – Adapt working hours to circadian rhythms and increase productivity. Millions of workers still have jobs with fixed hours and fixed locations. In the knowledge society, it is common sense, both from a human and an economic point of view, to match a person's work hours to his or her biological rhythm. We have identified following four barriers to a flexible workplace: 1) It is taboo to meet after 9 – a productive person meets early. 2) Leaders tend to favour A-persons (early risers) – those who arrive at the office early. 3) Flex time with fixed hours. You have to be in the office between 9 and 3. That is not flexible at all. 4) Your own mindset. Are you willing to set yourself free for your inner farmer?