Daniel Lubetzky

It's Harder, But You Are More Likely to Win if You Think for Yourself

Senior Entrepreneurship Writer at CNBC
5 min read

Sheep don’t conquer mountains. That’s how Daniel Lubetzky feels about it, anyway.

The founder of KIND Snacks says aspiring entrepreneurs won’t win if they simply follow the trend. “It’s very unlikely that you are going to succeed if you are just doing a ‘me too’ version of something else,” he said at the recent Entrepreneur 360 conference in New York City. “There needs to be a unique selling proposition.”

New York City-based KIND, which launched in 2004, employees 300 workers and has sold more than 1 billion of its nut-based bars. The key to KIND’s success is that its snacks are both healthy and delicious, a proposition which, particularly back in 2004, was largely unheard of. For on-the-go snackers, the choice was often either a healthy snack bar or a tasty candy bar.

Related: Having an Ego Is Healthy. Letting It Get Between You and Your Co-Workers Is Not.

Lubetzky decided there should be a third option that combined both.  “You are more likely to succeed if you just think for yourself than if you just try to follow somebody else,” he said.

KIND is also leading the effort for the government to reconsider what it defines as “healthy.” Last April, the company was hit with a warning from the FDA, which claimed that some of its bars contained too much fat to be marketed as a healthy product. Last month, KIND filed a citizen petition asking the FDA to update its standards, arguing that fatty foods with proven health benefits such as nuts, salmon and avocados should be seen as healthy.

To hear more from Lubetzky on how to think like a leader, watch the video above.

Related: The Important Reason This Founder Keeps a Jar of Teriyaki Pepper Spread in His Office

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