Let My People Go Surfing

The Education of a Reluctant Businessman

by Yvon Chouinard

Most businesses optimize for a single metric: profit.

But what if a company optimized for something else—like environmental sustainability, employee happiness, and product quality—and still managed to thrive?

Let My People Go Surfing (2005) reveals how Patagonia has done exactly that. This isn't just the story of an outdoor clothing compa…