Daniel Lubetzky abandoned his law career to build PeaceWorks, a mission-driven food company sourcing products across Israeli-Arab conflict zones—but discovered consumers don't buy causes, they buy products. After a distributor dropped his yogurt bar overnight, he pivoted to KIND bars, transparent-wrapped whole-nut snacks that became a $5 billion brand, teaching him that mission must enhance, not drive, sales. Consumers purchase products they enjoy, not social missions; leading with cause over product quality repels buyers and limits growth. Control over manufacturing and supply chains is critical—losing it to partners cost Lubetzky revenue when formulations changed without his approval.