I'm in the middle of reading Do the KIND Thing by Daniel Lubetzky.
Lubetzky is the founder of KIND Healthy Snacks, a brand of snacks that aims to be "KIND to your body, your taste buds, and the world."
I love the nutty goodness of KIND snacks, of course. (Madagascar Vanilla Almond is my personal favorite. And no, I have received no endorsement from Lubetzky or his company.) Secondary to the KIND products, what I love most is the purpose behind the company -- an effort to make the world a little kinder.
If you haven't yet read Lubetzky's book, the company's website sums it up like this: "One simple belief underpins it all: There's more to business than profit."
I couldn't agree more. But let's face it, with too little or no profit, you do not have a sustainable business. The U.S. Small Business Administration estimates 550,000 small businesses close each year and half of all new businesses go out of business in five years or less.
We can all agree that profit is important, but if that's all that drives you, you may find yourself running out of motivation especially when times get tough.
As a social entrepreneur like Lubetzky (albeit on a much smaller scale!), I am always interested in learning more about what my colleagues are doing, what they are thinking, how they are succeeding. What is it that motivates them and keeps them charging through the ups and downs that are so much a part of the fabric of operating a company?
Turning the pages of Lubetzky's book, I was struck by these words: "If you can find a purpose that defines you and imbues you with meaning, then channeling that passion and energy toward your business or vocation can be a source of near invincibility."
Near invincibility.
My good friends at Merriam-Webster define invincibility as being "incapable of being conquered, overcome, or subdued." Who wouldn't want his or her company to be invincible or nearly invincible?
I don't think every company needs to make giving back or philanthropy its main mission to give it purpose, as Smile Squared has done.
Lubetzky suggests you must start with an excellent product. The product sells the product.
But I do think there is a role for goodness, for charity, for kindness or whatever you want to call it somewhere in every business. In other words, tying your company to a greater purpose is often good business. That purpose may sustain you in times of stress or overwork. That purpose may push you past that critical fifth year, a major hurdle my own company is about to confront.
The U.S. Small Business Administration has an article on its website that lists 20 questions entrepreneur wannabes should ask themselves before they start a business. The goal is to make sure entrepreneurs consider the right key issues on the front end.
Guess the first question? "Why am I starting a business?"
Back to Lubetzky's point. Finding your purpose and channeling your energy to that purpose helps me stay true to my beliefs. Every day I have to remind myself of the real reason I started my company. It was a gut reaction to my experiences while I volunteered at a dental clinic for disadvantaged children in Guatemala. I was startled by the children's unhealthy teeth and gums. That drove me to try and create a solution, through a business, that would provide free toothbrushes to children like the ones I saw in Guatemala. I want our customers to realize they are making an impact through the simple purchase of toothbrushes.
When I find myself consumed with our balance sheet, finding new retailers, expanding our products, redesigning our packaging, website, or whatever, I make myself go back and remember the reason I started Smile Squared. I want it to succeed more than anything. I want to offer high quality products. I want to take care of our customers.
But it's got to be about more than profits, products or even customers.
"Pursuing what you believe in," Lubetzky writes, "already constitutes success regardless of the outcome."
To be honest, I don't feel nearly invincible just yet. But my pursuit continues...