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Let My People Go Surfing: The Education of a Reluctant Businessman

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In his long-awaited memoir, Yvon Chouinard-legendary climber, businessman, environmentalist, and founder of Patagonia, Inc.-shares the persistence and courage that have gone into being head of one of the most respected and environmentally responsible companies on earth. From his youth as the son of a French Canadian blacksmith to the thrilling, ambitious climbing expeditio In his long-awaited memoir, Yvon Chouinard-legendary climber, businessman, environmentalist, and founder of Patagonia, Inc.-shares the persistence and courage that have gone into being head of one of the most respected and environmentally responsible companies on earth. From his youth as the son of a French Canadian blacksmith to the thrilling, ambitious climbing expeditions that inspired his innovative designs for the sport's equipment, Let My People Go Surfing is the story of a man who brought doing good and having grand adventures into the heart of his business life-a book that will deeply affect entrepreneurs and outdoor enthusiasts alike.


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In his long-awaited memoir, Yvon Chouinard-legendary climber, businessman, environmentalist, and founder of Patagonia, Inc.-shares the persistence and courage that have gone into being head of one of the most respected and environmentally responsible companies on earth. From his youth as the son of a French Canadian blacksmith to the thrilling, ambitious climbing expeditio In his long-awaited memoir, Yvon Chouinard-legendary climber, businessman, environmentalist, and founder of Patagonia, Inc.-shares the persistence and courage that have gone into being head of one of the most respected and environmentally responsible companies on earth. From his youth as the son of a French Canadian blacksmith to the thrilling, ambitious climbing expeditions that inspired his innovative designs for the sport's equipment, Let My People Go Surfing is the story of a man who brought doing good and having grand adventures into the heart of his business life-a book that will deeply affect entrepreneurs and outdoor enthusiasts alike.

30 review for Let My People Go Surfing: The Education of a Reluctant Businessman

  1. 5 out of 5

    Preston Kutney

    I don't know where to start with my reverence for Chouinard. He's my anti-business business hero, a reluctant radical in corporate America. The book opens: "I've been a businessman for almost fifty years. It's as difficult for me to say those words as it is for someone to admit being an alcoholic or a lawyer. I've never respected the profession. It's business that has to take the majority of the blame for being the enemy of nature, for destroying native cultures, for taking from the poor and giv I don't know where to start with my reverence for Chouinard. He's my anti-business business hero, a reluctant radical in corporate America. The book opens: "I've been a businessman for almost fifty years. It's as difficult for me to say those words as it is for someone to admit being an alcoholic or a lawyer. I've never respected the profession. It's business that has to take the majority of the blame for being the enemy of nature, for destroying native cultures, for taking from the poor and giving to the rich, and for poisoning the earth with the effluent from its factories. Yet business can produce food, cure disease, control population, employ people, and generally enrich our lives. And it can do these good things and make a profit without losing its soul. That's what this book is about. " When I think about Patagonia, I think about a company that prioritizes its values over profits. The brand image of the company is not simply a product of skilled marketing, but an extension of the authenticity of its founder, and the culture he established. Chouinard never wanted to be a businessman, he didn't really care that much about making money; he simply needed to make a little cash so he could go climbing...and well, why not make climbing gear to do it? As the company slowly took off, Chouinard grappled with that success. In a pivotal moment for the company, a management guru asked Yvon "If the main goal of the company is to fund environmental causes, why not sell the company today for $100M, and give it all rather than a steady drip of 10% of your profits?". Chouinard struggled with that question until he figured out his answer years later: "I knew, after thirty-five years, why I was in business. True, I wanted to give money to environmental causes. But even more, I wanted to create in Patagonia a model other businesses could look to in their own searches for environmental stewardship and sustainability. " Today, Patagonia's mission statement is "Make the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis." This philosophy took decades to catch on, but today it is common knowledge that mission-driven businesses develop strong brands and loyal customers, attract the best employees, and often deliver above-average returns to investors with lower risk. When we think of contemporary innovative business leaders, we often think of people who developed products that made the future come to life. Yvon Chouinard did create a few new products, but that is far from being the most significant part of his contribution to the advancement of management. I would argue that the paradigm shift that is still under way, that you can "do well by doing good", which owes so much to Patagonia's example and success, will prove to be one of the most important business innovations of our age, and a key component of what (hopefully) tips us into a cleaner economy.

