Patagonia is not just a nice place in Chile and Argentina

Patagonia are an exemplar.

A business whose strategy is to give back more than it takes out.

A business which knows it’s the sum of its people.

A business which works to and plans for the long term.

A business which creates high quality products imbued with story, with edge, with tension.

They’re not for everyone. And that’s the point (or, at least, ‘a’ point).

Agree or disagree with the message, I wear the t-shirts, the caps, trousers as a flag, a signal. It sends a message.

These principles should be, could be, a manifesto for others:

- work for the long term, not the short.

- give back more than you take out.

- build edge, tension and value into your products (or services)… and let them do the talking for you.