LISTEN.

That rumbling underneath your feet?   It’s a massive energy ball called YOUTH that is ready to demand and design a whole new world of possibility.   Get ready because there is a revolution underfoot that is about to transform our every deliberation.  Don’t believe me?  Check out the Obama campaign and the trimtab that delivered him to the White House.

For years I have lived in the hearts of minds of youth.  It’s what you did at NIKE in order to better understand and appreciate the essence of those you serve.  Even though I left NIKE years ago, I never left the connection to youth.  I guess it’s because I am fascinated about the next generation, as well as the fact that I have two young daughters and therefore I want to understand what makes them tick.  The good news, I think I have a pulse for youth.  The bad news, I think I have a pulse for youth and they certainly are not shy about talking about sex.  Yowza! 

While some see pessimism (wouldn’t you be slighted skeptical if you lived through Enron, Worldcom, climate crisis, credit crisis, greed, cocooning, Madoff, etc.), I see brilliance.  A generation that is not concerned about doing better than their parents.  A generation that is fervent in their desire to embrace environmental stewardship and social equity and justice as core principles.  A generation that loves collaboration and community.  A generation that essentially has flipped the bird to the man and says thanks, but no thanks and seeks the entrepreneurial route.  

So what does this all mean?  I wrote about this briefly in a previous post, but if you think it is business as usual and corporate responsibility, humanity, transparency, traceability, entrepreneurialism, environment, social equity, justice, and community are not vital to your every deliberation then you run the risk of alienating an entire generation.  I urge everyone to listen to their pulse and verve.  We could all learn a lot!

By way of introduction meet Generation WE, a raging bonfire that is 95 million citizens strong.  A posse driven by a new sense of possibility and a new sense of hope.  

Generation WE: The Movement Begins… from Generation We on Vimeo.

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.