The Road Taken

"The Road Not Taken" by Robert Frost is one of my favorite poems and has been for a long time. Reading about how Daniel Lubetzky consciously chose to develop the KIND bar and brands in his book Do the KIND Thing reminded me of this.

If you haven't read the poem, you can find it in its entirety here, but below is the last stanza and the one that speaks to this point:
I shall be telling this with a sigh/Somewhere ages and ages hence: Two roads diverged in a wood, and I—I took the one less traveled by, And that has made all the difference.
I have written before how everything we do and do not do is a choice. 

Daniel chose not to make the KIND bar the same as any other bar and chose to ignore all naysayers. As he learned firsthand, when you're trying to teach consumers to think differently or to try a new product that is a first of its kind, it's difficult and requires perseverance and faith. But he had no interest in making a bar like any of the others out there and stuck to his purpose until it got traction.

Once they became popular, this same focus was necessary to determine where to invest their limited resources and where to expand to. It required conscious choice on what their brand was and what was in line with its core. Anything that was not, even if it could be a quick win, was ignored.

And ultimately, these choices and focus helped them succeed.

Have you had to make similar choices? Which road did you take?

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