  2. 5 out of 5

    Ryan Miller

    Patagonia is an amazing company with great products and a commendable mission. I'm probably more apt to purchase something from Patagonia than from one of their competitors after reading this book, but I don't subscribe to Chouinard's overwhelming anti-establishment sentiment. Somebody's got to make enough money to buy their $500 ski jackets, and it isn't the dirtbags living out of their cars, smoking pot and eating cat tuna. The environmental conservation movement should not have to be so polar Patagonia is an amazing company with great products and a commendable mission. I'm probably more apt to purchase something from Patagonia than from one of their competitors after reading this book, but I don't subscribe to Chouinard's overwhelming anti-establishment sentiment. Somebody's got to make enough money to buy their $500 ski jackets, and it isn't the dirtbags living out of their cars, smoking pot and eating cat tuna. The environmental conservation movement should not have to be so polarizing to be effective. Many "Patagoniacs" have a general disdain for people that work in professional services, but somehow don't appreciate that these are the very people that keep their company afloat! That said, a lot of their philosophy is, in my opinion, spot on. Buy better quality, keep it for a lot longer, etc.

  3. 5 out of 5

    Julie

    This book changes you. If you don't come away doing SOMETHING more for the environment than you already are, well then I think there's something wrong with you. It's a do as I do book, and is quite effective at that. My company's next two printing projects will be done on 100 percent post-consumer content paper, produced with wind-generated power, and in a smaller format footprint than previously intended...because of this book. I'm riding my bike to work more often ... because of this book. I l This book changes you. If you don't come away doing SOMETHING more for the environment than you already are, well then I think there's something wrong with you. It's a do as I do book, and is quite effective at that. My company's next two printing projects will be done on 100 percent post-consumer content paper, produced with wind-generated power, and in a smaller format footprint than previously intended...because of this book. I'm riding my bike to work more often ... because of this book. I leave my car home on the weekends and do the grocery shopping with my children all on our bikes, each with a backpack ... because of this book. It all matters. It all adds up.

  4. 4 out of 5

    Mason Wiebe

    Chouinard’s story of his values and what led him to start Patagonia. The principles that drive his company are really his own and he is a reluctant businessman. Big focus on quality, durability and doing more with less. He is a committed environmentalist and believes businesses should be responsible for the damage they do to the Earth. Refreshing. Quotes I liked: Doing risk sport had taught me another important lesson: never exceed your limits. You push the envelope and you live for those moments Chouinard’s story of his values and what led him to start Patagonia. The principles that drive his company are really his own and he is a reluctant businessman. Big focus on quality, durability and doing more with less. He is a committed environmentalist and believes businesses should be responsible for the damage they do to the Earth. Refreshing. Quotes I liked: Doing risk sport had taught me another important lesson: never exceed your limits. You push the envelope and you live for those moments when you’re right on the edge, but you don’t go over. You have to be true to yourself; you have to know your strengths and limitations and live within your means. -Yvon Chouinard The more you know, the less you need. -Yvon Chouinard Everything we personally own that’s made, sold, shipped, stored, cleaned, and ultimately thrown away does some environmental harm every step of the way, harm that we’re either directly responsible for or is done on our behalf. -Yvon Chouinard How you climb a mountain is more important than reaching the top. -Yvon Chouinard The goal of climbing big, dangerous mountains should be to attain some sort of spiritual and personal growth, but this won’t happen if you compromise away the entire process. -Yvon Chouinard …the worst thing said about him is that he was “uncurious.” -Yvon Chouinard …most of the damage we cause to the planet is the result of our own ignorance. -Yvon Chouinard

