Let My People Go Surfing: The Education of a Reluctant Businessman

by Yvon Chouinard

Yvon Chouinard-legendary climber, businessman, environmentalist, and founder of Patagonia, Inc.-shares the persistence and courage that have gone into being head of one of the most respected and environmentally responsible companies on earth.

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.

A newly revised edition of Let My People Go Surfing  is available now. 

Genres: Business, Nonfiction, Biography, Memoir, Leadership, Sustainability, Entrepreneurship

272 pages, Paperback

First published September 5, 2006

Reviews

[Preston Kutney · Rating 5 out of 5]

I don't know where to start with my reverence for Chouinard. He's my anti-business business hero, a reluctant radical in corporate America. The book opens:

"I've been a businessman for almost fifty years. It's as difficult for me to say those words as it is for someone to admit being an alcoholic or a lawyer. I've never respected the profession. It's business that has to take the majority of the blame for being the enemy of nature, for destroying native cultures, for taking from the poor and giving to the rich, and for poisoning the earth with the effluent from its factories. Yet business can produce food, cure disease, control population, employ people, and generally enrich our lives. And it can do these good things and make a profit without losing its soul. That's what this book is about. "

When I think about Patagonia, I think about a company that prioritizes its values over profits. The brand image of the company is not simply a product of skilled marketing, but an extension of the authenticity of its founder, and the culture he established. Chouinard never wanted to be a businessman, he didn't really care that much about making money; he simply needed to make a little cash so he could go climbing...and well, why not make climbing gear to do it?

As the company slowly took off, Chouinard grappled with that success. In a pivotal moment for the company, a management guru asked Yvon "If the main goal of the company is to fund environmental causes, why not sell the company today for $100M, and give it all rather than a steady drip of 10% of your profits?". Chouinard struggled with that question until he figured out his answer years later:

"I knew, after thirty-five years, why I was in business. True, I wanted to give money to environmental causes. But even more, I wanted to create in Patagonia a model other businesses could look to in their own searches for environmental stewardship and sustainability. "

Today, Patagonia's mission statement is "Make the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis." This philosophy took decades to catch on, but today it is common knowledge that mission-driven businesses develop strong brands and loyal customers, attract the best employees, and often deliver above-average returns to investors with lower risk.

When we think of contemporary innovative business leaders, we often think of people who developed products that made the future come to life. Yvon Chouinard did create a few new products, but that is far from being the most significant part of his contribution to the advancement of management. I would argue that the paradigm shift that is still under way, that you can "do well by doing good", which owes so much to Patagonia's example and success, will prove to be one of the most important business innovations of our age, and a key component of what (hopefully) tips us into a cleaner economy.

[Ryan Miller · Rating 2 out of 5]

Patagonia is an amazing company with great products and a commendable mission. I'm probably more apt to purchase something from Patagonia than from one of their competitors after reading this book, but I don't subscribe to Chouinard's overwhelming anti-establishment sentiment. Somebody's got to make enough money to buy their $500 ski jackets, and it isn't the dirtbags living out of their cars, smoking pot and eating cat tuna. The environmental conservation movement should not have to be so polarizing to be effective. Many "Patagoniacs" have a general disdain for people that work in professional services, but somehow don't appreciate that these are the very people that keep their company afloat!

That said, a lot of their philosophy is, in my opinion, spot on. Buy better quality, keep it for a lot longer, etc.

[Julie · Rating 4 out of 5]

This book changes you. If you don't come away doing SOMETHING more for the environment than you already are, well then I think there's something wrong with you. It's a do as I do book, and is quite effective at that. My company's next two printing projects will be done on 100 percent post-consumer content paper, produced with wind-generated power, and in a smaller format footprint than previously intended...because of this book. I'm riding my bike to work more often ... because of this book. I leave my car home on the weekends and do the grocery shopping with my children all on our bikes, each with a backpack ... because of this book. It all matters. It all adds up.

[Michelle Curie · Rating 1 out of 5]

Let me get one thing straight: I greatly respect and enjoy Patagonia as a company. I think the activism the brand endorses is not only admirable, but the only way to go forward in these times we're living in. And yet, for all my enthusiasm, reading something that felt like a novel-sized advertisement ad just wasn't that exciting.



Let My People Go Surfing is Yvon Chouinard's memoir. The man, who is 84 as of today, is not only a great climber, but environmentalist and something that he himself likes to call a reluctant businessman. He starts off this book by rightly acknowledging that no one actually wants to be a businessman. They're usually part of some sort of concept of an enemy: we think of cold, greedy, money-making suits. So Chouinard's had to come to terms with being actually quite good at that thing called business, which is lucky for us, because it lead to the birth of a today well-known brand called Patagonia.

