Inspiring Change: A Dive into “Let My People Go Surfing” by Yvon Chouinard
From Waves to Wilderness: Exploring Patagonia's Sustainability Philosophy and Success
One of my favorite books of the last years is the book “Let my people go surfing” of the Patagonia founder Yvon Chouinard. Of course, it is also a biography of the Patagonia brand, but it is so uplifting to see how the passion for extreme sports, business, and the constant will to produce as sustainably as possible can lead to success. It is also a call to all of us as consumers to choose the brands that honestly anchor sustainability and social compatibility as a crucial component in their business activities.
In addition to sustainable and social production, the following three areas of doing business have particularly remained in my memory. In my view, these are to be valued as fundamental building blocks for such a sustainable business strategy.
Positive Company Culture
In addition to environmentalism, Chouinard emphasizes the importance of fostering a positive company culture that values work-life balance, employee empowerment, and personal development. He believes in giving employees the freedom to pursue their passions and interests, whether it's surfing, climbing, or spending time with family. This approach not only attracts top talent but also fosters loyalty and commitment among staff members.
Here are some statements from the book to this topic:
“The owners and employees were climbers; none considered themselves businesspeople. The interest of the customer was equal to that of the employee, wo care passionately about the product.”
“The employees valued their climbing time and their relationship to the rocks and the mountains and they preferred taking physical risks to trying to get ahead in the larger world. Many earned subsistence incomes on purpose and they worked as little as they could. Corporate life did not appeal.“
Love What You Do
Chouinard describes a company culture where employees are passionate about their work, considering it as enjoyable as their leisure activities. They are also the main users of the products they create, which usually are related to outdoor or adventurous activities, which lead the company wide “Let my people go surfing flextime policy”. Chouinard explains this as follows:
“Work has to be fun: We value employees who live rich and rounded lives. We run a flexible workplace that shut down whenever the waves were six feet tall. A surfer doesn't plan to go surfing next Tuesday at two o'clock - you go surfing when there are waves and tide and wind are right.”
In principle, this is what the English scholar and philosopher L.P. Jacks described with the following words:
"A master in the art of living draws no sharp distinction between his work and his play; his labor and his leisure; his mind and his body; his education and his recreation . He hardly knows which is which. He simply pursues his vision of excellence through whatever he is doing, and leaves others to determine whether he is working or playing. To himself, he always appears to be doing both." - L.P. Jacks
Personal Growth & Open-Minded People
One of Chouinard key principles is the importance of having employees who are critical thinkers and are willing to challenge decisions they perceive as wrong. Plus on the other side to have managers and leaders who foster change:
“We don't want drones who will simply follow directions. Since we can't order our employees around, either they have to be convinced that they are being asked to do is right, or they have to see for themselves it's right.”
“In a company no one person has the answer to our problems, but each has a part of the solution. The best democracy exists when decisions are made through consensus, when everyone comes to an agreement that the decision made is the correct one.”
“The key to building a consensus for action is good communication: A chief in an American Indian tribe was not elected because he was the richest or had a strong political machine; he was often chosen a chief because of his bravery and willingness to take risks and for his oratory skills, which were invaluable for building consensus within the tribe.”
As a passionate surfer and snowboarder, I naturally also liked the following comparison with extreme sports regarding change and growth:
“Just as doing risk sports will create stresses that lead to a bettering of one’s self, so should a company constantly stress itself in order to grow.”
This reminds me to one of the famous quotes of Charles Darwin:
"It's not the strongest species that survives nor the most intelligent, but the one most responsive to change." - Charles Darwin
Why I Love the Book
Throughout the book, Chouinard shares anecdotes and lessons learned from his experiences building and running Patagonia. From navigating business partnerships and supply chains to dealing with crises and setbacks, he offers valuable insights into the realities of entrepreneurship and leadership - in a way where our planet and the human is the key role.
Protecting our Earth is not just a moral imperative but also crucial for the survival of future generations. By supporting businesses - like Patagonia - that prioritize sustainability and environmental stewardship, we can collectively make a difference in preserving our planet for future generations. Let's take action today to protect the Earth for tomorrow.