Book of the month – “Let my People go surfing” by Yvon Chouinard

I am going to be recommending books that are somehow related to sport, brand and management. Those I pick have been useful to me and I will be outlining why.

One relevant book for everyone loving the outdoor industry is the one Yvon Choinard, founder of Patagonia wrote summarizing it´s experience to build up one of the main mountaineering brand of all times. His passion for the sport and honesty to fight for a cause lead him to be a reluctant businessman well-known for his work pro being every day more sustainable and giving a revenue to make this world a better space to explore.

Here are some of the best quotes I took for myself:

“How you climb a mountain is more important than reaching the top.”

“The goal of climbing big, dangerous mountains should be to attain some sort of spiritual and personal growth, but this won’t happen if you compromise away the entire process.”

“Doing risk sport had taught me another important lesson: never exceed your limits. You push the envelope and you live for those moments when you’re right on the edge, but you don’t go over. You have to be true to yourself; you have to know your strengths and limitations and live within your means.”

“I’ve always thought of myself as an 80 percenter. I like to throw myself passionately into a sport or activity until I reach about an 80 percent proficiency level. To go beyond that requires an obsession that doesn’t appeal to me. Once I reach 80 percent level I like to go off and do something totally different; that probably explains the diversity of the Patagonia product like – and why our versatile, multifaceted clothes are the most successful.”

“At Patagonia, making a profit is not the goal because the Zen master would say profits happen ‘when you do everything else right’.”

“We want customers who need our clothing, not just desire it.”