Patagonia Case Study (3 of 4) – Strategy
Next Economy Now highlights the leaders who are taking a regenerative, bio-regional, equitable, transparent, and whole-systems approach to using business as a force for good.
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Vincent Stanley, co-author with Yvon Chouinard of "The Responsible Company", has been with Patagonia on and off since its beginning in 1973, for many of those years in key executive roles as head of sales or marketing. More informally, he is Patagonia’s long-time chief storyteller. Vincent helped develop the Footprint Chronicles, the company’s interactive website that outlines the social and environmental impact of its products; the Common Threads Partnership; and Patagonia Books. He currently serves as the company’s Director, Patagonia Philosophy, and is a visiting fellow at the Yale School of Management. He is also a poet whose work has appeared in Best American Poetry. He and his wife, the writer Nora Gallagher, live in Santa Barbara.
Interview Highlights:
Patagonia’s approach to marketing and how it’s evolved over time
Exploration of the thinking behind Patagonia’s feature-length films
How Patagonia intentionally cultivates their brand community
Standing up for what you stand for might mean standing against or alienating potential customers and strategic partners
Doing what’s right and authentic is good business
Other Episodes in this series:
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LIFT Economy is an impact consulting firm whose mission is to create, model, and share a locally self-reliant economy that works for the benefit of all life.
Ryan Honeyman is a Partner at LIFT Economy and author of The B Corp Handbook: How to Use Business as a Force for Good (Berrett-Koehler Publishers). You can follow Ryan on Twitter @honeymanconsult or email him ryan@lifteconomy.com.