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Penguin Books

Let My People Go Surfing: The Education of a Reluctant Businessman--Including 10 More Years of Business Unusual

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Format: Paperback, Illustrated


Description

In this newly revised 10th anniversary edition, 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 handyman 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. "This is the story of an attempt to do more than change a single corporation--it is an attempt to challenge the culture of consumption that is at the heart of the global ecological crisis." --From the Foreword by Naomi Klein, bestselling author of This Changes Everything Read more


Publisher ‏ : ‎ Penguin Books; Updated 2nd edition (September 6, 2016)


Language ‏ : ‎ English


Paperback ‏ : ‎ 272 pages


ISBN-10 ‏ : ‎ 0143109677


ISBN-13 ‏ : ‎ 79


Lexile measure ‏ : ‎ 1200L


Item Weight ‏ : ‎ 1.28 pounds


Dimensions ‏ : ‎ 8.5 x 5.43 x 0.3 inches


Best Sellers Rank: #12,888 in Books (See Top 100 in Books) #4 in Environmental Economics (Books) #12 in Environmentalism #449 in Memoirs (Books)


#4 in Environmental Economics (Books):


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Top Amazon Reviews

    • Marketing Team Book Club
A must-read for anyone interested in marketing, branding, or business. Our team selected this for a book club and we all gained major insights! I will say that some sections are more entertaining than others - there are parts that are a bit dull - but the book overall was a good read!
Reviewed in the United States on July 21, 2023 by Steph
    • Que mi gente vaya a hacer surf: La educación de un empresario rebelde
Esto va más o menos así. Hace ya varios meses, me invitaron a la premiere del Adventure Film Festival. Allí, se estreno el documental "180º al sur"; la historia estaba protagonizada por dos personajes a esta altura míticos: Douglas Tompinks (Dueño de "The North Face" y "Espirit") e Yvon Chouinard (dueño de Patagonia y Black Diamond). La historia relatada fue sencillamente apasionante y épica; para coronar la noche, los organizadores lograron que el mismísimo Yvon se apersonara y conversará un rato con nosotros. Esa noche quede bastante prendado a la historia y el personaje que realizó tamaño viaje. Fue así como me empecé a interiorizar con Yvon y las cosas que ha hecho. El hito más grande que tiene como empresario, es la marca Patagonia, especialista en ropa y accesorios para practicar deportes al aire libre. Sin embargo Patagonia no hace "sólo productos", sino que se especializa en confeccionar los mejores productos que a su vez, causen el menor daño al medio ambiente. Así pues, me compré uno de sus libros (tiene otro sobre escalada en hielo) el cual habla de su atípica formación en el mundo de los negocios y cómo en varios años, Chouinard Equipment -ahora Patagonia- pasó a ser la marca líder en una categoría altamente competitiva. "Que mi gente vaya a hacer surf" es un libro imprescindible, redondo, entretenido, diverso y apasionado. Se nota que fue escrito por un hombre indomable, que ha perseguido cada día de su vida una visión que se mantenido inalterable y enaltecida. Desde su atípica niñez y llegada a California, Chouinard va relatando en primera persona una vida que a ratos fue apresurada, desordenada e instintiva, mas siempre se mantuvo leal y respetuosa con la madre naturaleza, un "personaje" que influye sus pasos y los de Patagonia hasta el día de hoy. El libro es extremadamente interesante, puesto que muestra por dentro cómo funciona una de las empresas más exitosas, pero a la vez atípicas. Chouinard sabe que Patagonia es parte de "un culto" y que la gente que consume sus productos esta verdaderamente comprometida con el medio ambiente. Así también, sabe que su éxito los ha llevado a ser un modelo a seguir por cientos de empresarios en todo el mundo, lo cual ha hecho que muchas marcas entiendan que se puede generar dinero y ser socialmente responsable. Esta posición inmejorable ha hecho de Patagonia un líder que con iniciativas como la donación del 1% de sus ganancias anuales a causas medioambientales, ha cambiado la forma de hacer negocios. Si bien les recomiendo leer el libro entero, aquí hay una serie de puntos que rescato y atesoro de sobremanera: - Todas las decisiones de la compañía son realizadas en el contexto de una crisis medioambiental. Debemos evitar todo daño a la naturaleza mientras buscamos una constante mejora de nuestros productos. - La máxima atención es dada a la calidad del producto, definida en términos de durabilidad y resistencia. Multifuncionalismo, no obsolescencia