Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

Issue link: http://book.trendhunter.com/i/42053

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CULTURE OF REVOLUTION · Experimental Failure Don't celebrate the attainment of the summit, celebrate the style of climb CULT BRAND PATAGONIA is a sporting goods company with a con- science. In their 1974 catalogue, co-founders Yvon Chouinard and Tom Frost published a surprising essay suggesting that people should buy fewer of their products.37 Specifically, they asked hikers to carry less gear to reduce adverse impacts on the environment. This is not the advice you'd expect from a profit-centered company. 100 The essay contained a statement that serves as a reflection of their cul- ture: "It is the style of the climb, not the attainment of the summit, which is the measure of personal success." Years later, Chouinard's hiking philosophy would become a metaphor for the way that Patagonia was managed. In the 1991 recession, aggressive borrowing forced the company to lay off 20% of its workforce. This deeply impacted Chouinard. Ever since, he has restricted the company's growth and borrowing, focusing instead on the style of Patagonia's climb. Despite the constraints, Patagonia has evolved into a coveted brand. Celebrating the "journey" fuels morale and passion.

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