Inspiration For Regeneration, Takeaways From “Let My People Go Surfing”
Book club review by Laura McDermott
If you follow Patagonia from a business perspective, your first thoughts are likely their headline-grabbing statements like the 2022 declaration that "Earth is now our only stakeholder," or the iconic 2011 New York Times ad boldly telling consumers, "Don’t Buy This Jacket" in defiance of the Black Friday frenzy.
Cover: Winter swell at Rincon Point, 1973. Photo: Steve Bissell. Book photo: Tim Davis
But if you’ve been reading along with us over the past month, you’ve discovered the deeper "why" behind these moves. Beyond the communications and campaigns that went viral lies the intentional, regenerative philosophy that fuels Patagonia’s unique approach to responsible business. At a time when commercial uncertainty and environmental threats are being felt acutely around the world, this book brings a fresh and positive perspective, upon which we could all reflect.
“From his youth as the son of a French Canadian blacksmith 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.” - Good Reads.
The book, beautifully designed with archived photos, reader-friendly stories, and anecdotes that weave through the tapestry of Patagonia’s culture and history, is remarkably accessible in bringing a different way of thinking to the fore.
Many of us at Colectivo teach in top business schools, guiding students through the design, innovation, strategy, and governance methods necessary for environmental and social responsibility. Yet, while it’s somewhat easier to teach the "how" and the "what" of Responsible Business, Yvon Chouinard provides a unique, first-hand voice to the "why" businesses must respect both people and the planet. The book masterfully fuses pragmatic business lessons with the author's deep, almost spiritual connection to the planet and the landscapes he has been fortunate enough to traverse as a legendary climber.
I first read this book while living in Spain, and still remember the resonance felt with the turning of each page, learning about Chouinard's perspective on a new way of business. It is the kind of book that inspires a new way of thinking, inviting us to pause and reflect on the bigger picture before getting caught up in the day-to-day.
My own copy is filled with highlights, ideas scribbled in pencil in the margins, dog-eared corners, and color-coded stickies (trying to decode the legend I used with those stickies would be an effort in itself). While that level of "interaction" might not be everyone’s cup of tea, I encourage you to treat this text not just as a book to be read and shelved, but as a living source of inspiration and reflection to return to again and again.
If you haven’t had a chance to read or complete it yet, consider this your sign. In the meantime, here are some high-level takeaways to let marinate…
Let My People Go Surfing: The Education of a Reluctant Businessman by Yvon Chouinard (founder of Patagonia) is part memoir and part philosophical manifesto. The book is primarily divided into two sections: History (the story of Chouinard Equipment and Patagonia) and Philosophies (the core pillars of how the company operates).
1. The Power of "Clean Climbing" and Ethical Pivot
The book illustrates that Patagonia didn't start as an environmental leader, it became one through self-correction. Chouinard’s first business, Chouinard Equipment, sold steel pitons that damaged rock faces. Seeing the destruction, they pivoted to "chocks", removable gear, despite the pitons being the mainstay of their business.
Takeaway: This is a powerful example of responsible business in action, highlighting the willingness to pivot even successful products if they pose undue harm.
Archival climbing tools from Yvon Chouinard’s early days.
2. Product Design: Quality as an Environmental Act
Chouinard argues that the best way to help the planet is to make products that last a long time, are multifunctional, and are easy to repair.
Takeaway: "Quality" isn't just a marketing term, it is the degree to which a product fulfills its function without being wasteful or trendy. Businesses now, more than ever, need to look inward at their products and services to understand where risks of waste or harm may be created. Through design, innovation, and a culture that fosters new ways of thinking, opportunities present themselves.
A Patagonia Worn Wear mural in New York, turning a city wall into a manifesto for repair, longevity, and resisting throwaway consumption.
3. Management: "Let My People Go Surfing"
The famous title refers to Patagonia's flexible work culture. Chouinard believes in hiring "independent" people who are passionate about the outdoors. He trusts them to get their work done but allows them to leave when the surf is good or the powder is fresh.
Takeaway: We should reflect on the level of oversight exercised across teams. Is there space and time available to explore and be present in the core area of the business, as opposed to the pure executing tasks? Businesses, especially customer-facing companies, could benefit from hiring people they trust who are also the core users of their product.
4. Financial Growth: Organic over Artificial
Chouinard is famously "reluctant" about traditional business growth. He advocates for "organic growth," where the company grows only as much as customers demand, rather than through aggressive, artificial marketing.
Takeaway: This perspective on commercial growth is powerful, especially given Patagonia’s strong commercial history. While growth often feels like the primary priority, what would happen if we maintained strong profits without exceeding our resources or ecological limitations?
5. Environmentalism: The 1% Tax
The book outlines Patagonia’s commitment to "paying their dues" for the pollution they inevitably cause. This led to the creation of 1% for the Planet, a pledge to give 1% of total sales to grassroots environmental groups.
Takeaway: This reflects a clearly atypical mindset: that business is a major cause of environmental problems, and therefore must be a major part of the solution.
Yvon Chouinard pictured in his workshop, a quiet counterpoint to conventional leadership. Less CEO, more craftsperson, this image reflects Patagonia’s belief in trust, autonomy, and work shaped around life, not the other way around.
6. Mastery through Simplicity
A recurring Zen-like theme throughout the book is that "the more you know, the less you need." This applies to both gear (simpler tools are often better) and business operations (stripping away layers of management).
Takeaway: Mastery is achieved not when there is nothing more to add, but when there is nothing left to take away.
On a final note, we leave you with Yvon Chouinard’s sign off message in the 2022 letter “Earth is now our only shareholder”...
“It’s been nearly 50 years since we began our experiment in responsible business, and we are just getting started. If we have any hope of a thriving planet—much less a thriving business—50 years from now, it is going to take all of us doing what we can with the resources we have. This is another way we’ve found to do our part.
Despite its immensity, the Earth’s resources are not infinite, and it’s clear we’ve exceeded its limits. But it’s also resilient. We can save our planet if we commit to it. “ - Yvon Chouinard
