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.