Daniel Lubetzky attributes a formative lesson to his grandfather: a man who is too proud to pick up a penny is not worth a penny. He practices humility by physically picking up pennies to keep ego in check. He emphasizes consistency as the core of brand-building and warns that trying to please everyone pleases no one. He defines a great brand as a promise well-kept and stresses clarity about what a brand stands for and what it is not. He credits Kind's retail growth to persistent, hands-on effort to secure shelf placement one store at a time.
"My grandfather was a rancher in Mexico. He was a cattleman. He said, a man who is too proud to pick up a penny is not worth a penny," said Lubetzky, who was also a recurring guest on Shark Tank. "Be humble enough to appreciate that one penny. I'm walking the street, I will bend over and pick up the penny because ego is the only thing more powerful than greed."
"Be consistent. Don't try to change things because if you try to please everybody, you're going to please nobody," he said. "What does my brand stand for? And more importantly, what is it not? A brand is a promise; a great brand is a promise well-kept. Consistency is everything."
"I was on a date with my wife and I would ask her, before she was my wife, hold on I need to check into this bodega. And I would sell, or try to get my product onto the right shelves, one at a time. And slowly but surely,"
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