Yvon's book Let My People Go Surfing [1] is absolutely one of my favorite business books, and it gives quite a bit of color and insight into how he thinks about

Yvon's book Let My People Go Surfing [1] is absolutely one of my favorite business books, and it gives quite a bit of color and insight into how he thinks about their business and the culture that they've built there. EDIT: Another anecdote - In 2010 I bought one of Patagonia's new wetsuits. At 600$ it was twice as expensive as the nicest suits on the market, I'm lucky enough to live near a Patagonia store though and they had a yearly wetsuit sale so I paid 450$. Still an outrageous price for a suit. Most wetsuits last me about three seasons, I still wear that first Patagonia suit though. It was starting to show it's age last year so I brought it to the store and they shipped it to their repair shop up north, and then back to my house. They replaced all of the inside seams, a zipper, and added a key loop (a feature the original didn't even have). They did all this FOR FREE. I wouldn't describe them as anti-consumerism, because they sell stuff. I do think the brand encourages thoughtful consumerism though, and mostly by producing products and services that reset your bar for value against cost. [1] http://www.amazon.com/Let-People-Surfing-Education-Businessman-ebook/dp/B000SEGEVC/ref=sr_1_1?s=books&ie=UTF8&qid=1432346408&sr=1-1&keywords=let+my+people+go+surfing http://www.amazon.com/Let-People-Surfing-Education-Businessm...