The practice of sustainable business

I recently finished Yvon Chouinard’s book, “Let My People Go Surfing.” Yvon is a personal hero and the founder/owner of Patagonia Clothing Company.

This is an inspiring story of how he weaves a conscience into his business, products and practices.

I truly find it fascinating to learn how companies are founded, especially when it’s by individuals whom personally needed something that didn’t exist and had the courage to bring that product or service to market themselves.

I was asked recently by Alex Bogusky why sustainable businesses practices wouldn’t interest everyone. (my answer: short-term profits).

By definition, a sustainable business would ensure the self-preservation of itself with the business of future generations.

Sustainable business practices should interest EVERY business because their future customers depends upon the survival of our species and this planet.

I truly enjoyed Yvon’s perspective of not yearning to become a big company, but a great one. To ask questions and seek the answers (i.e. truth) about how your business may affect other businesses, people and the environment.

Are we doing everything that we can as a business and as a person to make a positive difference and empower change?

Yvon sums up his book through the mission statement of Patagonia Clothing Company:

“To make the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.”

Brilliant.