Jon Carson Consulting- February 2020

‘Let My People Go Surfing: The Education of a Reluctant Businessman’ How Patagonia’s Founder Set a New Standard for Environmental Responsibility

From the very beginning of his 2006 memoir, “Let My People Go Surfing: The Education of a Reluctant Businessman,” it’s clear that Patagonia’s founder, Yvon Chouinard, is not the typical entrepreneur. As a kid, Chouinard wanted to be a fur trapper, and rather than going into business with dreams of getting rich, he started making climbing gear to fund his passion for scaling cliffs and adventuring in the outdoors.

pollution, focuses on recycled and recyclable materials, participates in environmental activism, funds environmental organizations worldwide, and even encourages shoppers to send in worn-out apparel for reuse and repair. In short, over the course of 272 pages, Chouinard proves he not only talks the talk but also walks the walk — and has made millions championing his cause. He encourages other entrepreneurs to do the same, laying out Patagonia’s footsteps and philosophies for readers to follow. Many already have. “Let My People Go Surfing” was updated and rereleased in 2016, but either version will make entrepreneurs think twice about their environmental impact and what they can do to reduce it. As one Amazon reviewer wrote, “Whether you’re a manager or business owner looking to motivate your employees and create a sustainable business, or a fan of Patagonia, or someone curious about how to live a life you can feel good about, this book should work for you.”

... continued from Cover mind because it makes you feel like you’re moving forward. There’s a better way. The winners in 2020 will be the ones who have the self- discipline and consistency to follow my “3-by-9 Principle.” Simply call THREE current customers every morning before 9 a.m. with the goal of telling them thank you. Success belongs to the ones with the tenacity to simply pick up the phone and dial. Another tool that I’m very excited to offer my clients is called Customer Intelligence Reporting (CIR). The basic script for CIR goes like this: The last of which is truly the core of the brand. Patagonia prioritizes minimalism, function, durability, and reparability in all of its products, from backpacks to jackets. It tracks the energy and water use of its facilities, works to eliminate “Let My People Go Surfing” follows Patagonia’s meteoric rise through its victories and rough patches — including the stalled growth that led to layoffs of 20% of the staff in the 1990s — but its main focus is on the company’s ideals. In plain, forthright, and sometimes irascible language, Chouinard lays out Patagonia’s growth goals, culture aims, and environmental stewardship efforts.

GG Gretchen’s Kitchen (My mom’s secret recipes)

Cheese and Sausage Bake Ingredients

• 2 tbsp cooking oil • 1 1/2 cup shredded cheese • 4–6 precooked sausage links

• 3 eggs • 1 cup pancake mix • 1/2 tsp herbs of choice • 1/2 cup creamed cottage cheese

1. Thank you — for being our valued customer

2. Best — what do like best about us?

3. Better — what can we do better?

4. Who do you know that I should know?

Directions 1. Beat eggs, then add the rest of the ingredients, stirring in sausage last. 2. Grease 9-inch cake pan or 8-inch round pan and bake at 350 F for 20–25 minutes.

If you would like me to make a complimentary call to one of your clients to demonstrate this extremely helpful tool in real time, please reach out to me on GoDaveTester.com.

-Dave Tester

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