The “unlikely” success and consistently thoughtful, learning, & values-based approach of Yvon Chouinard. If you are interested in outdoor activities, or systems-thinking and purpose-driven leadership, you will have heard much buzz about Patagonia.

In 1947, a French-Canadian handyman and mechanic, moved his family from Maine to Southern California. His son loved the outdoors and became an avid surfer, falconer, and rock climber. At 19, this son, Yvon Chouinard, decided to save himself some money by making his own climbing equipment, with the adaptations he wanted. So, he taught himself blacksmithing, bought a second-hand coal-fired forge, and began making his own. His hardened-steel pitons were a success and so helpful to him and to his climbing colleagues, that they are partially credited for the birth of big-wall climbing in Yosemite in the late 1950s, and his business was born.

Now that you see the founding character, I’ll highlight the two main reasons for the buzz about Patagonia and recent news, before I continue with the colorful details.

1. Patagonia not only has high quality products, but has been at the forefront of admired business practices, and a learning culture, for decades. It was California’s first benefit corporation, has B corp certification, is known for its environmental sustainability and activism, and has consistently investigated the impact of its practices and products and how to do better. Further, Yvon Chouinard is a founding member of the Bteam, trying to teach and inspire other business leaders to do business in a more socially and environmentally responsible way.

2. In August 2022, rather than sell the company or go public, Chouinard and his family gave it away[1] to two organizations, creating a novel structure in line with his long-standing rejection of standard business processes, and ensuring that the company would continue to prize worker wellbeing and climate action. The family irrevocably transferred their voting shares (2% of the company, valued at USD 3billion) of the Patagonia company to the Patagonia Purpose Trust to […] and 98% of the company to a non-profit organization, to sustain support for environmental causes and activists.

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