I was more interested in the outdoor bits than the entrepreneurship in this. I think the cover and the title might have been a bit misleading for me, because I picked this up in a moment of longing for waves and a good surf, but instead got a very detailed business plan that felt like a humble brag for the longest stretch. You really can't blame Chouinard, because I highly respect the way he chose to build up his company, in a place as corporate as the United States it actually takes bravery and some real guts to make the decisions he made.

Chouinard chose morals over profit, authenticity over growth. As this novel lays out, there have been several instances in the process of building up Patagonia in which difficult choices had to me made. The company was founded in the early 70s, when sustainability wasn't as trendy and widely sought after as it is today. To create a clothing brand which priority is to ensure the best possible quality while also implement solutions to the environmental crisis we're facing is honourable.

So yes, the message is great, I just don't quite get why there had to be a whole book about it. It's just not that engaging to read and a summary of Patagonia's message can be found on their Wikipedia page or on their very own website as well, which I consider equally informative. Chouinard seems so concerned with convincing you that he's super different to your average businessman that it gets tiring after a bit. And yes, we get it that Patagonia is great to work for and yes, you have mentioned that you love your customers already.

A lot of people seem to love this, so I assume it's about approaching this with the right expectations: it's a business book more than anything else, so if you're looking for more insights into the life of someone with a strong connection to the natural world, this just isn't it.

[Renee · Rating 4 out of 5]

I expected to dislike this book and dislike YC after reading it, but I was wrong. I was actually quite impressed with his vision and efforts and *some* of his business policies.

Most criticisms I hear about Patagonia are one of two things. First, that it’s too expensive. This is discussed and makes sense to me. He wanted to make the best quality possible, that could last a long, long time, to reduce waste. At the same time, he’s not looking to be dry-clean only, but durable and usable. I have had two expensive Patagonia coats. One I wore until the zipper broke, and I mailed it in and they replaced the zipper, free of charge. The other fell apart at the seams after a strange interaction with my dryer sheets, we think, and they replaced it with the newer year’s version, which would have cost more, again free of charge and with no hassle. These experiences match what he preaches in his book. Yes, I pay more upfront, but less in the long run if it truly lasts. Also, pro deals are to let those who truly are passionate about the sport afford the gear for much less. He’s not trying to make the cheapest disposable product. Walmart has that covered.

Second, people love to say that Patagonia only supports environmental causes bc it’s advertising and will help them sell more. I liked how he described how each time they made a change to better the environment, it actually saved them money. If you find a way to support your cause and run a business, that doesn’t seem worse to me than just running a business. He acknowledges the press/marketing they get, but it doesn’t mean they don’t actually care.

I did feel it fell flat in some parts, esp the parts about management. Not his area of expertise. I also felt annoyed that he seems to think that working in the outdoor industry is the only worthy and valuable career. He makes fun of lawyers, but I bet he’s needed them. He seems oblivious at times to the fact that not everyone needs to live his way or share his priorities. I think this is kind of common in that world.

Overall a good read, and I learned a lot of interesting history of climbing and enjoyed his learnings on business from several angles.

[Mason Wiebe · Rating 4 out of 5]

Chouinard’s story of his values and what led him to start Patagonia. The principles that drive his company are really his own and he is a reluctant businessman. Big focus on quality, durability and doing more with less. He is a committed environmentalist and believes businesses should be responsible for the damage they do to the Earth. Refreshing.
Quotes I liked:
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. -Yvon Chouinard

The more you know, the less you need. -Yvon Chouinard

Everything we personally own that’s made, sold, shipped, stored, cleaned, and ultimately thrown away does some environmental harm every step of the way, harm that we’re either directly responsible for or is done on our behalf. -Yvon Chouinard

How you climb a mountain is more important than reaching the top.
-Yvon Chouinard

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.
-Yvon Chouinard

…the worst thing said about him is that he was “uncurious.”
-Yvon Chouinard

…most of the damage we cause to the planet is the result of our own ignorance.
-Yvon Chouinard

[Joe · Rating 1 out of 5]

I'm always wary of the stories of successful people who make it seem like they fell into their success. At the same time, because Patagonia is, for a for-profit business, very environmentally responsible and family-oriented, I really wanted to like this book. Unfortunately, I didn't.

The beginning is pretty interesting, as Chouinard writes about his early life and how his company started making better equipment for mountain climbers. I was with him for this part. He figured out how to build a better mousetrap and the world beat a path to his door.

