Graham King:
By Yvon Chouinard, the founder of Patagonia (the outdoor clothing brand), this is a book of three parts: A personal biography, a corporate history / business book, and an environmental manifesto.
The first part, the biography, is dry, matter-of-fact, and really feels like the author is going through the paces. Skip that part, except for this great opening paragraph:
"No young kid growing up ever dreams of someday becoming a businessman. He wants to be a fireman, a sponsored athlete, or a forest ranger. The Lee Iacoccas, Donald Trumps, and Jack Welches of the business world are heroes to no one except other businessmen with similar values. I wanted to be a fur trapper when I grew up."
The second part, the business book, was obviously written by the marketing department. It's all about how Patagonia are a bunch of rebel heroes, redefining business, going it alone, passionately crafting the world's best outdoor gear.
Yes, they pretty much copied that section out of every other corporate auto-biography. What does their total surfer attitude mean in practice? No offices for management. Not even dedicated parking spaces. Far out, bro. Definitely skip this section.
The final section is the only one worth reading, and it's very good.
It is both a passionate plea for sustainable business practices, and a clear demonstration that every time Patagonia made the right choice for the future of our planet, it turned out to be the right choice for the future of the company too, although it often didn't seem that way at first.
After the usual environmental doomsday message, there is a strong call to action: "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".
How to act on this call to action requires a change from usual company culture:
"When you get away from the idea that a company is a product to be sold to the highest bidder in the shortest amount of time, all future decisions in the company are affected." This is illustrated with the sustainablilty-focused actions Patagonia is taking, and how they impacted (positively) their bottom line.
This last section is an essential read for any business owner. You could be more sustainable and more profitable, and Yvon shows you how.