Book Watch: Let My People Go Surfing

Yvon Chouinard, the founder of Patagonia, has written a book that I think every college student should read -- or, more appropriately, Business Schools should recommend. It is a look into the history of the company, and the continuing evolution of its philosophy.

The book is written in a casual style but is full of examples of what sets Patagonia apart: from their product development philosophy, sales, human resources, and environmental/social justice practices. I really think that M.B.A. students would benefit from the Patagonia perspective. While Green M.B.A. programs already exist, traditional M.B.A. students will learn Patagonia's approach does not hurt the bottom line. In fact intense customer loyalty always translates to higher profitability per customer. Chouinard recognizes that in order for a small company like Patagonia to influence corporate America, it needs to demonstrate that it's values and methods do not hurt profitability.

This book would make an excellent holiday present. If you think you know and understand what makes one of America's great companies work, think again! I for one learned a lot of cool things in the area of product development and sales. Buy this book and be surprised at how your company can benefit from some of Patagonia's methodologies.