The glamorization of sleep deprivation is deeply embedded in our culture. Everywhere you turn, sleep deprivation is celebrated, from "You snooze, you lose" to highly burned out people boasting, "I'll sleep when I'm dead." But perhaps those who equate sleep with laziness or lack of dedication can be convinced of the benefits of sleep by looking at what's going on in a world that is the ultimate in pragmatism, where performance and winning are everything: sports. Take Michelle Brooke-Marciniak, an All-American collegiate basketball player at the University of Tennessee who was once named the Final Four's MVP. She went on to play in the WNBA, and then brought her understanding of the link between sleep and performance to the world of business, co-founding the sleepwear and bedding company SHEEX in 2007. In answer to my questions, she shared her insights on how being an athlete has informed her experience as an entrepreneur.