A good kind of business
”Our society is going to have no option but to try to tackle some of the gigantic challenges that we face by relying on the private sector and the market forces, because the power of market-based solutions it that they're scalable and self-sustainable.” - Daniel Lubetzky, founder and CEO of KIND
The company KIND was founded in 2004 and has today grown to become a organization with sales over $1 billion and over 600 employees. The name of the game for KIND is kindness; to integrate it into everything they do. This is the core of the company and the tagline is kind to your body and your taste buds. KIND was founded to offer healthy and delicious bars to people who couldn´t find a good quick meal. That´s still their focus even though the number of flavors and the potential impact they have in our society have increased over the years. Daniel Lubetzky, founder and CEO, talks about the reactions people often have when he tells them about the genuine quest for kindness. Many think that there must be a trade-off in excellence and profits when focusing on being genuinely good as a business. These comments from Daniel are a good response to this:
”Being kind is not synonymous with mediocrity. Some people think if you´re kind, you´re soft and you´re a pushover, but for us nothing could be further from the truth. It is very important to us that the people we hire are hungry and have a commitment to excellence and hard work, but that everything they do is done with kind values.”…
…”I don´t think people primarily choose products or services based on a company´s social mission. They choose a product or service because it provides the best fit for their needs. In the case of a product like ours, people care about quality and taste and nutrition before they care about social commitments to make the world better.”
So, being good will benefit your business only if you offer the best solutions for people needs. If you do, people will feel an eagerness to buy from you. If you take care of them they will stay with you as long as you keep creating the best solutions. The trick is to attract the best people to be able to come up with these solutions. Great people tend to be attracted by a higher purpose; something bigger than profits. If you are on a mission to do good things to the world people will notice and those who share your values will start knocking on your door. So integrating good in you business, as Kind has done, will not only create more demand for your products and services, it will also create a supply of brilliant people who want to be join you on your mission. These people will secure the quality and excellence you need to stay in business and grow your impact in the world. That is the best investment you can make.
Listen to Daniel here when he speaks to US Today about his journey and how to build a great company by producing kindness around the world: