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Zusammenfassung von Do the KIND Thing

Name: Do the KIND Thing
Rating: 4 (23 reviews)
Author: Daniel Lubetzky

Daniel Lubetzky

Think Boundlessly, Work Purposefully, Live Passionately

4 (23 Bewertungen)

15 Min.

Kurz zusammengefasst

Do the KIND Thing by Daniel Lubetzky is a guide on how to build a successful business while remaining socially responsible. It presents the story of KIND, a snack company built on values, and offers insights on how to create a positive impact through entrepreneurship.

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Do the KIND Thing
in 7 Kernaussagen verstehen

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Kernaussage 1 von 7

What’s in it for me? Discover how to sell great products while doing the kind thing.

Most people link a company’s success solely to profit and growth. But Daniel Lubetzky, the creator of the popular KIND Healthy Snacks, encourages companies not only to focus on numbers, but also to do the kind thing.

These blinks take a closer look at the ten central tenets of doing the kind thing, teaching you how to run a business that is both economically sustainable and socially impactful. Learn how practices such as insisting on the word “and,” being true to your brand and staying grounded in nature will help you sell great products, all while making the world a better place.

In these blinks, you’ll discover

what sun-dried tomato spread has to do with forging peace;
why see-through wrapping can earn people’s trust; and
how giving your seat to an elderly subway passenger might earn you some snack bars.

Being kind to yourself and the world is the first tenet of the KIND philosophy.

Author Daniel Lubetzky built his company, KIND, around the idea of a business that was both economically sustainable and socially impactful. His motto, of course, was “Do the KIND thing.” Let’s take a closer look at what kindness means to the author.

On one hand, kindness implies taking care of your own body by, for instance, eating healthy foods or using gentle cosmetics. KIND got started by releasing its line of KIND Healthy Snacks, which, instead of containing synthetic emulsions and pastes, are made from the finest whole nuts and fruits.

Doing the KIND thing is also about being kind to the world, a principle that shaped the author’s 1994 cooperative venture that brought Arab and Israeli innovators together to create a line of KIND products. KIND proved that a company can come up with production processes that help forge social change by building bridges between people, even those on opposing sides of a political conflict.

The philosophy behind KIND is to think in terms of “AND” instead of “OR,” so that opportunities arise that benefit not only oneself, but also the world.

Many people seem to think that a business will be either economically sustainable or socially impactful, as if these two models were mutually exclusive. But this isn’t the case. People should shift their perspective and take the stance that a business must be economically sustainable and socially impactful.

The philosophy of KIND can be applied by all sorts of entrepreneurs who want to challenge their assumptions about what is truly attainable, and build businesses that are both kind to themselves and to the world at large.

KIND’s second and third tenets encourage making a passion your purpose, and achieving it through determination.

Many entrepreneurs start their businesses with dreams of power and financial gain. But these goals rarely help them when they encounter bumps in the road. Since the journey toward your business goals will always be turbulent, you’ll need a purpose that will fuel you and keep you on track.

Consider the author’s story. With a Jewish background and family members who had suffered in concentration camps during the Second World War, he is passionate about creating peace.

KIND’s fourth tenet entails being true to your brand to earn your customers’ trust.

Any business seeking long-term success must be willing to create a brand that people trust – but this is only possible if you stay true to your word. Start by asking yourself what it is about your brand that consumers can rely on.

The author failed to ask himself this question when launching a new sweet-and-spicy Asian Teriyaki pepper spread; the esoteric Asian flavor had nothing to do with the KIND brand, which was based on Mediterranean flavors.

Keeping products simple and grounded in nature is KIND’s fifth tenet; staying on brand when innovating is the sixth.

Today’s marketplace is flooded with cheaply manufactured products that respond to fluctuating trends. These trends are short lived, and consumer demand shifts accordingly. But if your products are honest and down to earth, you’ll ensure your business has staying power.

This idea makes up the fifth KIND tenet, and is what led the author’s snack bar to sustainable success. How? Well, if he had created a low-carb version of the snack bar in order to jump on the low-carb bandwagon, he might have experienced some temporary success. But it wouldn’t have lasted, since this trend came and went in the same way all consumer trends do.

Transparent and authentic marketing is the seventh KIND tenet.

Everywhere we look, we’re bombarded with advertising for all manner of consumer products. Though these ads promise happier lives and fulfilled dreams, the products often only disappoint us. Why? Because they can’t live up to their own marketing.

Extravagant promises are just another way of damaging your customers’ trust. If your product is authentic and your campaigns are transparent, you’ll make your brand more trustworthy than others on the market. Use your products’ names, designs and marketing to ensure that what customers see is exactly what they get.

KIND’s eighth tenet is showing empathy, and its ninth is trusting your team to lead.

There’s no denying that it feels great when someone does you a favor or gives you a compliment. In fact, you’ll probably want to spend more time with that person because of it. Why not make your brand do the same thing by celebrating empathy?

As part of a promotional campaign, KIND developed the #kindawesome cards, which were to be handed out to people in public performing kind acts. If, for instance, someone on the subway offered their seat to an elderly or pregnant woman, and a person from KIND spotted them, the thoughtful passenger would be handed a #kindawesome card with a code that could be entered on the KIND website. This code would then unlock a packet of snacks that would be sent to the person’s address.

KIND’s tenth tenet encompasses a focus on resourcefulness and the empowerment of your team members.

Running a kind business is demanding, and it’s vital that you keep your team going, even in the face of setbacks. But how? Enter the tenth and final tenet of the kind philosophy: a focus on resourcefulness and empowering your team.

So what does it mean to be resourceful? Well, for one thing, it’s not the same as being frugal. If the main priority in your business is frugality, your team members’ concern with budgets will come at the expense of other important aspects.

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Worum geht es in Do the KIND Thing?

Do the KIND Thing (2015) passes along the valuable lessons the author learned while building his successful and ethical brand. These blinks guide you through the ten fundamental tenets of creating a business that benefits the individual and the world, and is prosperous too.

Wer Do the KIND Thing lesen sollte

Entrepreneurs interested in making a positive impact with their brand
Anyone that doubts the possibility of a socially conscious and financially successful business
Business owners who want to create a brand that people trust

Über den Autor

Daniel Lubetzky is a social entrepreneur. He is the founder of PeaceWorks and KIND Healthy Snacks, and his work in business has been recognized by the World Economic Forum, BusinessWeek and TIME magazine.

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