As the company grew, Chouinard wrote about how little he knew about business. Mostly, he wanted to keep climbing and surfing and fishing. He makes it seem as if his business sort of magically grew. I find that much harder to swallow. You don't get to be the size of Patagonia without some very savvy business people running things. While at first it was just Chouinard and his friends, my guess is that not every employee was a ski bum.

There are many reasons to laud Patagonia. The company is incredibly environmentally responsible. They were on the forefront of implementing family leave for employees who gave birth. They had child-care on site so that families can be together.

But as another reviewer pointed out, Patagonia clothing is damned expensive. Chouinard certainly touts Patagonia as a company run by thrill-seeking iconoclasts for thrill-seeking iconoclasts. Then he charges prices that only lawyers and corporate executives who want to come off as thrill-seekers can afford.

In my opinion, this book is a little disingenuous. Chouinard may be a reluctant businessman, but he certainly hired some very competent businesspeople to work for him and help build his company. That was not the message I was looking for out of this book.

[Willian Molinari · Rating 4 out of 5]

I'm migrating all my reviews to my blog. If you want to read the full review with my raw notes, check it here: https://pothix.com/letmypeoplegosurfing/

It was 3 stars until 70% of the book but the ending deserves 4.

This book is the story of Patagonia and how its founders deal with business, people, and the environment.

Their way of life resonates a lot with what I think is a good way to live. Maintain a sustainable business, hire people you trust, and give them enough freedom to live a good life while giving their best to make the company grow, thinking about the environment, grow only when you have to grow (to supply your demand), live a minimalistic life, and so many other stuff.

The book speaks in the first person, about their own story.

[Elaine · Rating 4 out of 5]

Inspiring and compelling memoir - maybe less of a 'business' book and heavy on the environmentalism and snarky remarks about companies that aren't Patagonia, but a valuable reminder of the state of the world and negatives of capitalism nonetheless. It was interesting to see Chouinard implement practices into Patagonia culture that resemble that of tech companies today - you can really feel his passion for the outdoors and environmental mission through the pages. Some of the content is a bit dated (published in 2005) but the general message continues to ring true.

I would recommend reading this in a physical form if possible - much nicer to flip through the many pages of glossy photos and blurbs on paper than the strangely cutoff ebook version.

[Alper Çuğun · Rating 5 out of 5]

Chouinard tells the story of how the succes of his company Patagonia has forced him to invent a whole and balanced way of doing business. He takes a longer term view focused on real sustainability and in doing so he does does away with conventional business paradigms where the goal is growth at any cost.
Patagonia as told by Chouinard is an example for the rest of the world with a dedication to the highest level of quality and the lowest amount of side-effects, environmentally and socially. Once you have read this, morality alone should convince you that there is no other way of doing business.

The story Chouinard tells is reminiscent of Ricardo Semler's story in the Seven-Day Weekend but whereas Semler's stories tell of an anecdotal success, Chouinard rolls out a comprehensive philosophy that is the basis for all of Patagonia's action and takes Semler's principles to their logical conclusion.

I am not an environmentalist in the traditional sense of the word but change is necessary. I think we can and will live in harmony with the environment if we employ a positive world changing outlook, technological progress, market forces and cradle to cradle thinking in a good way. Chouinard gives example after example of these strategies and the change they have created. Patagonia is both a profitable company and an exemplary environmentalist at the same time. They show how doing things right can be more fun, better for the world and cheaper in the long run.

Personally this book has persuaded me that conservation of nature and the last pieces of wilderness is important and that the resources we consume should be in balance with the planet harvested organically and sustainably.
In business the example of Patagonia has strengthened my resolve to be in business myself. For the same reasons: to do what you believe in, do good and to lead by an example others can follow.

[Emily McKinney · Rating 3 out of 5]

5 stars for the first section describing how Patagonia came to be, 2 stars for the second section where the book turned into a many- paged Patagonia advertisement.

