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272 pages, Paperback
Published September 5, 2006
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.