Chouinard shows the extent to which he shaped Patagonia to the contours of his own interests and beliefs. Klein sums up the book by saying: “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. And yet, for all my enthusiasm, reading something that felt like a novel-sized advertisement ad just wasn't that exciting. Yvon’s story encourages us to act more like a craftsperson and take care to think with the long view in mind.

This premise has led the company to one of the best employee-attraction ratios around: for every open position, Patagonia averages 900 applications. When we think of contemporary innovative business leaders, we often think of people who developed products that made the future come to life. With diligence and care given to the perfection of each product, it would seem counter-intuitive that Patagonia would also be a company obsessed with their rate of growth.Without being preachy, Chouinard explains the various company philosophies of Patagonia from production to people. At the same time, because Patagonia is, for a

I realize now that what I was trying to do was to instill in my company, at a critical time, lessons that I had already learned as an individual and as a climber, surfer kayaker, and fly fisherman. He simply pursues his vision of excellence through whatever he is doing, and leaves others to determine whether he is working or playing. I like to throw myself passionately into a sport or activity until I reach about an 80 percent proficiency level. This book also includes dozens of beautiful pictures of Patagonia employees enjoying themselves in nature as well as incredible scenery from around the world.He blogs, podcasts, and publishes video on all things leaving the world a better, more just, equitable, and habitable place for all. Yes, a corporation with good principles, a mission to safeguard the environment and donating part of profits to grassroots movements. The rewritten chapter, forward and other words of wisdom add 40 percent new material to the first edition. If you just ask people for help — if you just admit that you don’t know something — they will fall all over themselves trying to help.