An Inspirational Guide to Building an Environmentally Sustainable Business
TITLE Let My People Go Surfing. The Education of a Reluctant Businessman
BOOK RATING An inspiring and useful guide for those seeking to build an environmentally sustainable business.
GREEN RATING Deep Green. Book is printed on Forest Stewardship Council (FSC) certified and recycled paper.
AVAILABLE AT Can be reserved online and sent to a public library near you for HK$ 2.50
For those who haven’t heard of Patagonia, there is a very good reason why: it simply does not promote its outdoor apparel to people that do not need them. This business philosophy stands out when the Timberlands and North Faces of the world are hawking their outdoor gear to city slickers that will use them mainly in the extreme conditions of IFC or Festival Walk. Patagonia’s products on the other hand are highly sought after by true outdoor enthusiasts.
This book by Patagonia founder, Yvon Chouinard, is truly a refreshing change from business books written by egomaniacs like Jack Welch and Donald Trump or by out of touch ivory tower academics. The title “Let My People Go Surfing” refers to the company flex-time policy that when the surf is up, you can drop what you’re doing and go surfing so long as you get all your work done properly. It is structured broadly into 3 sections: (1) “History” which reads like an autobiography; (2) “Philosophies” of product design, production, distribution, image, finance, human resources, management and environment provides practical guidelines enlivened by great stories; and (3) “1% For the Planet” which discusses the companies philanthropic initiatives.
Here are just a few examples makes Patagonia a Deep Green company:
1. It was the first company to recycle plastic drink bottles into fleece. Chouinard writes: “At the time of our fiber study, we were manufacturing a lot of fleece jackets made from virgin polyester, the only kind of polyester available. So we worked with a company called Wellman to find alternatives. They developed a process that takes soda pop bottles, which are also made of polyester, and recycled them into raw material for jackets. It takes 25 bottles to make a jacket, and from 1993 to 2003 we diverted 86 million soda bottles from landfills. For every 150 virgin polyester jackets that we replaced with post-consumer recycled polyester, we saved 42 gallons of oil and prevented a half ton of toxic emissions.”
2. Patagonia completely phased out the use of conventionally grown cotton in 1996. After visiting a cotton farm, Chouinard realizes the devastating effect of cotton farming on the land. Chouinard writes, “today 25% of the annual worldwide insecticide use and 10% of of the annual worldwide pesticide use are applied to conventionally grown cotton, even though cotton fields occupy less than 3% of the world’s farmland. Many of these chemicals were originally formulated as nerve gases for warfare, so it’s no surprise the higher rates of birth defects and cancer have been found in both humans and wildlife surrounding cotton fields.” Continue reading “An Inspirational Guide to Building an Environmentally Sustainable Business”




