Do the KIND Thing

“What if you could run a business that helps you succeed financially and also makes the world a better place?"

1. The Power of "AND" in Business

Kindness isn't just about being nice; it’s about finding ways to benefit both your business and society at the same time. Daniel Lubetzky emphasizes the power of "AND" versus "OR" thinking — the idea that a business can be both economically sustainable and socially impactful.

In his early ventures, Lubetzky worked to bring Arab and Israeli innovators together by creating a sun-dried tomato spread. This initiative combined economic opportunity with a social mission to foster collaboration across political divides. He leveraged the "AND" philosophy to build bridges where others saw walls.

Ultimately, this principle became the backbone of KIND Healthy Snacks. The company designs its products to be wholesome for consumers while also staying ethical in its practices. By focusing on "AND," Lubetzky redefined what a sustainable and principled business could look like.

Examples

• The creation of KIND Healthy Snacks using natural ingredients to promote wellness.
• Forging peace through an entrepreneurial venture involving Israeli and Arab collaborators.
• Prioritizing both financial viability and social good in the company’s mission statement.

2. Align Your Passion with Your Purpose

Lubetzky shows that when you align your passion with your business purpose, you'll have the drive to overcome obstacles. His personal history as a Jewish man with family affected by the Holocaust fueled his deep desire to promote peace through his ventures.

One of his early businesses focused on utilizing shared economic interests to bring people together in the politically volatile Middle East. This passion fed into KIND’s philosophy of promoting relationships and goodwill, an extension of his belief in a better world.

Having a purpose that resonates deeply with your values helps anchor your business journey, even when challenges arise. Instead of being derailed by setbacks, you'll view difficulties as steps toward fulfilling a greater mission.

Examples

• Using sun-dried tomato spread production to unite adversaries from different cultures.
• Deciding to create KIND bars as both a business venture and as a means to inspire thoughtfulness.
• Lubetzky’s commitment to promoting global harmony through every venture he undertakes.

3. Stay True to Your Brand

Consistency in brand identity builds customer trust over time. Lubetzky learned this the hard way when he launched an Asian Teriyaki pepper spread that didn’t align with KIND’s Mediterranean-inspired branding. This led to a drop in sales and consumer trust.

To maintain brand authenticity, understand what your company stands for and ensure every new product or initiative reinforces that identity. When KIND shifted their focus solely to snack bars in health-conscious stores like Whole Foods, consumers associated their niche products with reliability and quality.

By keeping consistent branding, businesses strengthen consumer loyalty and pave the way for long-term success.

Examples

• Launch of KIND bars specifically in health-conscious specialty stores to reach the right audience.
• Failure of the Asian Teriyaki spread due to misalignment with the brand identity.
• Decision to clearly package KIND bars to communicate simplicity and honesty.

4. Simplicity and Natural Products Are Long-Term Winners

Instead of following fleeting trends, Lubetzky advises businesses to create products grounded in nature and simplicity. Jumping onto trends may provide quick payoffs, but sustainable growth comes from remaining authentic and timeless.

KIND bars avoided the low-carb diet craze and instead focused on using natural, whole ingredients. When the low-carb trend passed, KIND’s steady commitment to health and wellness had already secured their customer base and credibility.

Understanding market shifts is important, but prioritizing simplicity and nature creates staying power that outlasts short-lived fads.

Examples

• KIND bars avoided fads and focused on consistent, health-conscious consumers.
• Addition of KIND Nuts and Spices to meet demand for lower-sugar snacks, without compromising brand values.
• Adherence to naturalness while competitors used artificial sweeteners to follow trends.

5. Transparent Marketing Creates Trust

Honest marketing goes further than flashy promises. By being transparent about what’s in their products, KIND gained significant trust from consumers who felt confident in the brand’s authenticity.

For example, KIND bars use transparent wrappers to show the exact product inside. This physical transparency resonates with consumers, reinforcing a "what you see is what you get" ethos. The no-frills naming of products like "Dark Chocolate Cherry Cashew" further signals straightforwardness.

In a world full of overhyped advertising, KIND’s transparent and minimal approach allows customers to feel respected and valued.

Examples

• Transparent packaging showcasing real ingredients in every bar.
• Straightforward product names like "Peanut Butter Dark Chocolate."
• Honest marketing campaigns without exaggerated claims.

6. Empathy Creates Brand Loyalty

People remember brands that make them feel good. Lubetzky harnessed the power of kindness in campaigns like ##kindawesome, which rewarded people spotted performing kind acts with free snacks.

This campaign didn’t just market KIND products; it created a culture of kindness associated directly with the brand. When consumers connect emotionally with a business’s values, they’re more likely to offer loyalty.

Small actions of showing empathy can translate into large gains in consumer approval and retention.

Examples

• The ##kindawesome campaign that celebrated kind actions among strangers.
• Connecting kindness with snack giveaways, building positive brand associations.
• Focusing on civic empathy to underline KIND’s commitment to social good.

7. Empower Your Team to Succeed

A great brand isn't built alone. Lubetzky learned the importance of letting his team use their strengths and creativity. During a trade show presentation, he stepped aside and allowed his team members to lead product demonstrations, which turned out to be a successful strategy.

Team empowerment fosters ownership and responsibility. KIND employees are encouraged to propose ideas and share responsibility for the brand’s direction, creating a collaborative and motivated work culture.

When employees feel valued and trusted, they become powerful allies in driving the company forward.

Examples

• Stock options offered to all employees to promote shared success.
• Teams leading presentations during important trade shows.
• Open forums for employees to contribute ideas.

8. Resourcefulness Over Frugality

Resourcefulness is about doing more with what you have, rather than just cutting costs. Early in KIND’s history, Lubetzky wasted energy chasing small overdue payments instead of focusing on bigger opportunities. Shifting to a mindset of resourcefulness helped the business prioritize scalable growth.

For instance, when a key retailer (Starbucks) dropped the KIND bars, Lubetzky's team redirected their resources to secure deals with several other coffee chains, broadening their reach.

A resourceful mindset keeps you focused on opportunity instead of on short-term problems.

Examples

• Shifting focus from minor payment disputes to growth strategies.
• Gaining contracts with coffee chains like The Coffee Bean & Tea Leaf after losing Starbucks.
• Redirecting efforts to where they had the chance for impactful returns.

9. Thoughtfulness Extends to Both Products and Practices

KIND isn’t just a name; it’s Lubetzky’s guiding principle. This means kindness extends not only to what they sell, but also to how they act.

From using clean, high-quality ingredients to fair treatment of employees, KIND reflects thoughtfulness in all decisions. These values resonate with their customers, creating a loyal following who feel good about supporting the brand.

The lesson? Thoughtful decisions create a strong foundation for lasting success.

Examples

• KIND’s dedication to natural, responsibly sourced ingredients.
• Employee benefits like equal treatment and stock ownership.
• Initiatives like assisting communities with health education programs.

Takeaways

1. Focus on creating products that align with both your values and consumer needs for long-term impact.
2. Approach resource allocation thoughtfully, prioritizing opportunity over penny-pinching.
3. Empower your team by treating them as collaborators and providing shared ownership in success.