But I'm Really Trying To Run This

The Most Important Thing Is To Get The Fish In Quickly And Leave It In The Water. Forget The Hero Pose.

At Patagonia, Making A Profit Is Not The Goal Because The Zen Master Would Say Profits Happen 'when You Do Everything Else Right'.

Traveling Is My Form Of Self-education.

Surfing And Climbing Are Both Useless Sports. You Get To Be Conquistadors Of The Useless. You Climb To The Summit And There Is Nothing There. And You Could Hike To The Top From Another Direction. How You Get There Is The Important Part. It's The Same With Surfing.

We Grow By Letting The Customer Tell Us. So When The Customer Tells Us That They're Frustrated, That They Just Got Their Catalogue And We're Already Out Of A Product They Wanted, Then It Tells Me That We're Not Making Enough. We Let The Customer Tell Us Instead Of Creating An Artificial Demand For Our Products. Any Time You're Making Products That People Don't Need, You're At The Mercy Of The Economy, You're At The Mercy Of Whatever Is Going On. So We Tried To Avoid That Situation.