y el tipo de belleza que emerge de la absoluta adecuación a la tarea para la que ha sido desarrollado. - El consejo de dirección (de Patagonia) reconoce que las comunidades exitosas son aquellas que se relacionan de un modo sostenible con el medio ambiente. - Sin que por ello sea nuestra prioridad, buscamos el beneficio económico de nuestras actividades. - La imposición de la tasa de un 1% de nuestras ventas anuales brutas, o el 10% de nuestros beneficios, como impuesto para mitigar las consecuencias medioambientales derivadas de nuestra actividad. - Todos los estamentos laborales de Patagonia potencian actividades proactivas que reflejen nuestros valores, incluido el apoyo financiero para los trabajadores que, ejerciendo una militancia civil no violenta, tengan problemas legales. - En nuestras operaciones internas, la gerencia de la empresa trabajará como un grupo que fomente la máxima transparencia. En todos los niveles de nuestra actividad corporativa, potenciamos una atmósfera colaborativa. Sin lugar a dudas, éste es un libro inspirador. Así como su creador, "Que mi gente vaya a hacer surf" es un documento disruptor, anormal y genial. Hoy por hoy, soy cliente de Patagonia y creo firmemente en su postura frente a la vida. Pensar que todo partió con una película. La vida no deja de sorprenderme. ... show more
Reviewed in the United States on September 12, 2011 by Cristian Guajardo Garcia
    • Inspiring
A timeless resource for personal and professional introspection and growth
Reviewed in the United States on August 3, 2023 by Brittany Brown
    • Business NOT as usual
In 1968 in-route to the actual Patagonia (Argentina), a young Yvon Chouinard stops to cool off in a jungle river. Failing to test the waters (only a foot deep), he dove in and suffered a nasty compression fracture nearly paralyzing him. Hard lesson ... In this wonderful business-philosophy autobiography, Yvon Chouinard tells this story in context of company strategy and ends with the conclusion, "Go for it ... but do your homework first." Such is the enticing mixture of adventure pursuits and nitty-gritty business acumen in this unique book. It is the story of a truly unconventional company - and founder - not willing to settle for mere status-quo. Calling Chouinard a "reluctant businessman" is probably the understatement-of-the-year; but, judging by their success, he is a good one. What really makes Chouinard stand out - and worthy of emulation - is his willingness "to live the examined life," challenge entreched pardigms and act with conviction. But one question haunted Chouinard for years: "WHY are you in business?" With much soul-searching, he arrived at a clear, holistic charter for his company: "Make the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis." The realization that his company could be both a platform and catalyst for positive change gave birth to a new era for the company. Ever since Chouinard and the "Patagoniacs" have created a culture of planetary awareness and stewardship that reaches far beyond Ventura. From being the first catalog to use recycled paper ... to championing recycling soda bottles into "PCR" fleece ... to the horrifying study about pestide use that inspired organic cotton ... to pioneering child daycare when no one else cared, Patagonia has risen above the business-as-usual excuses and said, "Enough, we will be different." But especially refreshing is a lack of pretentiousness and refusal for "cheesy green marketing" - as they realize the big picture and how far they have to go. Similarly, Chouinard was one of the first proponents of "ecological footprint" and the un-business-like conviction of limited growth - realizing the planet does not have unlimited resources to plunder and abuse. So, in an era where pleasing the shareholders seems to trump most other responsibilities in business, Yvon Chouinard is a refreshing, counter-cultural beacon of light to help us see the limited thinking and often tragic errors of our business-as-usual capitalist culture. If you care about the environment, product quality, community and the love of the outdoors, Yvon Chouinard's story will inspire you - and probably motivate you to change in some positive way. Even if his book merely instills more awareness of our choices - personally and professionally - it will have succeeded in fulfilling Yvon Chouinard's desire to influence the world for the better through his company. A most unique "business book" that should be required reading at business schools. 5 stars. ... show more
Reviewed in the United States on January 26, 2006 by Alan Lekan

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