Do the KIND Thing

I’ve written before about how for the past several years, the Villanova School of Business (VSB – the #1 ranked undergraduate business school!) has selected a book for the incoming freshmen to read over the summer. The program is known as the Read to Lead program, and the cost of the books is generously funded by EY, one of the Big 4 public accounting firms.

The book that incoming students will be reading this summer is “Do the KIND Thing” by the founder of the KIND Healthy Snacks company, Daniel Lubetzky.

I’ve read through the book twice at this point so that I can think about how to integrate the lessons offered in the book into our Intro to Business course. Lubetzky offers 10 core tenets for succeeding in business:

  • Thinking with AND: An Introduction to Avoiding False Compromises
  • Purpose: A Fuel for Your Passion
  • Grit: Steadfastly Advancing your Vision
  • Truth and Discipline: Staying True to the Brand and to Yourself
  • Keeping It Simple: Practicing Restraint to Stay Grounded
  • Originality: Unlocking the Ability to Think Boundlessly
  • Transparency and Authenticity: The Value of Open Communication
  • Empathy: Channeling the Ability to Connect and Create Community
  • Trust: Learning to Let Others Lead
  • Ownership and Resourcefulness: Building a  Culture with Staying Power

Throughout the book, Lubetzky offers words of advice that were often learned the hard way – through failure.

One of the phrases I liked that Lubetzky uses in the book is “not only for profit”; to describe a business that is not a non-profit, but works hard to earn a profit, while also having social goals.

Lubetzky’s overall mission in life is to foster economic cooperation between conflict-torn peoples as a way to help them get to know one another, create an incentive to build a shared future, and achieve peace. It’s certainly a lofty ambition, and one that he believes he can achieve through the success of the KIND Company.

The book is not only an inspirational story of how Lubetzky overcome some significant obstacles to turn KIND into one of the great success stories of the past decade, but also a great opportunity to market the KIND brand.

All hype and bias aside, it really seems like a great company, not only in terms of the products it makes, but in terms of trying to make a difference through what it calls the KIND Movement. Two particular programs stand out.

The first is the #kindawesome card program. #kindawesome is a little program started in 2013 to empower the KIND team to spot and celebrate acts of kindness happening around them. It’s one of our favorite ways to spread the KIND Movement – the company’s social mission to make the world a little kinder.

Here’s how it works:

  1. Spot someone being kind.
  2. Go to
  3. Share a #kindawesome card by email, text, Facebook or Twitter to celebrate that person’s act of kindness.
  4. Poof, the #kindawesome card is redeemed for a KIND snack! And another #kindawesome card to pay it forward.
  5. That #kindawesome card is passed on after another kind act is done, and so on.

The second program is the KIND Causes initiative. This program allows anyone to upload to the company’s web site an idea to make the world a better place. Each month, members (people like you and I), login and vote for the project of their choice. The way they vote is by pledging to do a kind act. The cause that gathers the most votes receives a $10,000 grant and support from the KIND company to make the idea a reality. The eventual goal is to build this platform into a KIND exchange. Not only will the company sponsor one project per month, but there will be thousands of projects that the community can support.

Here’s the link to the KIND Causes web site, where you can see the variety of projects that are currently seeking funding.

So if you are looking for a quick, but inspirational book to read, I highly recommend “Do the KIND Thing”.

One of Lubetzky’s dreams is that when someone says “Do the…” the response is “KIND thing”. I hope that dream becomes a reality, as does of his goal of making the world a more peaceful, and more KIND place.


Published by

Jim Borden

Accounting Prof. at Villanova; happily married for 30+ years; father of 3 outstanding young men; vegan; interests: fitness, creativity, education, blogging, social media.

3 thoughts on “Do the KIND Thing”

  1. Great site you have here but I was wondering if you knew of any user discussion forums that cover
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    If you have any suggestions, please let me know. Cheers!



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