"Make it bold" — Shark Tank investor Daniel Lubetzky shares advice for effective negotiation

In a recent Instagram post on January 23, 2025, Daniel Lubetzky, Shark Tank investor and founder of Kind Snacks, shared key advice for approaching negotiations. Lubetzky's negotiation strategy revolved around a bold question that challenges the boundaries of what is typically expected in a business discussion.

"When my team and I prepare for a negotiation, I always share this advice: ask a question you think they’ll say ‘no’ to. It could be a lower price, prime shelf placement, or something completely out of left field. Whatever it is, make it BOLD," Lubetzky stated.

The Shark Tank investor explained that by posing a question that is likely to be rejected, such as asking for a lower price or superior shelf placement, negotiators can spark unexpected outcomes.

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Shark Tank investor Daniel Lubetzky's take on asking bold questions in negotiations

In his Instagram post which included a snippet of his interview with Fortune, Lubetzky underscored the importance of making bold asks. The Shark Tank investor wrote:

"Sometimes, the unexpected ask gets a surprising 'yes.' Even if it doesn’t, it often opens the door to a compromise or a better deal that wasn’t on the table before."

This mindset helps teams move beyond traditional negotiation tactics and encourages them to think outside the box. The process of formulating such an inquiry, according to Lubetzky, also serves as an exercise in visualization, enabling individuals to dream bigger about what is possible for their business. He further wrote:

"But it’s not just about negotiation - it’s also about visualization. It’s about helping team members dream bigger."

The Shark Tank investor also suggested that this approach of asking bold questions can help break the mold of conventional business practices, opening doors to potential agreements that might otherwise have been overlooked.

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Lubetzky’s approach at Kind Snacks

Further in the interview with Fortune on January 9, 2025, Lubetzky elaborated on this strategy, which he introduced at Kind Snacks. According to Miguel Leal, the former chief marketing officer at Kind and co-founder of Somos, the Shark Tank investor instructed his team:

"Make sure you ask them for something that they are going to say No' to,"

Before meetings with buyers or suppliers, the team would brainstorm which bold questions to ask, anticipating rejection. This approach was designed to test the boundaries of what could be negotiated and help set the stage for more favorable terms. Lubetzky explained that this strategy wasn’t about asking for more just for the sake of it.

"It’s not about just being a maximalist and blindly asking for more...That kind of thinking can lead to poor decisions and wreck relationships," he noted.

Instead, the goal was for each team member to take ownership of the negotiation process, pushing themselves and the company to achieve better outcomes. The Shark Tank investor's method at Kind involved giving meaningful equity stakes to his employees, reinforcing the idea that the company's success was a shared responsibility.

Lubetzky highlighted that the bold negotiation tactic is an approach that has proven effective for both him and his team, reinforcing the importance of thinking beyond conventional limits and aiming for outcomes that stretch current expectations.

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