Let My People Go Surfing:  The Education of a Reluctant Businessman
By: Yvon Chouinard, Founder and Owner, Patagonia

I can honestly say that I do not recall the last time I wrote a book report! A friend of mine, and one of a select few people in my life that I truly find fascinating and could listen to his stories for hours on end, recommended this book to me the last time we met and I have to say, I can’t put it down.

Being a mountain fanatic and a pisces, the subject matter and book title were of interest to me from the get go; however, the philosophies and processes behind the business itself were very thought provoking and motivating. Jared Diamond, winner of a 1998 Pulitzer Prize, sums it up perfectly: “Three wonderful books rolled into one: a moving biography, the story of a unique business, and a detailed blueprint for hope.”

Patagonia’s Mission Statement:
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

The top 10 questions to ponder - in my opinion - are taken from the Philosophies section of the book; questions that I found both interesting and applicable to not only my job, but also almost any choice one makes in life when producing and/or purchasing a product.  These questions, and the recent garbage strike in Toronto…, have pushed me to think twice before buying something new or throwing something out for fear it will end up in landfill, and I will be further contributing to the environmental crisis.  I have small feet, but want to ensure I leave an even smaller footprint!

1. Is It Functional?
- ask yourself if this is really going to fill the need you think you have

2. Is It Multifunctional?
- better yet, ask yourself if this is going to fill more than just one need you think you have, and if not, think again!

3. Is It Durable?
- cheap is expensive, and expensive is cheap
- buy something of good quality otherwise you’ll end up paying for it again and again…

4. Is It As Simple As Possible?
“Simplify, simplify.” – H.D. Thoreau
“One ‘simplify’ would have sufficed.” – Ralph Waldo Emerson, in response
- will this simplify your life, are there any efficiencies to be gained that will offset the “costs” to produce it?

5. Is It Easy To Care For?
- do you really want to have to dry clean something or send something back to the manufacturer for repair?

6. Does It Have Any Added Value?
- if not, will it honestly bring you any added value or will it just take up space?

7. Is It Authentic?
- same comment as durable really

8. Have We Done Our Homework?
- are you buying the right item, from the right source, at the right time?

9. Is It Timely?
“If everyone thinks you have a good idea, you’re too late.” – Paul Hawken
- is buying this item a good idea? I mean really a good idea?

10. Does It Cause Any Unnecessary Harm?
- think about the process involved in producing the item you are considering, did, or could, it cause anyone harm along the way?

I highly recommend this book to anyone who has ever bought anything, made anything, sold anything, tossed anything, recycled anything, renovated anything, reused anything ….

Hmmm… a certain monologue comes to mind from the film Say Anything:

“I don’t want to sell anything, buy anything, or process anything as a career. I don’t want to sell anything bought or processed, or buy anything sold or processed, or process anything sold, bought, or processed, or repair anything sold, bought, or processed. You know, as a career, I don’t want to do that.” - Llloyd Dobler, played by John Cusack

I also recommend this film but perhaps that is a blog for another time…

One last thing to consider, if you do buy this book, buy it used and share it with a friend!