business model innovation design we're on a road to nowhere // on a quest to analyze and explore the design of business model innovations, i.e. 'hideous and hidden things' like organizational structures and capabilities, corporate strategies and all things related // on a yellow brick road with a girl, a lion and a straw-man wasting our time // …

Well, folks, it’s sunday and I thought it’s time to blog about a business maverick and uncommon thinker (yes, even business structures and rules and all): Yvon Chouinard of Patagonia. Here’s an old (2006) conversation (mp3) with him from Social Innovation Conversations.

Patagonia Inc. founder Yvon Chouinard characterizes himself as a reluctant business man.
[…]
While many businesses pay lip service to the idea of environmentally responsible practices, Patagonia has defined itself by “inspiring and implementing solutions to the environmental crisis,” […] The company has pledged that by 2010, it will to make all of its clothing from recycled and recyclable materials. Chouinard says that he would exit the clothing business altogether rather than compromise his standards.

and what about this unconventional business idea:

Chouinard even encourages his customers to buy less and focus on their needs rather than their wants.