Daniel Lubetzky – Do the KIND Thing: Book Review & Audio Summary

Book Info

• Book name: Do the KIND Thing: Think Boundlessly, Work Purposefully, Live Passionately
• Author: Daniel Lubetzky
• Genre: Business & Economics, Self-Help & Personal Development
• Pages: 272
• Published Year: 2013
• Publisher: Currency
• Language: English

Audio Summary

Synopsis

In “Do the KIND Thing,” Daniel Lubetzky, founder of KIND Healthy Snacks, challenges the notion that businesses must choose between profit and purpose. Through his personal journey of building KIND from the ground up, Lubetzky presents ten core tenets that demonstrate how companies can be both economically sustainable and socially impactful. From his passion for peacebuilding rooted in his family’s Holocaust history to selling snack bars door-to-door across America, Lubetzky shares hard-won lessons about staying true to your brand, thinking in terms of “and” instead of “or,” and maintaining determination when obstacles arise. This isn’t just another business book—it’s a blueprint for creating meaningful change while building a successful enterprise.

Key Takeaways

• Reject the false choice between profit and purpose—businesses can and should be both economically sustainable AND socially impactful
• Connect your business to a deeper passion or purpose that will sustain you through inevitable challenges and setbacks
• Stay true to your brand identity and values, even when it means turning down short-term opportunities that don’t align
• Focus on channels and partnerships where your product truly resonates rather than trying to be everywhere at once
• Practice kindness to yourself, your customers, and the world through thoughtful product development and business practices

My Summary

Why the World Needs More KIND Businesses

I’ll be honest—when I first picked up “Do the KIND Thing,” I was skeptical. Another business book promising to revolutionize how we think about commerce? But Daniel Lubetzky’s approach genuinely surprised me. This isn’t some pie-in-the-sky manifesto written by someone who inherited wealth and now wants to lecture the rest of us about doing good. This is a practical, boots-on-the-ground guide from someone who literally went door-to-door selling snack bars because he believed in something bigger than quarterly earnings.

What struck me most about Lubetzky’s philosophy is how it challenges one of the most persistent and damaging myths in business: that you must choose between doing well and doing good. We’ve been conditioned to think in terms of “or”—either you build a profitable company or you pursue social impact. Either you focus on shareholders or you focus on stakeholders. Lubetzky’s central argument is beautifully simple yet revolutionary: replace “or” with “and.”

The Power of “And” Thinking

This concept of “and” versus “or” thinking runs throughout the entire book, and honestly, it’s changed how I look at decisions in my own life and work. We live in a world that loves binary choices. You’re either a dreamer or a realist. You’re either creative or analytical. You’re either focused on growth or focused on sustainability.

But Lubetzky argues—and demonstrates through his own experience—that these false dichotomies limit our potential. KIND Snacks proved that a company could create genuinely healthy products AND be profitable. They could bring together people from conflicting backgrounds (Palestinians, Israelis, Egyptians, and Turks working together on a sun-dried tomato spread) AND build a viable business model.

The practical application of this mindset extends far beyond business. In my own work as a blogger and former author, I’ve often felt torn between writing what I’m passionate about and writing what gets clicks. Lubetzky’s framework suggests I should be asking: How can I write content that serves my authentic interests AND resonates with readers? How can I build a sustainable blog AND maintain my creative integrity?

This isn’t just positive thinking or wishful idealism. It’s about expanding your problem-solving capacity by refusing to accept artificial constraints. When you stop seeing everything as a zero-sum game, you start finding creative solutions that benefit multiple stakeholders simultaneously.

When Passion Meets Purpose

One of the most compelling aspects of Lubetzky’s story is how deeply personal his business mission is. His passion for peacebuilding didn’t come from a business school case study—it came from his family’s experience during the Holocaust. His father survived Dachau concentration camp, and this history fundamentally shaped Lubetzky’s worldview and business philosophy.

This is the second and third tenet of the KIND philosophy: make your passion your purpose, and pursue it with unwavering determination. I think this is where many business books fall short—they treat purpose as a marketing strategy rather than a genuine driving force. Lubetzky’s approach is different because his purpose is authentic and deeply felt.

When he created that cooperative venture in 1994 bringing together Arab and Israeli innovators, it wasn’t a publicity stunt. It was a manifestation of his core belief that business could be a force for reconciliation and understanding. And here’s what I find so instructive: this wasn’t easy. It would have been far simpler to just source ingredients conventionally and avoid the complications of cross-cultural collaboration in a conflict zone.

But that difficulty is precisely the point. Lubetzky argues that doing the right thing often requires significantly more effort than taking the easy path. This is why you need genuine passion—because when things get hard (and they will), profit motive alone won’t sustain you through 3 a.m. doubts and seemingly insurmountable obstacles.

I’ve seen this principle play out in my own career transitions. When I was writing books purely because I thought they’d sell, I burned out quickly. The moment I shifted to writing about topics that genuinely fascinated me—even when the market seemed smaller—I found reserves of energy and persistence I didn’t know I had. The work became sustainable because it was meaningful.

