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 -