BW is really all about routine, not schedule. So the sample routines in the books that start at 7 am are just that - samples. The idea behind EASY is that it starts when your bub starts. I NEVER wake dd in the am - my EASY routine starts when she gets up - and always has since birth. So somedays, it starts at 7, sometimes at 7:30, rarely at 8:30, but since it's a routine, it doesn't matter what time I start. So, if he tends to wake between 8 and 9, that's when you start your EASY. Now, that does mean his bedtime will then be between 8 and 9. But some bubs are late starters, and that works for them. There's no reason you must start your day at 7. Go with what works for your bub.