The Real Cost of Determination

Let’s talk about what determination actually looks like, because I think we often romanticize it. Lubetzky’s story includes him literally traveling door-to-door across America selling KIND bars. Imagine that for a moment—the founder of what would become a major brand, schlepping from store to store, facing rejection after rejection.

The challenges were substantial. KIND bars cost more to produce because they used real, whole ingredients instead of cheap emulsions and pastes. They were entering a market where “healthy snacks” was practically an oxymoron. Retailers were skeptical. Consumers were unfamiliar with the concept. Every logical business analysis probably said: simplify your ingredients, lower your costs, follow the established playbook.

But Lubetzky stuck to his values. This determination wasn’t stubbornness for its own sake—it was a calculated bet that consumers would eventually recognize and reward authentic quality. And he was right, but it took years of grinding effort to reach that point.

What I appreciate about Lubetzky’s honesty is that he doesn’t pretend this was easy or that success was inevitable. He shares the struggles, the moments of doubt, the times when the easy compromise looked awfully tempting. This authenticity makes the book far more valuable than those that present entrepreneurship as a smooth journey from idea to IPO.

In today’s context, where we’re constantly bombarded with overnight success stories and viral breakthroughs, this message feels especially important. Real, sustainable success—the kind that creates lasting value and genuine impact—usually requires years of unglamorous, persistent effort.

Brand Integrity Isn’t Optional

The fourth tenet Lubetzky discusses centers on staying true to your brand, and he illustrates this with a fascinating failure story. When KIND launched a sweet and spicy Asian teriyaki pepper spread, it flopped. Not because it was a bad product, but because it had nothing to do with what KIND stood for.

KIND’s identity was built on Mediterranean flavors and straightforward, recognizable ingredients. This esoteric Asian flavor confused customers and damaged their trust in the brand. Sales declined, and Lubetzky learned a crucial lesson: innovation doesn’t mean abandoning your core identity.

This resonates deeply with me because I’ve watched countless brands—and content creators—lose their way by chasing trends that don’t align with their identity. There’s enormous pressure in today’s market to constantly pivot, to jump on whatever’s hot, to be everything to everyone. But this approach is exhausting and ultimately self-defeating.

The most successful brands I’ve observed have clear boundaries. They know what they are and, just as importantly, what they’re not. Apple doesn’t make cheap products. Patagonia doesn’t compromise on environmental standards. KIND doesn’t use artificial ingredients. These constraints aren’t limitations—they’re the foundation of customer trust.

Lubetzky also emphasizes the importance of focusing on channels where your product performs best rather than trying to achieve universal distribution. KIND bars sold 100 units per day in Whole Foods locations but only one or two in generic convenience stores. Rather than viewing this as a failure, Lubetzky recognized it as valuable information about where to concentrate resources.

This selective approach runs counter to conventional growth-at-all-costs mentality, but it’s far more sustainable. It’s better to dominate the right channels than to have mediocre presence everywhere. This principle applies whether you’re selling snack bars or, in my case, creating content. I’ve found far more success focusing on platforms and topics where my work genuinely resonates rather than trying to maintain a presence on every social media platform and cover every trending topic.

Kindness as a Business Strategy

At the heart of everything is this concept of kindness, which might sound soft or naive in a business context but is actually quite sophisticated. Lubetzky defines kindness in two dimensions: being kind to yourself and being kind to the world.

Being kind to yourself means creating products and practices that genuinely benefit users. KIND bars aren’t just marketed as healthy—they actually are healthy, made from whole nuts and fruits you can see and recognize. This isn’t just ethical; it’s smart business. In an age of increasing consumer skepticism and transparency, companies that genuinely deliver on their promises build loyal customer bases.

Being kind to the world means considering your broader impact. Lubetzky’s cooperative venture bringing together people from conflicting regions wasn’t peripheral to his business—it was central to it. He proved that commerce could be a bridge-building force, creating economic incentives for cooperation across political divides.

What I find compelling about this framework is that it’s not charity. Lubetzky isn’t suggesting businesses should sacrifice profitability for social good. He’s arguing that social good and profitability can reinforce each other when thoughtfully integrated. Consumers increasingly want to support companies that align with their values. Employees want to work for organizations with meaningful missions. Investors are recognizing that sustainable, ethical companies often outperform their extractive counterparts over the long term.

Applying KIND Principles to Daily Life

While Lubetzky’s book focuses on business, I’ve found these principles surprisingly applicable to personal decisions and daily life. Here are some ways I’ve been thinking about implementation:

In Career Decisions: Instead of choosing between a job that pays well or a job that’s meaningful, ask how you can find or create work that’s both financially sustainable and personally fulfilling. This might mean negotiating for different responsibilities in your current role, developing side projects that could eventually become primary income sources, or seeking out companies whose missions genuinely align with your values.