  5. 5 out of 5

    Cate

    I love origin stories, and was drawn to this to read the story of how Chouinard lives a life of adventure while running a successful business. The beginning was interesting, I liked reading about his early years and how he started making climbing equipment basically on the beach and growing that into a business. The "reluctant" part of the business story wears thin pretty quickly: this guy obviously knows how to run a business, and wants to run a business, so the whole I'm-really-just-an-outdoor I love origin stories, and was drawn to this to read the story of how Chouinard lives a life of adventure while running a successful business. The beginning was interesting, I liked reading about his early years and how he started making climbing equipment basically on the beach and growing that into a business. The "reluctant" part of the business story wears thin pretty quickly: this guy obviously knows how to run a business, and wants to run a business, so the whole I'm-really-just-an-outdoor-guy-now-running-a-whoopsie!-business does not ring true. As the book goes on, it reads more like an extended version of a Patagonia catalog with Successories-type side bars meant to inspire(!). If you are interested in thread count and sewing techniques of shell jackets, this book is for you. If not, you might find yourself, like I did, paging through it like any other mail catalog while the tv is on and the dinner is warming up on the stove.

  6. 4 out of 5

    Willian Molinari

    I'm migrating all my reviews to my blog. If you want to read the full review with my raw notes, check it here: https://pothix.com/letmypeoplegosurfing/ It was 3 stars until 70% of the book but the ending deserves 4. This book is the story of Patagonia and how its founders deal with business, people, and the environment. Their way of life resonates a lot with what I think is a good way to live. Maintain a sustainable business, hire people you trust, and give them enough freedom to live a good life w I'm migrating all my reviews to my blog. If you want to read the full review with my raw notes, check it here: https://pothix.com/letmypeoplegosurfing/ It was 3 stars until 70% of the book but the ending deserves 4. This book is the story of Patagonia and how its founders deal with business, people, and the environment. Their way of life resonates a lot with what I think is a good way to live. Maintain a sustainable business, hire people you trust, and give them enough freedom to live a good life while giving their best to make the company grow, thinking about the environment, grow only when you have to grow (to supply your demand), live a minimalistic life, and so many other stuff. The book speaks in the first person, about their own story.

  7. 4 out of 5

    Joe

    I'm always wary of the stories of successful people who make it seem like they fell into their success. At the same time, because Patagonia is, for a for-profit business, very environmentally responsible and family-oriented, I really wanted to like this book. Unfortunately, I didn't. The beginning is pretty interesting, as Chouinard writes about his early life and how his company started making better equipment for mountain climbers. I was with him for this part. He figured out how to build a bet I'm always wary of the stories of successful people who make it seem like they fell into their success. At the same time, because Patagonia is, for a for-profit business, very environmentally responsible and family-oriented, I really wanted to like this book. Unfortunately, I didn't. The beginning is pretty interesting, as Chouinard writes about his early life and how his company started making better equipment for mountain climbers. I was with him for this part. He figured out how to build a better mousetrap and the world beat a path to his door. As the company grew, Chouinard wrote about how little he knew about business. Mostly, he wanted to keep climbing and surfing and fishing. He makes it seem as if his business sort of magically grew. I find that much harder to swallow. You don't get to be the size of Patagonia without some very savvy business people running things. While at first it was just Chouinard and his friends, my guess is that not every employee was a ski bum. There are many reasons to laud Patagonia. The company is incredibly environmentally responsible. They were on the forefront of implementing family leave for employees who gave birth. They had child-care on site so that families can be together. But as another reviewer pointed out, Patagonia clothing is damned expensive. Chouinard certainly touts Patagonia as a company run by thrill-seeking iconoclasts for thrill-seeking iconoclasts. Then he charges prices that only lawyers and corporate executives who want to come off as thrill-seekers can afford. In my opinion, this book is a little disingenuous. Chouinard may be a reluctant businessman, but he certainly hired some very competent businesspeople to work for him and help build his company. That was not the message I was looking for out of this book.

