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Nice Guys Finish Last? The Founder of KIND Snacks Disagrees | A Bit of Optimism Podcast

Naiveté is one of the most powerful assets an entrepreneur can have. In fact, I think some of the most meaningful things in the world only exist because someone was naive enough to try. Daniel Lubetzky would know. In a crowded category and cutthroat industry, Daniel dared to build a company called KIND. He started with a simple question: how can we help people snack healthily without compromising their values? KIND Bars are now a household name and Daniel achieved his dream of building the culture behind the brand. A culture rooted in trust, long-term thinking, and social good. Essentially, a place where people loved to work and a company that thrived as a result. In this conversation, Daniel and I explore why entrepreneurship is less about ego and more about problem-solving, why brands are promises that must be kept, and how thinking in the short-term erodes trust in both business and society. Daniel’s story doesn’t stop at the wildly successful business he founded. The son of a Holocaust survivor, he grew up with a deep sense of responsibility to prevent hatred and division from taking root again. That calling first led him to create PeaceWorks, bringing people together through commerce, and now fuels his work with the Builders Movement. Builders is an effort to channel curiosity, compassion, and courage to reduce polarization and rebuild trust… together. Some important context, because this episode touches on peace building and polarization, is that it was recorded back in December 2025 and before recent developments in the Middle East. But this episode is about how kindness can be a competitive advantage, how optimism can be strategic, and how each of us has a role to play in building a future that’s more connected than divided. This… is A Bit of Optimism. --------------------------- If you want to learn more about the Daniel’s work with The Builders Movement, head to: https://buildersmovement.org/ Check out the products and work being done at KIND: https://www.kindsnacks.com/ + + + Simon is an unshakable optimist. He believes in a bright future and our ability to build it together. Described as “a visionary thinker with a rare intellect,” Simon has devoted his professional life to help advance a vision of the world that does not yet exist; a world in which the vast majority of people wake up every single morning inspired, feel safe wherever they are and end the day fulfilled by the work that they do. Simon is the author of multiple best-selling books including Start With Why, Leaders Eat Last, Together is Better, and The Infinite Game. + + + Website: http://simonsinek.com/ Live Online Classes: https://simonsinek.com/classes/ Podcast: http://apple.co/simonsinek Instagram: https://instagram.com/simonsinek/ Linkedin: https://linkedin.com/in/simonsinek/ Twitter: https://twitter.com/simonsinek Facebook: https://www.facebook.com/simonsinek Simon’s books: The Infinite Game: https://simonsinek.com/books/the-infinite-game/ Start With Why: https://simonsinek.com/books/start-with-why/ Find Your Why: https://simonsinek.com/books/find-your-why/ Leaders Eat Last: https://simonsinek.com/books/leaders-eat-last/ Together is Better: https://simonsinek.com/books/together-is-better/ + + + #SimonSinek

Simon SinekhostDaniel Lubetzkyguest
Mar 31, 202654mWatch on YouTube ↗

EVERY SPOKEN WORD

  1. SS

    Where did, like, the drive for peace come from, and, and what are you doing to make that naive vision real?

  2. DL

    It started, uh, when I was-

  3. SS

    And I mean that as a compliment, right?

  4. DL

    Yeah, right. [laughs]

  5. SS

    But, you know, no, no, I mean it in a-

  6. DL

    I know. I know you do

  7. SS

    ... I do, which is, which is the ones who succeed are the ones who naiv- are naive enough to believe that it's possible.

  8. DL

    I know. I was teasing you.

  9. SS

    We often think of being naive as a weakness, something we want to avoid, but what if naiveté was actually a superpower? Naiveté describes the willingness to believe that things can be better even when the world around us suggests otherwise. I firmly believe that naiveté is essential for anyone who wants to build something meaningful in the world. My guest today is Daniel Lubetzky, and he proves this. Many people know him as the founder of KIND, the maker of KIND bars, but what really drives Daniel isn't just building a successful company, it's his belief that we can leave the world better than we found it, and he's just naive enough to believe it will happen, which I love. Daniel has since stepped away from KIND and is now working on his next naive project, the Builders Movement, an effort to channel curiosity and compassion into solutions that can reduce polarization in our media, our societies, and indeed, in the world. The conversation you're about to hear was actually recorded in December, before the recent developments in the Middle East. And because this episode touches on peace building and polarization, I wanted to share that context before you listen. I also reached back out to Daniel and asked what's been on his mind since we recorded, and he shared this message. "In this conversation," he said, "you'll hear about my life's mission to pursue peace in the Middle East and build bridges across the world, including through business cooperation and civic activism. I hope what you draw from this conversation," he continues, "are tools to navigate differences between people and even differences within us, to learn to wrestle with complex issues that have no easy answers." This is A Bit of Optimism. [upbeat music] I just met you for the first time five minutes ago, and I have to say, from the minute you walk in, you exude warmth. You know, when you meet the founder of a company, you, uh, in my world, the ideal brand is a reflection of the founder.

  10. DL

    Do you know any world where it's not that case-

  11. SS

    Oh, yes

  12. DL

    ... that the person's personality does not create the culture of the brand?

  13. SS

    It always starts that way, but success is the biggest obstacle.

  14. DL

    Yeah.

  15. SS

    And then whether it's through outside influence or poor management or any number of factors-

  16. DL

    Right

  17. SS

    ... or just taking your eye off the ball-

  18. DL

    Yeah

  19. SS

    ... or being distracted by different goals and objectives, you know, very often it starts to dilute. And so when you meet somebody who has a, literally started a company called KIND, right? And you and I have never met. All I know is you started a company called KIND, and you walk in, and you're like, and you're just like, "Yep," you know?

  20. DL

    [laughs]

  21. SS

    It's a very nice experience when it happens, and you just happen to exude warmth, which is lovely.

  22. DL

    We should just acknowledge, if you don't mind me sharing, that I came into a very warm place, and you have a lot of fun gadgets and things that made me connect very quickly with your warmth, and there's a candle that you walk in, it smells really good, and there's little tiny Meyer lemons, and there's a lot of fun things around here.

  23. SS

    I can tell you from experience that lots of people come in here, and this setting is always the same-

  24. DL

    And they haven't

  25. SS

    ... but their response is, n- it's all over the place. So-

  26. DL

    Yeah

  27. SS

    ... I'm gonna receive your gratitude and, and push it back on you-

  28. DL

    Oh

  29. SS

    ... that it's really, it's really you. [laughs]

  30. DL

    Thank you.

Episode duration: 54:51

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