In Consumption Choices: The KIND philosophy suggests we should be thoughtful about what we put in our bodies and how our purchases impact the world. This doesn’t mean perfection—it means making conscious choices when possible. Can you support companies that treat workers fairly AND get products you genuinely need? Can you invest in quality items that last AND reduce your environmental footprint?

In Relationship Building: Lubetzky’s emphasis on bridge-building across differences feels especially relevant in our polarized moment. How can we engage with people who hold different views AND maintain our own convictions? How can we be both principled and curious, both firm in our values and open to learning?

In Personal Projects: Whether you’re starting a blog, learning a new skill, or pursuing a creative hobby, connect it to something you genuinely care about. Don’t just chase what seems popular or profitable. Find the intersection of your passion and what provides value to others.

In Community Engagement: Look for opportunities to create value for yourself and others simultaneously. Can you organize a neighborhood initiative that addresses a local problem AND helps you develop new skills? Can you volunteer in ways that align with your professional development goals?

Where the Book Falls Short

As much as I appreciate Lubetzky’s message and story, the book isn’t without limitations. Some readers have noted that it leans heavily on Lubetzky’s personal experiences, which, while engaging, may not always translate directly to other contexts. If you’re looking for a systematic, step-by-step business manual, this might feel too anecdotal.

Additionally, Lubetzky’s success story involves certain advantages that aren’t universally available. He had strong educational credentials (Hebrew University of Jerusalem and Tel Aviv University) and was able to sustain himself through the early lean years of building KIND. Not everyone has the financial cushion or network to go door-to-door selling products while waiting for breakthrough success.

The book also sometimes feels like it’s preaching to the choir. If you’re already inclined toward socially conscious business practices, Lubetzky’s message will resonate deeply. If you’re a hardcore skeptic who believes business is purely about maximizing shareholder value, you might find the arguments insufficiently rigorous or data-driven.

That said, I’d argue these limitations don’t significantly diminish the book’s value. Yes, Lubetzky’s specific journey is unique, but the underlying principles are broadly applicable. And while he doesn’t provide exhaustive quantitative analysis, the proof is in the pudding—KIND became a highly successful company that was eventually acquired by Mars for $5 billion, demonstrating that purpose-driven business can indeed be extremely profitable.

How KIND Compares to Other Business Philosophy Books

In the landscape of purpose-driven business literature, “Do the KIND Thing” occupies interesting territory. It’s less academic than Michael Porter’s work on “Creating Shared Value” but more substantive than purely motivational business books. It shares DNA with books like “Conscious Capitalism” by John Mackey and Raj Sisodia, but feels more personal and accessible.

Where Simon Sinek’s “Start With Why” focuses on the importance of purpose, Lubetzky goes further by providing concrete examples of how to maintain that purpose through challenging growth phases. Where “Good to Great” by Jim Collins focuses on operational excellence, Lubetzky emphasizes values-driven decision-making.

What distinguishes this book is its integration of personal narrative with business principles. Lubetzky doesn’t pretend to be a detached expert dispensing wisdom—he’s sharing his own messy, complicated journey, including failures and pivots. This vulnerability makes the lessons more credible and relatable.

Questions Worth Pondering

As I’ve reflected on Lubetzky’s philosophy, several questions keep surfacing that I think are worth considering, whether you’re an entrepreneur, an employee, or simply someone trying to live more intentionally:

What false “either/or” choices have you accepted in your own life or work? Are there areas where you’ve assumed you must sacrifice one value to pursue another, when actually both might be achievable with creative thinking?

If you were to build a business or project around your deepest passion, what would it be? And more importantly, would that passion sustain you through years of unglamorous work before any recognition or success arrived?

These aren’t rhetorical questions—they’re genuinely challenging to answer honestly. I’m still working through them myself.

Building Something That Matters

What I keep coming back to with “Do the KIND Thing” is this: Lubetzky has given us permission to want more from our work and our businesses. We don’t have to accept the cynical view that commerce is inherently exploitative or that profit and purpose are incompatible.

At the same time, he doesn’t let us off easy. Building a business that’s both economically sustainable and socially impactful requires more work, not less. It requires determination to stick to your values when compromise would be easier. It requires the wisdom to stay true to your brand even when new opportunities beckon. It requires the patience to focus on channels where you truly excel rather than chasing universal appeal.

These principles feel especially relevant as we navigate ongoing conversations about stakeholder capitalism, environmental sustainability, and corporate responsibility. The next generation of consumers and employees increasingly expects companies to stand for something beyond profit. Lubetzky’s work with KIND demonstrates that meeting these expectations isn’t just ethical—it’s viable.

Whether you’re thinking about starting a business, working within an existing organization, or simply trying to make more conscious choices as a consumer, “Do the KIND Thing” offers a framework worth considering. It’s not a magic formula—Lubetzky is clear about the hard work involved—but it is a compelling alternative to business-as-usual.

I’d love to hear your thoughts on this. Have you encountered businesses that successfully balance profit and purpose? What challenges have you faced in trying to align your work with your values? Drop a comment below and let’s continue this conversation. After all, one of the kindest things we can do is share ideas and learn from each other’s experiences.