Going Back To A Simpler Life Is

I Took A Dozen Of Our Top Managers To Argentina, To The Windswept Mountains Of The Real Patagonia, For A Walkabout. In The Course Of Roaming Around Those Wild Lands, We Asked Ourselves Why We Were In Business And What Kind Of Business We Wanted Patagonia To Be. A Billion-dollar Company? Okay, But Not If It Meant We Had To Make Products We Couldn't Be Proud Of. And We Discussed What We Could Do To Help Stem The Environmental Harm We Caused As A Company. We Talked About The Values We Had In Common, And The Shared Culture That Had Brought Everyone To Patagonia, Inc., And Not Another Company.

If You Want To Understand The Entrepreneur, Study The Juvenile Delinquent. The Delinquent Is Saying With His Actions, ‘this Sucks, I’m Going To Do My Own Thing.’

...it's The Same With Business. If You Focus On The Goal And Not The Process, You Inevitably Compromise. Businessmen Who Focus On Profits Wind Up In The Hole. For Me, Profit Is What Happens When You Do Everything Else Right.

At Patagonia, Making A Profit Is Not The Goal Because The Zen Master Would Say Profits Happen 'when You Do Everything Else Right'.

Mastery... Is To Work Toward Simplicity; Replace Complex Technology With Knowledge, Hard Work, And Skill.