KIND's $5B secret has nothing to do with snacks: Daniel Lubetzky

But going back to failures, When I started PeaceWorks, my first company before Kind, it was a company to use business to bring Israelis, Palestinians, Jordanians, Egyptians, and Turks to trade with one another, to build business together, because I thought making progress in the Arab-Israeli conflict was going to be my life's mission.

And I've worked in that 30, 40 years.

And unfortunately, instead of us conquering it, that mindset has conquered the world of division and we need to now reverse it.

And we can and we will.

And we have done a lot of things and we've made headway, but we have our work cut out for us.

You're a CEO of an incredibly successful brand.

What do most CEOs not understand about conflict?

Hearty disagreement is essential to a successful culture.

It's not bad.

It's not just not bad.

It's good.

But you just need to catalyze it to constructive means.

Everybody's, oh, that's fine.

Oh, that's fine.

then mediocrity sips in and you can't get out.

It'll be a mediocre culture.

You need to replace a nice culture with a kind culture.

The difference between nice and kind is a nice culture, everybody's polite.

A kind culture, everybody's honest.

The difference between being polite is It's not bad to be polite, to be nice, but it doesn't require strength.

Kindness, the kindness of giving constructive, earnest feedback requires a lot of strength.

I

agree.

A nice person doesn't bully, but a kind person stands up to the bully.

That's right.