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About Yvon Chouinard
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From his youth as the son of a French Canadian handyman 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.
"This is the story of an attempt to do more than change a single corporation—it is an attempt to challenge the culture of consumption that is at the heart of the global ecological crisis."—From the Foreword by Naomi Klein, bestselling author of This Changes Everything
Patagonia, named by Fortune in 2007 as the coolest company on the planet, has earned a reputation as much for its ground-breaking environmental and social practices as for the quality of its clothes. In this exceptionally frank account, Chouinard and Stanley recount how the company and its culture gained the confidence, by step and misstep, to make its work progressively more responsible, and to ultimately share its discoveries with companies as large as Wal-Mart or as small as the corner bakery.
In plain, compelling prose, the authors describe the current impact of manufacturing and commerce on the planet’s natural systems and human communities, and how that impact now forces business to change its ways. The Responsible Company shows companies how to reduce the harm they cause, improve the quality of their business, and provide the kind of meaningful work everyone seeks. It concludes with specific, practical steps every business can undertake, as well as advice on what to do, in what order.
This is the first book to show companies how to thread their way through economic sea change and slow the drift toward ecological bankruptcy. Its advice is simple but powerful: reduce your environmental footprint (and its skyrocketing cost), make legitimate products that last, reclaim deep knowledge of your business and its supply chain to make the most of opportunities in the years to come, and earn the trust you’ll need by treating your workers, customers and communities with respect.
“A master in the art of living draws no sharp distinction between his work and his play; his labor and his leisure; his mind and his body; his education and his recreation. He hardly knows which is which. He simply pursues his vision of excellence through whatever he is doing, and leaves others to determine whether he is working or playing. To himself, he always appears to be doing both.” -- LP Jacks
For nearly 80 years, Yvon Chouinard has followed this advice, pursuing, with equal fervor, sports adventures, business excellence, and environmental activism. Since 1950, he has captured the lessons and revelations he’s learned in articles and books, personal letters and poetry, introductions and eulogies. In this fascinating inside look, Chouinard himself has selected his favorites from years of reflection, all accompanied by illustrative photos, many never published before. The results is both more of Chouinard’s iconoclastic and provocative thinking, his skilled storytelling and sense of humor, and a picture of the evolution of his thoughts and philosophies. With articles on sports, from falconry to fishing and climbing to surfing, with musings on the purpose of business and the importance of environmental activism, this very personal book is like sitting on the couch with this amazing man, flipping through his photo album as he tells the stories of his life. Some Stories is an eclectic portrait of a unique life lived well.
Yet the final pages of the book indicate that Chouinard will continue to challenge people, business, and the world. He presents the company's new simple but direct mission statement, revised for the first time in 27 years: "We are in business to save our home planet." With it he emphasizes the urgency of the climate crisis then entreats every person's obligation to reflect on, commit to, and act on this mission.