I know, I know.  Putting Patagonia on the list of The REAL 100 is a little like playing 16″ softball, but damn they are impressive.   

Top five reasons why Patagonia is a core part of the REAL 100 dialogue:

1.  THEIR CULTURE IS A REFLECTION OF THOSE THEY SERVE   I’ve visited their office a couple of times (in fact, I was there last week) and it is EXACTLY what you think it would be. Chip (aka Chipper & former world freestyle Frisbee champion) who runs the reception area is an eleven.  The guy simply exudes the passion and fun-loving spirit of the brand.  It is a dynamic, vibrant and positive community, hell bent on making the world a better place.  Surfboard storage, day-care, home cooked meals for lunch, solar rooftops and a community that represents humanity at its best. That same joie de vivre is evident in their retail stores as well. You simply get the feeling that folks LOVE being a part of their brand and missive.   

2.  OPTIMIZE VERSUS MAXIMIZE   They could be a $1B brand, but they are roughly a quarter that size.  Size matters - says who?  How about focusing on being the best versus the biggest?  How about optimizing versus maximizing?  Patagonia is a great role model for business growth going forward.  

3.  CORPORATE RESPONSIBILTY STARTS INSIDE THEN OUTSIDE    Most brands rush outside to make a difference.  Patagonia starts inside first.  Human capital is indeed their best capital. That said you can clearly see that they understand the beauty and benefit of a dynamic culture.  They have created a place where work, principles and joy are one.

4.  PIONEERING INNOVATION   They focused on converting their entire sportswear line to organic cotton in the 90’s.   It cut into margins and the word organic was not fully embraced by the consumer, but their guiding principles informed their thinking.  They work in the future.  They work from the heart.  They don’t do the right things, they focus on doing things right.

5.  TRUST, TRANSPARENCY & TRACEABILTY    Nobody does it better…period.

Tags: corporate responsibility, optimize versus maximize, patagonia, real 100

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