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"The Company on a Surfboard: The Entrepreneurial Philosophy of Patagonia" by Yvon Chouinard
"The Company on a Surfboard: The Entrepreneurial Philosophy of Patagonia" by Yvon Chouinard
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Description
Introduction · · · · · ·
How to turn a hobby into a lifelong career? How to create a top commercial brand by taking advantage of the sports craze? How to make a profit without losing the soul in the wave of consumption upgrade? If you don't agree with the traditional business model, how to lead the company to success? Yvon Chouinard, the founder of Patagonia, personally reveals the secrets and tells the entrepreneurial practice of the top outdoor brand Patagonia in all aspects.
Combining Patagonia's business practices over the past 10 years, Chouinard once again showed us this successful green business model and alternative corporate culture: bringing together highly independent people to keep the company profitable without losing its soul; and making the company sustainable under a feasible green model. At the same time, he unreservedly presented Patagonia's entrepreneurial philosophy in eight aspects, including products, production, sales, brand, finance, human resources, management, and environment.
In the cover of this book, he is riding freely in the sea on a surfboard, which is the soul of the cover design and the entire book.
About the Author · · · · · ·
Yvon Chouinard, the founder of Patagonia, the world's top outdoor brand, is known as the "Gucci of the outdoors". He ranks first in sales in American outdoor retail stores and REI, the largest outdoor retail chain in the United States. Chouinard is also a pioneer in outdoor sports. In the 1950s, he began his business journey by designing, manufacturing and selling mountaineering equipment. He borrowed French ice climbing technology and improved the ice axe, which became the basis for the design of modern ice axe. In addition to rock climbing, he is also particularly good at surfing, kayaking and fishing. He encourages his employees to put down their work and go surfing when the waves come.
Chouinard is a staunch environmentalist. In 2001, he co-founded the "1% Earth Tax" corporate alliance, which uses the 1% Earth Tax to protect and restore the natural environment. As the first company to impose its own Earth Tax, Patagonia pledged to use 1% of its annual sales to fund environmental protection.
Table of contents · · · · · ·
Preface to the Second Edition Patagonia, Breaking the Tradition Preface to the First Edition Patagonia, Building a Responsible Business
1. Patagonia's Entrepreneurial Practice I have always avoided positioning myself as a businessman. I am a rock climber, surfer, kayaker, skier, and blacksmith. If I have to be a businessman, I will follow my own rules. We have never deliberately broken with the traditional corporate culture that sticks to conventions and suppresses creativity. We are just trying to stick to our traditions.
2. Patagonia's Entrepreneurial Philosophy In the past 10 years, we have made many mistakes, but we have never been lost for too long. The business world is different from mountains. Its contours change constantly and without warning. In such a business world, only rough maps are useful, and what we have is a business philosophy that is suitable for such rough maps.
Product philosophy Make the best products and eliminate unnecessary harm Production philosophy Build a perfect symbiotic system Sales philosophy Build connections at the beginning of the user's "journey" Brand philosophy Live our image Financial philosophy Our purpose has nothing to do with profit Human philosophy Let my employees surf Management philosophy We don't want drones who only know how to follow orders Environmental philosophy Don't be the elephant in the room Postscript Turn around and take a step I made a few small attempts to simplify my life, and what I got from it was enough to let me know that if we must or choose to live a simpler life, then the result will not be poverty but a richer life in all the ways that really matter.
Afterword to the Translator
