Las Vegas, NV -- Robin Leach has studied countless lifestyles of the rich and famous and has learned they all have one thing in common: they're all early risers.

Leach says his father taught him that "the early bird gets the worm" and says most of the millionaires he mingles with are also early risers "especially if you're on the west coast where it's three hours behind."

He's learned his lesson well, getting up at 5:45 a.m. every day -- even weekends.

But even the earliest bird gets a little bird-brained adjusting to Daylight Saving Time and Leach believes, "people have a harder time adjusting to it then they realize -- especially the first Monday."

Leach isn't just clocking off: He's recording a mass wake-up call with help from Maxwell House Coffee.

Folks who call 1-866-642-2557 can set a time when Leach will call with a recorded message telling you "beddy-bye" is over. But don't worry. He promises: "I not will scream or shout and I will be gentle."

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