Preface, Intro, etc.

“To know and not to do is not to know.”

• Mission: use business to inspire and implement solutions to the environmental crisis
• This book = about how business can be good
• Learn things from doing “risky sports” to apply to the experiment of Patagonia, a new style of responsible business

History

• Climbing, fishing, falcon ing
• First business = selling climbing gear
• Principle = zen: best product has nothing more to take away, leaves minimal impact
• Started selling clothing to support climbing hardware business
• Name “Patagonia” for exotic connotation, pronounceable in all languages…
• Focus on speciality outdoor market, clothing and hardware
• Part of beginning of trend for more casual workplace
• Could they grow and maintain quality?
• Concern about environmental degradation, social impact
• Took on Iroquois principle of having someone represent them seventh generation— only grow as fast as could be sustained for the next hundred years

Philosophy

• Guiding principles, can be applied in many different ways in the face of changing world
• Product design philosophy
  • "Make the best product" (first part of mission statement) → anchors business in real world
  • Defined objective criteria for quality
  • Is it functional? Function determines form.
  • Is it multi-functional? Make objects as versatile as possible.
  • Is it durable? Elements should wear out evenly (also keeps things from being thrown away early).
  • Is it repairable? Make it easy to wear your product as long as possible.
    • Cycle of “take, make, destroy, repeat” is killing the planet
  • Does it fit our customer? → different “size blocks” for different body types; clothing sizes are consistent and don’t change over time.
  • Is the product (and product line) as simple as possible?
  • Is it an invention or improvement?
  • Is it a global design?
  • Is it easy to care for and clean?
  • Does it have added value?
  • Is it beautiful?
  • Does it serve our core customer?
  • Does it cause any unnecessary harm?
• Production philosophy
  • Concurrent, versus assembly line method
  • Use leverage with producers to ensure fair trade
  • Have to be full partner with producer to ensure quality
• Distribution philosophy
  • Use all channels at global reach- mail-order, online, wholesale, retail
  • Mail-order catalogue also conveys philosophy, education = image piece
  • Philosophy of architecture = similar to that of product design (try to use existing buildings as much as possible; if building, use waste/recycled materials; make each building unique to honor local culture)
  • Develop strong partnerships with dealers as with production— try to sell 20-25% of the dealer's merchandise
• Employer philosophy
  • Lots of benefits, child development center, good food
• Management philosophy
  • Egalitarian leadership style
  • Small groups (no more than 100 people)
• Environmental philosophy
  • Pessimistic— but cure = action
  • Worn Wear
  • Prioritizing repair, even by customers
  • Work with bluesign, etc.
  • Empower employees to get involved in activism at all levels
  • Change practices internally as much as possible— recycling, etc.
  • Donate 1% of sales to non-profits (environmental, Planned Parenthood)
  • Patagonia Provisions → attempts to do good, rather than do no harm