Do the KIND Thing

1. Embrace the "AND" Philosophy: Challenge False Compromises

At KIND we pride ourselves on creating new paths and models that avoid that kind of false compromise. Instead of "Or," we say "AND."

Challenge assumptions. The "AND" philosophy encourages thinking beyond apparent contradictions to find innovative solutions. It's about refusing to settle for less and being willing to take greater risks.

Question the status quo. This approach involves critically examining established practices and beliefs, often leading to breakthroughs that others miss. By questioning assumptions, companies can uncover opportunities for growth and improvement that may not be immediately obvious.

Invest in quality. The "AND" philosophy often requires investing more upfront, but it can lead to superior products and services. For KIND, this meant using whole nuts and fruits in their bars, even though it was more expensive and challenging to manufacture.

2. Purpose Fuels Passion and Drives Success

If you can find a purpose that defines you and imbues you with meaning, then channeling that passion and energy toward your business or vocation can be a source of near invincibility.

Align business with purpose. A clear sense of purpose can provide direction and motivation, especially during challenging times. It serves as a rallying point for team members and can attract like-minded customers and partners.

Balance profit and social impact. KIND's approach demonstrates that businesses can be profitable while also making a positive impact on society. This "not-only-for-profit" model can lead to more sustainable and fulfilling business practices.

Let purpose guide decisions. When faced with difficult choices, referring back to your core purpose can help ensure that decisions align with your values and long-term goals.

3. Grit: Perseverance in the Face of Adversity

I couldn't quit. I was going to make this work.

Embrace challenges. Grit involves pushing through difficulties and setbacks, viewing them as opportunities for growth rather than insurmountable obstacles.

Learn from failures. Each failure can provide valuable lessons that contribute to future success. Lubetzky's early struggles with PeaceWorks laid the groundwork for KIND's success.

Maintain focus. Grit requires staying committed to your goals, even when immediate results aren't visible. This persistent focus can help overcome short-term setbacks and lead to long-term success.

4. Truth and Discipline: Stay True to Your Brand Promise

Staying true to your brand is harder and more important than many realize.

Define your brand promise. Clearly understand what your brand stands for and consistently deliver on that promise. This builds trust and loyalty among customers.

Resist temptation to dilute. Avoid the temptation to expand too quickly or follow trends that don't align with your core values. This discipline helps maintain brand integrity.

Learn from mistakes. Lubetzky shares how early missteps with PeaceWorks, such as expanding into too many product lines too quickly, informed KIND's more focused approach.

5. Simplicity and Humility: Keys to Staying Grounded

To keep myself grounded, I constantly think about the parable of the forty-nine coins.

Embrace simplicity. In product design, marketing, and operations, strive for simplicity. This can lead to more efficient processes and clearer communication with customers.

Practice humility. Remember that success is often a combination of hard work and favorable circumstances. Staying humble can help you remain open to new ideas and improvements.

Avoid excess. As businesses grow, there's a temptation to become wasteful. Maintaining a mindset of resourcefulness, even when successful, can help keep a company lean and adaptable.

6. Originality: Unlocking Boundless Thinking

There's a way to incorporate rigorous thinking into our lives. You can also teach your team to run a formal brainstorming process in which you think with AND.

Encourage creative thinking. Foster an environment where team members feel comfortable sharing unconventional ideas. This can lead to innovative solutions and products.

Question assumptions. Regularly challenge the status quo and ask why things are done a certain way. This can uncover opportunities for improvement and innovation.

Balance creativity and practicality. While encouraging boundless thinking, also develop processes to evaluate and implement the most promising ideas effectively.

7. Transparency and Authenticity Build Trust

Transparency and authenticity may be the values most associated with KIND by our consumers, largely because of our clear wrappers (literally transparent).

Be open with stakeholders. Transparency in communication with customers, team members, and partners builds trust and loyalty.

Own your mistakes. When errors occur, acknowledge them openly and take steps to correct them. This honesty can strengthen relationships with customers and team members.

Align actions with values. Ensure that your business practices consistently reflect your stated values. This authenticity resonates with consumers and builds brand loyalty.

8. Empathy: The Foundation of Human Connection

My burning commitment to build bridges stems from a survival instinct: to prevent what happened to my dad from happening again to other human beings.

Understand others' perspectives. Cultivate the ability to see situations from different viewpoints. This can lead to better problem-solving and stronger relationships.

Create a culture of kindness. Encourage and celebrate acts of kindness within your organization and community. This can foster a positive work environment and strengthen brand identity.

Use empathy in business decisions. Consider how your actions affect all stakeholders. This approach can lead to more sustainable and ethical business practices.

9. Trust Your Team to Lead and Grow

My main role now that KIND has five hundred team members is to provide a vision, to inspire and to coach the team—to nurture the culture I have created.

Delegate responsibilities. As a company grows, it's crucial for leaders to step back and allow team members to take on more leadership roles.

Invest in team development. Provide opportunities for team members to grow their skills and take on new challenges. This can lead to a more capable and motivated workforce.

Balance guidance and autonomy. Find the right balance between providing direction and allowing team members to make their own decisions and learn from their experiences.

10. Foster a Culture of Ownership and Resourcefulness

We have to create a culture in which everyone remembers that every order, big or small—and every interaction, every moment—will define what our company is today and what it will become tomorrow.

Encourage entrepreneurial thinking. Foster a mindset where every team member feels a sense of ownership over their work and the company's success.

Celebrate resourcefulness. Recognize and reward team members who find innovative solutions to challenges, especially when resources are limited.

Build a shared vision. Ensure that all team members understand and feel connected to the company's mission and values. This shared purpose can drive motivation and performance.

Last updated: November 16, 2024