  8. 5 out of 5

    Renee

    I expected to dislike this book and dislike YC after reading it, but I was wrong. I was actually quite impressed with his vision and efforts and *some* of his business policies. Most criticisms I hear about Patagonia are one of two things. First, that it’s too expensive. This is discussed and makes sense to me. He wanted to make the best quality possible, that could last a long, long time, to reduce waste. At the same time, he’s not looking to be dry-clean only, but durable and usable. I have ha I expected to dislike this book and dislike YC after reading it, but I was wrong. I was actually quite impressed with his vision and efforts and *some* of his business policies. Most criticisms I hear about Patagonia are one of two things. First, that it’s too expensive. This is discussed and makes sense to me. He wanted to make the best quality possible, that could last a long, long time, to reduce waste. At the same time, he’s not looking to be dry-clean only, but durable and usable. I have had two expensive Patagonia coats. One I wore until the zipper broke, and I mailed it in and they replaced the zipper, free of charge. The other fell apart at the seams after a strange interaction with my dryer sheets, we think, and they replaced it with the newer year’s version, which would have cost more, again free of charge and with no hassle. These experiences match what he preaches in his book. Yes, I pay more upfront, but less in the long run if it truly lasts. Also, pro deals are to let those who truly are passionate about the sport afford the gear for much less. He’s not trying to make the cheapest disposable product. Walmart has that covered. Second, people love to say that Patagonia only supports environmental causes bc it’s advertising and will help them sell more. I liked how he described how each time they made a change to better the environment, it actually saved them money. If you find a way to support your cause and run a business, that doesn’t seem worse to me than just running a business. He acknowledges the press/marketing they get, but it doesn’t mean they don’t actually care. I did feel it fell flat in some parts, esp the parts about management. Not his area of expertise. I also felt annoyed that he seems to think that working in the outdoor industry is the only worthy and valuable career. He makes fun of lawyers, but I bet he’s needed them. He seems oblivious at times to the fact that not everyone needs to live his way or share his priorities. I think this is kind of common in that world. Overall a good read, and I learned a lot of interesting history of climbing and enjoyed his learnings on business from several angles.

  9. 4 out of 5

    Alper Çuğun

    Chouinard tells the story of how the succes of his company Patagonia has forced him to invent a whole and balanced way of doing business. He takes a longer term view focused on real sustainability and in doing so he does does away with conventional business paradigms where the goal is growth at any cost. Patagonia as told by Chouinard is an example for the rest of the world with a dedication to the highest level of quality and the lowest amount of side-effects, environmentally and socially. Once Chouinard tells the story of how the succes of his company Patagonia has forced him to invent a whole and balanced way of doing business. He takes a longer term view focused on real sustainability and in doing so he does does away with conventional business paradigms where the goal is growth at any cost. Patagonia as told by Chouinard is an example for the rest of the world with a dedication to the highest level of quality and the lowest amount of side-effects, environmentally and socially. Once you have read this, morality alone should convince you that there is no other way of doing business.The story Chouinard tells is reminiscent of Ricardo Semler's story in the Seven-Day Weekend but whereas Semler's stories tell of an anecdotal success, Chouinard rolls out a comprehensive philosophy that is the basis for all of Patagonia's action and takes Semler's principles to their logical conclusion.I am not an environmentalist in the traditional sense of the word but change is necessary. I think we can and will live in harmony with the environment if we employ a positive world changing outlook, technological progress, market forces and cradle to cradle thinking in a good way. Chouinard gives example after example of these strategies and the change they have created. Patagonia is both a profitable company and an exemplary environmentalist at the same time. They show how doing things right can be more fun, better for the world and cheaper in the long run.Personally this book has persuaded me that conservation of nature and the last pieces of wilderness is important and that the resources we consume should be in balance with the planet harvested organically and sustainably. In business the example of Patagonia has strengthened my resolve to be in business myself. For the same reasons: to do what you believe in, do good and to lead by an example others can follow.

