Daniel Lubetzky is the CEO and founder of
KIND which are these bars. They've
got whole fruit and nuts. They're actually
pretty good if you want to go to the
grocery store and check them out. Get a
little bit of health into your life.
Anyway he wrote this book called Do the
KIND thing where he went through his
entire journey of starting the company
of KIND. It's a pretty big company.
Check out these numbers here. And these
are three things that he learned while
he was starting this company. So let's
jump into it.
Daniel Lubetzky's lesson
number one is yes and yes. Basically,
Daniel says that there are a lot of
options in life, but a lot of the times
those options aren't really options and
you can actually get everything you want.
You can get yes and yes. For
instance, when he was starting KIND
bars he saw a lot of granola bars on the
market that were sugary and everyone in the
market, up to that point, said that a good
granola bar had to be sugary, had to be
like very compact and all this stuff,
but he wanted a fruit and nut bar that
was whole and wholesome so he used his
own thing of yes and yes and he realized
that he could create a bar that not only
was wholesome, but that there would be a market
for and people would buy it. This also went
for his mission. So KIND bar is very
into being kind to each other and making
everyone very cohesive on the earth and
he realized that he didn't have to start
a non-profit for that mission to happen.
He could have a very profitable company
and make a difference in the world.
Yes and yes. And you can use this in your
own business. What are some things
that are holding you back that you could
just say yes to both of them?
Daniel's rule number two is similar to
that yes and yes philosophy. It's donate some
profits to charity
even as a small company. Daniel's first
company took products from the West Bank.
So Israel and Palestine and combine them
together. And his mission was to fuse
these two cultures together by having
them work together. And what he realized
is he was very heavy on the story and the
branding. So all of his branding and all
of his breakdowns of the product, they
wouldn't really talk about the food
itself. It was a sun-dried tomato spread.
They wouldn't really talk about the spread
itself. They would talk more about like
how Israel and Palestine are coming
together and they were shaking hands and it
was all about peace in the Middle East.
What he realized is that you can't really
focus on that mission if the product is
shitty.
So he flipped it on its head with KIND bars
and with KIND bars all he does now is
focus on the quality of the product and
how good these fruit and
nut bars are and yet he donates some
profits to charity. And he's been doing
that since the very beginning of KIND
bar, donating a certain percentage of
profits. He says that this is
something that any company can do. For
Experiment 27, I've been donating between
fifty and a hundred dollars a month to
kiva. Basically, since I've been in
college. And something that I want to
implement in the next year is a profitable
giving program through Experiment 27.
Maybe giving five to ten percent
of our profits away to a charity like
kiva or similar. And then rule number
three is keep it simple. KIND bar
sells or they used to just sell one
thing. Which is fruit and nut bars. And what he
realized, what Daniel realized when
he wanted to expand the market, is there
were a lot of options that he could
pursue. He could even go
and do a granola bar which is instead of
whole fruit and nut maybe it's ground fruit and nut, but
the same ingredients. Even back to
sun-dried tomato spread, other
savory spreads like in the food market.
What he realized is there are some
things that KIND represents and some
things that they don't represent. And he
only iterated around that one product. So
if you look at KIND's current service
offerings right now, current product
offerings. You'll see almost all of them
are still bars and all of them have
whole fruit nuts.
Those are Daniel's three rules. Yes and yes.
Donate some profits to charity and keep
it simple. If you found this video
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