Goodreads helps you keep track of books you want to read.

Start by marking “Let My People Go Surfing: The Education of a Reluctant Businessman--Including 10 More Years of Business Unusual” as Want to Read:

Other editions

Enlarge cover

Rate this book

Clear rating

1 of 5 stars 2 of 5 stars 3 of 5 stars 4 of 5 stars 5 of 5 stars

Open Preview

Let My People Go Surfing: The Education of a Reluctant Businessman--Including 10 More Years of Business Unusual

Yvon Chouinard,

Naomi Klein (Foreword)

4.23 · Rating details · 13,180 ratings · 1,062 reviews

In his long-awaited memoir, 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 expeditio ...more

Get A Copy

Kindle Edition, 270 pages

Published September 6th 2016 by Penguin Books (first published 2005)

More Details... Edit Details

Friend Reviews

To see what your friends thought of this book, please sign up.

Reader Q&A

To ask other readers questions about Let My People Go Surfing, please sign up.

Lists with This Book

This book is not yet featured on Listopia. Add this book to your favorite list »

Community Reviews

Showing 1-30

Average rating 4.23 ·

Rating details

· 13,180 ratings · 1,062 reviews

More filters

Sort order

Start your review of Let My People Go Surfing: The Education of a Reluctant Businessman--Including 10 More Years of Business Unusual

Dec 30, 2015 Preston Kutney rated it it was amazing · review of another edition

Shelves: saving-the-planet, business

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 giv 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. ...more

flag 42 likes · Like · see review

Jan 09, 2012 Ryan Miller rated it it was ok · review of another edition

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 polar ...more

flag 42 likes · Like · see review

Mar 19, 2008 Julie rated it really liked it · review of another edition

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 l ...more

flag 31 likes · Like · see review

Feb 03, 2008 Mason Wiebe rated it really liked it · review of another edition

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 ...more

flag 9 likes · Like · see review

Nov 11, 2015 Cate rated it did not like it · review of another edition

I love origin stories, and was drawn to this to read the story of how Chouinard lives a life of adventure while running a successful business. The beginning was interesting, I liked reading about his early years and how he started making climbing equipment basically on the beach and growing that into a business. The "reluctant" part of the business story wears thin pretty quickly: this guy obviously knows how to run a business, and wants to run a business, so the whole I'm-really-just-an-outdoor ...more

flag 9 likes · Like · see review

Jul 06, 2017 Willian Molinari rated it really liked it · review of another edition

Shelves: audio, non-fiction, doist

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 minimal ...more

flag 8 likes · Like · see review

Mar 09, 2014 Joe rated it did not like it · review of another edition

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 bet ...more

flag 7 likes · Like · see review

Feb 19, 2018 Renee rated it really liked it · review of another edition

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 ha 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. ...more

flag 5 likes · Like · see review

Apr 12, 2012 Alper Çuğun rated it it was amazing · review of another edition

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 ...more

flag 4 likes · Like · see review

Jul 29, 2017 Enrico Berta rated it it was amazing · review of another edition

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 c ...more

flag 4 likes · Like · see review

Jan 09, 2021 Claire Stanovich rated it it was amazing · review of another edition

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%

flag 3 likes · Like · see review

Nov 06, 2019 Ben Gigone rated it it was amazing · review of another edition

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

flag 3 likes · Like · see review

Apr 18, 2020 Henry Manson rated it it was amazing · review of another edition

Very informative. Very scary. Some cool pictures too.

flag 3 likes · Like · see review

Apr 07, 2017 Ynna rated it it was amazing · review of another edition

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 no 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. ...more

flag 3 likes · Like · see review

Jul 07, 2008 Amy rated it really liked it · review of another edition

Shelves: biz

This book starts out as a fantastic story of Patagonia, the outdoor gear and clothing retailer. Then Chouinard, the founder of the company, breaks down the company into its value components. It would be great, except he repeats the same details he spoke of in the beginning. I would have appreciated a better integration of the two parts. Overall, a very interesting read, and a great lesson about keeping to your values and making sacrifices early to reap benefits later.

flag 3 likes · Like · see review

Oct 20, 2018 Kenny Leck rated it it was amazing · review of another edition

In Yvon Chouinard's words, "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." ...more

flag 3 likes · Like · see review

Sep 09, 2017 Emily McKinney rated it liked it · review of another edition

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.

flag 3 likes · Like · see review

Oct 20, 2017 Grace Lawrence rated it it was amazing · review of another edition

Amazing book. We’re all going to die of global warming but besides that feeling of crippling depression, great read!

flag 3 likes · Like · see review

Mar 10, 2019 WJ rated it it was amazing · review of another edition

This book is depressing but also inspiring. I am going to give it to my boss 🙂

flag 3 likes · Like · see review

Jan 24, 2019 Chris Kendig rated it really liked it · review of another edition

This book is interesting and provides some insight into the mind of a successful businessman who doesn't fetishize business (a rarity in my experience). Patagonia is undoubtedly a company that can thrive if/as the world becomes more just and responsible (also a rarity in my experience). ...more

flag 2 likes · Like · see review

Jan 07, 2019 Jordan rated it really liked it · review of another edition

Great book - it wasn't quite what I was expecting, but still really enjoyed it.