[Ynna · Rating 5 out of 5]

Yvon Chouinard wanted to make a little extra cash so so he could support his rock climbing hobby and decided to create his own climbing equipment. Years later, a simple desire to do what he loved evolved into an outdoor recreation company recognized for its quality, consistency, and sustainability. After reading this memoir, Patagonia means so much more to me now than colorful fleece pullovers and vests. Chouinard's unusual approach to business includes campaigns which literally ask customers not to buy his products, offering repair services for used or damaged products and donating 1% of all sales to environmental causes. Perhaps the most endearing thing I learned about Patagonia is their dedication to families. Yvon and his wife Malinda didn't want to run a company where parents had to be away from their children, especially during the early years of childhood so they worked to create on-site childcare services and generous maternity and paternity leaves. Besides sharing his business philosophy, Yvon shares his Zen inspired life philosophies and how he incorporates his desire to do good into his business practices. I was inspired and humbled when reading this and forced to re-think my very American consumer habits. My biggest takeaways from Let My People Go Surfing were:
1) Buy only what you need and make sure it's high quality so you don't have to buy it again
2) The earth is dying and we are killing it
3) It's the little efforts of human beings striving to do good and make the world better that combine to make significant positive changes for our planet and generations to come

This book also includes dozens of beautiful pictures of Patagonia employees enjoying themselves in nature as well as incredible scenery from around the world.

I have a definition of evil different from most people. Evil doesn't have to be an overt act, it can be merely the absence of good. If you have the ability, the resources, and the opportunity to do good and you do nothing, that can be evil.

[Enrico Berta · Rating 5 out of 5]

At certain times a bit idealistic and naive, however overall, if read with a certain sense of "self-conciousness" knowing that it simply won't be that easy and that many more factors are to be considered (like for example the high pricing of his clothing which he doesn't tackle at all or that working towards a sustainable environment is for most people a privilege many people simply cannot afford (here it is also important to mention that it is on the other hand usually the privileged ones who can do something against it that are causing the environmental problems with vast overconsumption)) literally a "goodread" for me and I recommend it to anyone who is at least slightly concerned about the direction in which our world is going. Well sourced and decorated with marvellous pictures too.

Sorry for the long brackets :)

[Katy O. · Rating 5 out of 5]

(audio) I mean, I already wanted to wear nothing but Patagonia for the rest of my life but now I don’t know if I CAN wear anything but Patagonia for the rest of my life? I also don’t know if I can work anywhere else but of course they don’t hire just anyone so I’m doomed to a life of unfulfilled career dreams because after reading this I’m convinced all other employers are trash. A memoir by the founder of Patagonia naturally inclines you toward favoring the company but this is a MANIFESTO FOR THE WORLD. I dare you to experience this book and not change your life in meaningful ways. NOTE: I listened to the 2016 10th anniversary edition with the updated forward & epilogue, and it was eerie how much has changed in the world since 2006 & 2016, but also how perennial this book is.

[Olivia Law]

Probably my favourite business book I've read (not that I've read a lot). Definitely made me feel like Patagonia is a good company to support. Really loved reading all about the journey, and appreciated the long environmental section too at the end.

Updated Mar 22, 2022:
This is definitely my favourite business book. I feel like I got so much more from my second reading. I am consistently inspired to do better!

[Diane Law · Rating 4 out of 5]

What an admirable company. Its great to hear about an organisation doing the right thing, just because it IS the right thing, not just for profit.
Without being preachy, Chouinard explains the various company philosophies of Patagonia from production to people. Most organisations could learn a lot from them.

[Patrick Herlihy · Rating 1 out of 5]

Not a surfing book.

[Leah Neff · Rating 5 out of 5]

Another book in my quest to constantly ruin the vibe in social settings

[Ola Niechciał · Rating 5 out of 5]

Very impressive and truly inspiring. And amazing photos. Def. a MUST READ.

Key highlights:
- PD Philosophy Quote- When I'm working on a problem, I never think about beauty. I think only how to solve problem. But when I have finished, if the solution is not beautiful, I know is wrong. (R. Buckminster Fuller).
- Marketing Philosophy - Branding is telling people who we are. Promotion is selling people on our product. Our promotion efforts begin with the product.
- Management Philosophy - It's not the strongest species that survivors, nor the most intelligent, but the one most responsive to change (Ch. Darwin)

Environmental Philosophy:
- I've found the cure for depression is action, and action is the basis for the environmental philosophy at Patagonia.
- Focus on the causes, (...), no the symptoms.
- Among the multitude of threats facing life on Earth, there is none more threatening than global climate change.
- In other words, we need to go back to the old ways of farming, with organic practices, biodynamics, and crop rotation leading the way.

Def. of Evil - If you have the ability, the resources, and the opportunity to do good and you do nothing, that can be evil. Evil doesn't have to be overt act, it can merely the absence of good.

[Giordano Margaglio · Rating 2 out of 5]

I have mixed feelings about this book.

It's a clear example of someone who wants to change the system "from the inside", yet I can't help but feel mistrust when the same person - though "reluctant" - is a businessman running a multi-millionaire corporation. Yes, a corporation with good principles, a mission to safeguard the environment and donating part of profits to grassroots movements. But still, a corporation which - though reluctantly - ends up harming the planet and overexploiting its finite resources.

