“Entrepreneurial zeal” — Shark Tank’s Daniel Lubetzky reveals what factors make him want to invest 

When it comes to spotting promising ventures, few have the track record of Daniel Lubetzky. The founder of Kind Snacks has built an impressive portfolio through his investment platform Camino Partners, which has committed at least $350 million to growth-stage startups including Cava, Prose, and Barry's. During a conversation with Inc. editor-in-chief Mike Hofman as part of Inc.'s Shark Tank series for Small Business Week, Lubetzky pinpointed the critical quality that drives his investment decisions.

"It's very important to look for that entrepreneurial zeal," Lubetzky explained.

He declared:

"That's so hard to recreate."

This characteristic, which he defines as a special hunger found in resourceful, creative problem-solvers, tops his checklist when evaluating potential investments. For Lubetzky, who regularly assesses business pitches both on ABC's hit show Shark Tank and through his investment firm, this distinctive quality signals founders who can navigate the unpredictable challenges that inevitably arise in building successful companies.

What are Daniel Lubetzky’s investment criteria?

Daniel Lubetzky, the founder of Kind Snacks and a seasoned investor on Shark Tank, has a refreshingly human way of evaluating potential entrepreneurs. Rather than relying solely on numbers or business plans, Lubetzky breaks down his investment criteria into what he playfully calls "the three its: grit, wit, and fit."

Grit represents a founder's determination to prove themselves and push through obstacles. It is all about tenacity. Lubetzky is drawn to founders who refuse to give up, even when things get messy (and they always do). It’s the kind of inner fire that keeps an entrepreneur pushing forward after a failed pitch, a bad batch, or a big rejection. This resilience factor proves essential when facing the inevitable roadblocks of entrepreneurship.

Wit, in Daniel Lubetzky's framework, reflects a founder's ability to think creatively when solving problems. This mental agility often separates successful entrepreneurs from those who give up when conventional approaches fail. It’s about thinking differently when traditional solutions fall flat, using your head to pivot fast, and seeing opportunity where others see dead ends.

Entrepreneurs with this kind of mental agility can stay nimble, adapt quickly, and innovate their way out of tight corners.

Finally, fit addresses the fundamental product-market alignment:

"Do you sell a product or service that people actually want to buy?" Lubetzky asks, highlighting this deceptively simple but critical question.

If the answer is no, it doesn’t matter how passionate or innovative the founder is; there has to be clear value for customers.

The Kind Snacks founder emphasizes that entrepreneurship guarantees nothing except uncertainty.

"The only given is that there are no givens," he notes.

This philosophy explains why he values founders who demonstrate entrepreneurial zeal so highly. These individuals possess the mindset necessary to tackle unforeseen challenges head-on and discover unconventional solutions when obvious paths forward don't exist.

Daniel Lubetzky’s philosophy beyond business

Lubetzky's investment approach reflects his broader philosophy about supporting builders in society. Through his nonprofit Frontline Builders and the Lubetzky Family Foundation, he champions individuals who work across divides and strengthen community bonds.

This year, his organization launched Frontline Worker Appreciation Month, mobilizing over 250 mayors and county officials nationwide to recognize essential workers. The initiative secured $500,000 in donated products from 18 brands, including Flamingo, Glossier, and KIND Snacks.

Jessamyn Waldman Rodriguez, chief philanthropy officer for the Lubetzky Family Foundation, connects this work to combating societal polarization.

"Builders we see as people who are fighting to keep it together and working across aisles," she explained.

For Daniel Lubetzky, whether evaluating pitches on Shark Tank or launching philanthropic initiatives, the focus remains consistent: identifying and supporting individuals with the drive to create solutions despite challenges.

His investment philosophy suggests that while a good product matters, the entrepreneurial zeal behind it, that unique combination of determination, creativity, and market awareness, ultimately determines which ventures receive his backing and which entrepreneurs hear those coveted words: "I'm in."

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Shark Tank airs Fridays at 8 p.m. ET/PT on ABC and streams the next day on Hulu.