Let My People Go Surfing: The Education of a Reluctant Businessman--Including 10 More Years of Business Unusual

In 1968 in-route to the actual Patagonia (Argentina), a young Yvon Chouinard stops to cool off in a jungle river. Failing to test the waters (only a foot deep), he dove in and suffered a nasty compression fracture nearly paralyzing him. Hard lesson ... In this wonderful business-philosophy autobiography, Yvon Chouinard tells this story in context of company strategy and ends with the conclusion, "Go for it ... but do your homework first." Such is the enticing mixture of adventure pursuits and nitty-gritty business acumen in this unique book. It is the story of a truly unconventional company - and founder - not willing to settle for mere status-quo. Calling Chouinard a "reluctant businessman" is probably the understatement-of-the-year; but, judging by their success, he is a good one. What really makes Chouinard stand out - and worthy of emulation - is his willingness "to live the examined life," challenge entreched pardigms and act with conviction. But one question haunted Chouinard for years: "WHY are you in business?" With much soul-searching, he arrived at a clear, holistic charter for his company: "Make the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis." The realization that his company could be both a platform and catalyst for positive change gave birth to a new era for the company. Ever since Chouinard and the "Patagoniacs" have created a culture of planetary awareness and stewardship that reaches far beyond Ventura. From being the first catalog to use recycled paper ... to championing recycling soda bottles into "PCR" fleece ... to the horrifying study about pestide use that inspired organic cotton ... to pioneering child daycare when no one else cared, Patagonia has risen above the business-as-usual excuses and said, "Enough, we will be different." But especially refreshing is a lack of pretentiousness and refusal for "cheesy green marketing" - as they realize the big picture and how far they have to go. Similarly, Chouinard was one of the first proponents of "ecological footprint" and the un-business-like conviction of limited growth - realizing the planet does not have unlimited resources to plunder and abuse. So, in an era where pleasing the shareholders seems to trump most other responsibilities in business, Yvon Chouinard is a refreshing, counter-cultural beacon of light to help us see the limited thinking and often tragic errors of our business-as-usual capitalist culture. If you care about the environment, product quality, community and the love of the outdoors, Yvon Chouinard's story will inspire you - and probably motivate you to change in some positive way. Even if his book merely instills more awareness of our choices - personally and professionally - it will have succeeded in fulfilling Yvon Chouinard's desire to influence the world for the better through his company. A most unique "business book" that should be required reading at

There is no better place to work than one where the employees share the vision of the company, and believe in the leadership of the company. "Let My People Go Surfing" is a detailed mission statement for a company whose purpose is to take care of its employees, and do one's best within the 'business ecosystem.' There's no question that Patagonia is a tremendously successful enterprise, and there's no question that Yvon Chouinard's vision has captivated many. He's living proof that you can lead with the customer's and employee's best interest in mind, and reap the benefits of success which transcend the dollar. I'd encourage anyone who is in management to read this book, and take what you can from the teachings within, and incorporate them into your own leadership. It's also an interesting read for anyone who has a hard time believing that you can't follow your dreams and also be financially successful.

This is not another tired business book sold as old wine in a new bottle. Chouinard's success grants him credibility but for me the real strength of this book is its peek into alternative ways to creatively pursue business. It's a relief to know we do not have to follow the same old prescriptions to be successful. While the writing is not perfect, the book is a stimulating read full of retrospective reflections and real stories that capture the challenges no ideological or philosophical system can bypass when building a business no matter how enlightened they may be. Come to this book for a breath of fresh air - and then dare to find your own "business wave" and ride it the way best suited to your passions and talents. This is a must read for any young man or woman thinking of venturing into business.

Yvon Chouinard takes all current and accepted business practices and turns them on their ear! Being involved in the "corporate world" I am witness to all sorts of techniques, behaviours, policies, practices etc. The driving force is always the bottom line. While Chouinard is, and has to be concerned with the bottom line his path to that bottom line is both bold and unique. Clearly this is a very practical guide to a more healthy and sustainable business culture. Chouinard is clearly a wonderful man leading a wonderful charge. Hey, I want my boss to let me go surfing!!A must read!