  10. 4 out of 5

    Enrico Berta

    At certain times a bit idealistic and naive, however overall, if read with a certain sense of "self-conciousness" knowing that it simply won't be that easy and that many more factors are to be considered (like for example the high pricing of his clothing which he doesn't tackle at all or that working towards a sustainable environment is for most people a privilege many people simply cannot afford (here it is also important to mention that it is on the other hand usually the privileged ones who c At certain times a bit idealistic and naive, however overall, if read with a certain sense of "self-conciousness" knowing that it simply won't be that easy and that many more factors are to be considered (like for example the high pricing of his clothing which he doesn't tackle at all or that working towards a sustainable environment is for most people a privilege many people simply cannot afford (here it is also important to mention that it is on the other hand usually the privileged ones who can do something against it that are causing the environmental problems with vast overconsumption)) literally a "goodread" for me and I recommend it to anyone who is at least slightly concerned about the direction in which our world is going. Well sourced and decorated with marvellous pictures too. Sorry for the long brackets :)

  11. 4 out of 5

    Claire Stanovich

    A very very good and informational read. Loved hearing all of the stories of how this company was founded. Did I agree with everything it had to say? Not at all, but it’s good to read multiple perspectives and opinions. Did it make me think a lot about myself as a consumer and all the things I own? 100%

  12. 5 out of 5

    Shawna Hopper

    Very cool - lots of respect for Patagonia's philosophies. Very cool - lots of respect for Patagonia's philosophies.

  13. 4 out of 5

    Ben Gigone

    Should be required reading for every entrepreneur and business-person. Our world will be much better off when more companies structure themselves alongside Chouinard’s philosophies. Patagonia 4ever

  14. 5 out of 5

    Henry Manson

    Very informative. Very scary. Some cool pictures too.

  15. 5 out of 5

    Ynna

    Yvon Chouinard wanted to make a little extra cash so so he could support his rock climbing hobby and decided to create his own climbing equipment. Years later, a simple desire to do what he loved evolved into an outdoor recreation company recognized for its quality, consistency, and sustainability. After reading this memoir, Patagonia means so much more to me now than colorful fleece pullovers and vests. Chouinard's unusual approach to business includes campaigns which literally ask customers no Yvon Chouinard wanted to make a little extra cash so so he could support his rock climbing hobby and decided to create his own climbing equipment. Years later, a simple desire to do what he loved evolved into an outdoor recreation company recognized for its quality, consistency, and sustainability. After reading this memoir, Patagonia means so much more to me now than colorful fleece pullovers and vests. Chouinard's unusual approach to business includes campaigns which literally ask customers not to buy his products, offering repair services for used or damaged products and donating 1% of all sales to environmental causes. Perhaps the most endearing thing I learned about Patagonia is their dedication to families. Yvon and his wife Malinda didn't want to run a company where parents had to be away from their children, especially during the early years of childhood so they worked to create on-site childcare services and generous maternity and paternity leaves. Besides sharing his business philosophy, Yvon shares his Zen inspired life philosophies and how he incorporates his desire to do good into his business practices. I was inspired and humbled when reading this and forced to re-think my very American consumer habits. My biggest takeaways from Let My People Go Surfing were: 1) Buy only what you need and make sure it's high quality so you don't have to buy it again 2) The earth is dying and we are killing it 3) It's the little efforts of human beings striving to do good and make the world better that combine to make significant positive changes for our planet and generations to come This book also includes dozens of beautiful pictures of Patagonia employees enjoying themselves in nature as well as incredible scenery from around the world. I have a definition of evil different from most people. Evil doesn't have to be an overt act, it can be merely the absence of good. If you have the ability, the resources, and the opportunity to do good and you do nothing, that can be evil.

