One of the best things when I was freelancing was that I could wake up whenever I wanted. It doesn't mean I slept all mornings. I just stopped using an alarm clock. I'd naturally wake up at about the same time every day thanks to my body's internal clock rather than the dreading sound of an alarm.
One of the best things about working at Unsplash is that we manage our time however we want, as long as we complete our tasks in a reasonable time. So I can keep waking up without an alarm clock.
I use an alarm when I have something scheduled that I can't miss, but it's very occasional, no more than 10 times a year.
And in case you're wondering, I usually wake up between 6am and 7am.