Yvon Chouinard's rags to riches story of his amazing rise from itinerant piton maker to founder and owner of Patagonia, an international company with a turnover of more than £100 million per year.
Chouinard (a Canadian) was at the forefront of North American climbing and, together with Hamish MacInnes, is credited with the invention of the drooped pick that so dramatically transformed ice climbing in the '70s.
His business philosophy (which is the main content of this book) is summed up well in the title and he is one of the world's greatest eco-philanthropists, using at least 1% of his firm's annual profits to buy up vast swathes of South American wilderness and turn them into national parks. Extraordinary!
This new edition includes extra material on the last 10 years.
Lots of black and white a nd colour photos.
Card cover, 24cm x 16.5cm, 258 pages.
First published 2005. This edition 2016.
ISBN: 978-0-14-310967-9.