  16. 5 out of 5

    Amy

    This book starts out as a fantastic story of Patagonia, the outdoor gear and clothing retailer. Then Chouinard, the founder of the company, breaks down the company into its value components. It would be great, except he repeats the same details he spoke of in the beginning. I would have appreciated a better integration of the two parts. Overall, a very interesting read, and a great lesson about keeping to your values and making sacrifices early to reap benefits later.

  17. 4 out of 5

    Kenny Leck

    In Yvon Chouinard's words, "I have a definition of evil different from most people. Evil doesn't have to be an overt act; it can be merely the absence of good. If you have the ability, the resources, and the opportunity to do good and you do nothing, that can be evil." In Yvon Chouinard's words, "I have a definition of evil different from most people. Evil doesn't have to be an overt act; it can be merely the absence of good. If you have the ability, the resources, and the opportunity to do good and you do nothing, that can be evil."

  18. 4 out of 5

    Emily McKinney

    5 stars for the first section describing how Patagonia came to be, 2 stars for the second section where the book turned into a many- paged Patagonia advertisement.

  19. 4 out of 5

    Grace Lawrence

    Amazing book. We’re all going to die of global warming but besides that feeling of crippling depression, great read!

  20. 5 out of 5

    WJ

    This book is depressing but also inspiring. I am going to give it to my boss 🙂

  21. 4 out of 5

    Kimron

    Can't believe I am reading a business book, and one with this name Update: giving this three stars only because I believe it was written as a kind of manifesto from the founder to the employees of Patagonia. So if I were one of the aforementioned, I would give it five stars - but as a general consumer it is interesting, but not the most interesting book in the world. This guy has real convictions and it is - dare I say it - inspiring. Still, if you're going to read a hyped up book that mentions s Can't believe I am reading a business book, and one with this name Update: giving this three stars only because I believe it was written as a kind of manifesto from the founder to the employees of Patagonia. So if I were one of the aforementioned, I would give it five stars - but as a general consumer it is interesting, but not the most interesting book in the world. This guy has real convictions and it is - dare I say it - inspiring. Still, if you're going to read a hyped up book that mentions surfing by a middle aged California guy, then it has to be Barbarian Days. This was a nice skim for when I didn't feel like reading something dense, and he does lay out his business modus operandi clearly and convincingly. Don't all successful companies know by now that they should treat their employees well, and that having hobbies is inherently, always good?

  22. 4 out of 5

    Chris Kendig

    This book is interesting and provides some insight into the mind of a successful businessman who doesn't fetishize business (a rarity in my experience). Patagonia is undoubtedly a company that can thrive if/as the world becomes more just and responsible (also a rarity in my experience). This book is interesting and provides some insight into the mind of a successful businessman who doesn't fetishize business (a rarity in my experience). Patagonia is undoubtedly a company that can thrive if/as the world becomes more just and responsible (also a rarity in my experience).

  23. 4 out of 5

    Jordan

    Great book - it wasn't quite what I was expecting, but still really enjoyed it. I liked hearing about Yvon's backstory and the philosophy behind Patagonia's business practices. The way that the reader is called to action is compelling too, appreciated the points backed up by stats that were referenced. I'll likely read the second half of the book again, as I wasn't prepared for the content and I found I wasn't in the right head space to digest it. Great book - it wasn't quite what I was expecting, but still really enjoyed it. I liked hearing about Yvon's backstory and the philosophy behind Patagonia's business practices. The way that the reader is called to action is compelling too, appreciated the points backed up by stats that were referenced. I'll likely read the second half of the book again, as I wasn't prepared for the content and I found I wasn't in the right head space to digest it.

