Bryce says that when you are doing something differently, there will be people who would notice and appreciate your uniqueness.
Not playing by the rules would enable you to do things like hire diverse candidates, or to work remotely, and you would not be seen as a weird outlier. Instead of spending 100% working, founders and employees may also choose to have a life, and with it find a deeper purpose and be better at working for their companies.
There are already a group of companies that are breaking the norms and doing things differently. Zapier, Basecamp, WordPress, among others. The more companies follow suit, the better it will become for the next ones.