3. Be disciplined. In the early days of PeaceWorks, Lubetzky rushed into developing multiple brands. "I was a little bit overeager and developed too many products too quickly," he recalled. Though his experimenting paid off with the sudden popularity of his KIND Bars, he realized that creating a separate company for this product would see more growth by developing a single, powerful brand. "I learned how to be disciplined and to focus," he said.
4. Don't try to conquer the world all at once. When seeking distribution for his products in the early days of PeaceWorks, Lubetzky took a shotgun approach to finding stores to carry his products, which include satay sauce and pesto. "We were so hungry, excited and naïve that I would just knock on any door," he said. By the time he started KIND, he realized it was better to take his time and grow strategically rather than to force things.
"We knew our core consumer was in the natural stores," he said. "Once we saturated the natural stores, we expanded into specialty stores. Then, when we were really strong, we went into the grocery aisles and national supermarkets. Only then did we start going into alternative channels, like coffee shops and mass retailers."