  24. 4 out of 5

    Georgia Whitear

    Maybe there are people who really love learning about business who will find this interesting, but it wasn't for me. What Patagonia does and has done is fascinating but this might have been better as a documentary. Maybe there are people who really love learning about business who will find this interesting, but it wasn't for me. What Patagonia does and has done is fascinating but this might have been better as a documentary.

  25. 4 out of 5

    Ruth Cho

    Phenomenal, visionary, inspiring! As a “reluctant businessperson” myself, I found this book refreshing, honest and insightful. Finished the book having learned so much about sustainable practices in agriculture, regenerative farming, technology, the value of simplicity, subsidization of non renewable energy/resources, etc! And I loved the images that really brought the stories to life. 4.5/5!

  26. 5 out of 5

    Austin Spence

    This was pretty epic. Having consumed a lot of media that Patagonia has put out, I still found myself learning some new information about the company and owners. The latter half of the book was geared towards informing readers about the very specific environmental aspects of the company. As a sprouting environmentalist, it was helpful to have concepts laid out so well. The nuances that go into creating something so good in the world boil down to the passion behind it. That’s a watered down effor This was pretty epic. Having consumed a lot of media that Patagonia has put out, I still found myself learning some new information about the company and owners. The latter half of the book was geared towards informing readers about the very specific environmental aspects of the company. As a sprouting environmentalist, it was helpful to have concepts laid out so well. The nuances that go into creating something so good in the world boil down to the passion behind it. That’s a watered down effort of saying Yvon and his crew keep it simple and it works. The spirituality that Yvon possesses is what fascinated me most. It is revelatory that Patagonia does so much for people through simplicity. Buddhism, some Christian theology, and the popular minimalist movement may have something to say after all. And yeah I want to be Yvon when I am his age.

  27. 5 out of 5

    Brooke

    I don't know if this book really deserves 5 stars but Yvon Chouinard and Patagonia's business priorities definitely deserve 5 stars. I'm sure Patagonia has more faults than the book lets on but their dedication to the environment is inspiring. I need to go buy something from them. I don't know if this book really deserves 5 stars but Yvon Chouinard and Patagonia's business priorities definitely deserve 5 stars. I'm sure Patagonia has more faults than the book lets on but their dedication to the environment is inspiring. I need to go buy something from them.

  28. 4 out of 5

    KrisTina

    I liked this book. I appreciated his approach to running a business and being a steward of the earth. Towards the end it became much more of a manifesto rather than "how I built this" and while I agreed with much of what he was saying - it got a little long. I liked this book. I appreciated his approach to running a business and being a steward of the earth. Towards the end it became much more of a manifesto rather than "how I built this" and while I agreed with much of what he was saying - it got a little long.

  29. 5 out of 5

    Eivind Lindbråten

    Inspiring book showing us how to practice ethical business and how difficult that is. Some of the ideas are quite radical. 🌱

  30. 4 out of 5

    Lucia

    A total must-read. This book belongs to hands of every person walking this planet. It proudly takes the place of the best book I've ever read. It wasn't worth only for my studies on climate change, but mainly on my view of consumption. This book has a plenty of topics to teach you - climate change, doing a business, cooperating with people, being fair - through amazing outdoor adventures. This book teaches you how to think twice before buying a piece of clothes (or anything producing waste), or A total must-read. This book belongs to hands of every person walking this planet. It proudly takes the place of the best book I've ever read. It wasn't worth only for my studies on climate change, but mainly on my view of consumption. This book has a plenty of topics to teach you - climate change, doing a business, cooperating with people, being fair - through amazing outdoor adventures. This book teaches you how to think twice before buying a piece of clothes (or anything producing waste), or gives you all the reasons on why to favor more expensive clothes of higher quality. Also, it gives you brand new perspective on how to make an eco-friendly business and environment itself. It's been said lately that we shall let the environment lead our development - Chouinard was practicing this ever since he founded Patagonia, several decades ago. I'd consider this man a hero of the business. Definitely recommended to everyone - you don't have to be a businessman, either a student of climate change.

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