Author: Daniel Lubetzky
Daniel Lubetzky started out as a law student who cared deeply about bringing people from different backgrounds together. He went on to become the CEO of KIND Snacks, a multibillion-dollar company built on honesty and strong values. In this memoir, he shares lessons on leadership, staying true to one’s beliefs, and building a business that stands for something more than just financial gain.
Lubetzky published Do the KIND Thing in 2015 while still running the company. The story covers his early life in Mexico, his school years in the U.S., and his work across New York and the Middle East—all leading to the rise of KIND as a global brand. It begins with memories of his father, a Holocaust survivor, who shaped his belief that business should do more than make a profit.
While studying law at Stanford, Lubetzky traveled to the Middle East and saw something that stayed with him—Arab and Israeli vendors selling the same products just a few feet apart. “I wanted to create a business that brought people together,” he wrote.
That idea led to PeaceWorks, a startup that sold products made by people from opposite sides of conflicts. But the market wasn’t interested. “Nobody was asking for peace through sun-dried tomato spread,” he joked. Still, the experience helped him realize that he didn’t just want to sell products—he wanted them to mean something.
Years later, that same idea returned in the form of a snack bar. KIND would be simple and honest: real ingredients, clearly visible through the wrapper. “If I couldn’t explain the product in one honest sentence, I wasn’t interested,” he said. He used his own savings, delivered the bars by hand, and spent years living on the financial edge. “I was afraid to open my bank account,” he admitted.
At first, most buyers didn’t take the idea seriously. Healthy snacks were more expensive to make, and stores weren’t convinced. Even after some small wins, it was hard to get KIND onto shelves. But Lubetzky refused to cut corners. “I was building something I wanted my kids to be proud of.”
As KIND grew, the pressure to grow faster and chase trends increased. Advisors urged him to lower costs and follow the crowd. But he pushed back. “People think kindness is soft,” he wrote. “But sticking to your principles when everything’s on the line—that’s hard.”
It took years, but his commitment paid off. KIND became a brand known in homes across the country.
Lubetzky wrote this memoir to show that doing good and running a successful business don’t have to be opposites. He shares not just how KIND grew, but why it mattered—and encourages others to believe that values can be part of the plan from the start. His message is simple: with creativity, determination, and a clear sense of purpose, business can bring people together and create real, lasting impact.