In general, I strongly recommend the book to anyone running a business, leading a team or with an entrepreneurial inclination. There's a lot of value in the description of the ethical management of resources - both human and material -, the scale-up process and the overall philosophy of running a business.

If, on the other hand, you're an environmentalist who believes that - regardless of the principles upon which the system is built - we just can't keep on living in such a system, well, maybe not so much.

[Kimron · Rating 3 out of 5]

Can't believe I am reading a business book, and one with this name


Update: giving this three stars only because I believe it was written as a kind of manifesto from the founder to the employees of Patagonia. So if I were one of the aforementioned, I would give it five stars - but as a general consumer it is interesting, but not the most interesting book in the world. This guy has real convictions and it is - dare I say it - inspiring. Still, if you're going to read a hyped up book that mentions surfing by a middle aged California guy, then it has to be Barbarian Days.

This was a nice skim for when I didn't feel like reading something dense, and he does lay out his business modus operandi clearly and convincingly. Don't all successful companies know by now that they should treat their employees well, and that having hobbies is inherently, always good?

[Dan · Rating 3 out of 5]

Chouinard is an environmental and outdoor icon for good reason but the writing in this book is "scatterbrained". I couldn't help but think that is a reflection on Chouinard's personality.

In this book there are many very dated photographs and unfortunately they are more interesting than the narrative. Case in point. There is a photo of a couple at Joshua Tree National Park. The mom can be seen throwing a baby from one rock across a gap to the dad on the other rock. It is remarkable to me because Patagonia used it in their advertising but the 90s were a different era.

So in summary there are much better crafted biographies out there on business icons including those books on Phil Knight and Steve Jobs. I will admit those guys have a lot of baggage but the stories were better told.


3 stars

[John Conway · Rating 4 out of 5]

A banger business book. Very important to me.

Less about the business world and more about what a business should be, in Chouinard’s case how it should interact with the environment and people. Patagonia was one of the first companies in the US to introduce flexible hours and one of the first to have on site childcare, healthy free food on site and to employ people they were selling to (pro mountain climbers, surfers etc), not employing business people.

What he says about the environment was extremely important when he wrote the book and still is now. Being someone who grew up in the 40s/50s and experiencing places like California before it was built over or surfing from remote pristine beaches that are now covered in rubbish or climbing glaciers that are now gone or interacting with animals that are now extinct really puts into perspective how much we have fucked the planet and how most people aren’t aware of that. When he had kids he wanted to leave the world in a better place than he found it. His generation did the opposite and our generation is likely to do the same.

However he still runs a multi billion dollar manufacturing company. Manufacturing and sustainability don’t go together. So while I understand he wanted and wants to make products that are useful to people and make them happy, there’s only so big you can become without destroying things.

[Claire Stanovich · Rating 5 out of 5]

A very very good and informational read. Loved hearing all of the stories of how this company was founded. Did I agree with everything it had to say? Not at all, but it’s good to read multiple perspectives and opinions. Did it make me think a lot about myself as a consumer and all the things I own? 100%

[Hanne Krogsæter · Rating 5 out of 5]

"From my feeble attempt at simplifying my own life I've learned enough to know that should we have to, or choose to, live more simply, it won't be an impoverished life but one richer in all the ways that really matter" -Y. C.

[Carmen EB · Rating 5 out of 5]

Must read. No es una novela, es un manual sobre cómo hacer bien las cosas. Un recordatorio de que todo es posible cuando los valores son la base de cada decisión.

Este libro te abre los ojos y te invita a recapacitar mirando hacia el futuro, recordándote que todos jugamos un papel. Chouinard lo resume muy bien en tres pilares: ‘restraint , quality and simplicity’.

La conclusión es clara: querer es poder. Lo verdaderamente importante es tener claro qué quieres y mantenerte fiel a ello.

[Shawna Hopper]

Very cool - lots of respect for Patagonia's philosophies.

[Ben Gigone · Rating 5 out of 5]

Should be required reading for every entrepreneur and business-person. Our world will be much better off when more companies structure themselves alongside Chouinard’s philosophies. Patagonia 4ever

[Sébastien · Rating 5 out of 5]

Let my people go surfing is about letting your employees have a flexible schedule to go surfing when the waves are good in the afternoon, or go ski in the morning when a big drop of snow just fell in the nearby mountains

It’s also about how to care more about the planet, how to live a more enduring life and find purpose.

[Mico Go · Rating 4 out of 5]

YC inspiring me to do my part and leave the world in a better state than I found it in