I liked hearing about Yvon's backstory and the philosophy behind Patagonia's business practices. The way that the reader is called to action is compelling too, appreciated the points backed up by stats that were referenced.

I'll likely read the second half of the book again, as I wasn't prepared for the content and I found I wasn't in the right head space to digest it. ...more

flag 2 likes · Like · see review

Nov 21, 2020 Ruth Cho rated it really liked it · review of another edition

Phenomenal, visionary, inspiring! As a “reluctant businessperson” myself, I found this book refreshing, honest and insightful. Finished the book having learned so much about sustainable practices in agriculture, regenerative farming, technology, the value of simplicity, subsidization of non renewable energy/resources, etc! And I loved the images that really brought the stories to life. 4.5/5!

flag 2 likes · Like · see review

Jan 11, 2018 Brooke rated it it was amazing · review of another edition

I don't know if this book really deserves 5 stars but Yvon Chouinard and Patagonia's business priorities definitely deserve 5 stars. I'm sure Patagonia has more faults than the book lets on but their dedication to the environment is inspiring. I need to go buy something from them. ...more

flag 2 likes · Like · see review

Dec 15, 2020 KrisTina rated it really liked it · review of another edition

Shelves: 2020

I liked this book. I appreciated his approach to running a business and being a steward of the earth. Towards the end it became much more of a manifesto rather than "how I built this" and while I agreed with much of what he was saying - it got a little long. ...more

flag 2 likes · Like · see review

Oct 01, 2019 Eivind Lindbråten rated it really liked it · review of another edition

Inspiring book showing us how to practice ethical business and how difficult that is. Some of the ideas are quite radical. 🌱

flag 2 likes · Like · see review

Apr 11, 2018 Lucia rated it it was amazing

A total must-read. This book belongs to hands of every person walking this planet. It proudly takes the place of the best book I've ever read. It wasn't worth only for my studies on climate change, but mainly on my view of consumption. This book has a plenty of topics to teach you - climate change, doing a business, cooperating with people, being fair - through amazing outdoor adventures. This book teaches you how to think twice before buying a piece of clothes (or anything producing waste), or ...more

flag 2 likes · Like · see review

May 21, 2015 Vidya Balakrishnan rated it it was amazing · review of another edition

This book is a must read. The author Chouinard talks about his experience as an entrepreneur. He is a nature enthusiast who happened to become successful thanks to his passion for the outdoors. What really stood out about this book is the vision and mission he had for his company Patagonia. Its amazing to read how much they believe in a cause and how much they strive to make the world a better place. Apart from the growth of Patagonia he also discusses and enlightens the reader on sustainability ...more

flag 2 likes · Like · see review

Sep 19, 2020 Märt rated it it was amazing · review of another edition

Shelves: audible, reviewed, biz

There’s a funny stereotype of venture capitalists wearing Patagonia vests, and after reading this book, for all that Patagonia stands for, I’d love to live their values and have some of that gear as well.

Starting out as the makers of climbing gear in the 1960s, Patagonia grew into one of the leading outdoor equipment manufacturers by breaking many traditional business rules. Yvon Chouinard’s and his team's goal of making great products expanded over time so that great products meant being great ...more

flag 1 like · Like · see review

Sep 16, 2019 Simon Eskildsen rated it really liked it · review of another edition

Shelves: reread

Chounaird has always despised businessmen, and then he became one.. the book is his memoir of his unlikely journey to owning a billion-dollar company. He's certainly an icon of what we need (but are depressingly unlikely to get..) much, much more of in the 21st century. Some is memoir, but most of the book are various environmental discourses on topics such as the importance of organic cotton farming, repairing instead of buying, and taking care of what we have left of the planet. ...more

flag 2 likes · Like · see review

Mar 12, 2012 Christian Allen rated it liked it · review of another edition

Bit wordy on their company philosophy but really great ideas on how companies can minimize their impact on the environment. Best was their use of recycled soda bottles to create synthentic polyesters and paying employee's two months salary if they work fulltime in environmental activism. They even pay the bail of those participating in civil disobedience cases for environmental protection!

...more

flag 2 likes · Like · see review