Chouinard's book is 'three wonderful books rolled into one: a moving autobiography, the story of a unique business, and a detailed blueprint for hope; (Jared Diamond - on the book dustcover). This book does just this - Chouinard's story is fascinating and the humble roots of the Patagonia business are laid bare. He presents a set of principles for ethical business which I parse into 10 action items.
The book is written with great honesty, courage and authenticity and to my mind should be essential reading for all those who are in business or make use of OUR natural resources to achieve their aims and objectives.
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