In his long-awaited memoir, Yvon Chouinard-legendary climber, businessman, environmentalist, and founder of Patagonia, Inc.-shares the persistence and courage that have gone into being head of one of the most respected and environmentally responsible companies on earth. From his youth as the son of a French Canadian blacksmith to the thrilling, ambitious climbing expeditions that inspired his innovative designs for the sport’s equipment, Let My People Go Surfing is the story of a man who brought doing good and having grand adventures into the heart of his business life-a book that will deeply affect entrepreneurs and outdoor enthusiasts alike.
Chouinard, founder and owner of Patagonia Inc., presents his philosophy for a “new style of responsible business” along with a chronicle of his personal and company history in this sincere if self-congratulatory creed. A Californian of French-Canadian descent, Chouinard started forging climbing hardware and selling it out of his car in 1957 and published his first catalogue, a one-page mimeographed sheet, in 1964. Today, his sporting goods company has annual revenues of $230 million, but he nonetheless identifies himself as more of “a climber, a surfer, a kayaker, a skier and a blacksmith” than a CEO. In this vein, he lays out his alternative vision of business, detailing eco- and people-conscious philosophies on aspects of the supply chain from product design and production to human resources and management. Chouinard has backed up his rhetoric with action: Patagonia pursues sustainability, gives 1% of annual net sales to environmental groups and has set benchmarks with its employee-friendly policies. Patagoniacs and socially conscious businesspeople may appreciate this account despite its wooden writing, especially as an antidote to headlines of corporate fraud. ~ Publisher Weekly