Let My People Go Surfing: The Education of a Reluctant Businessman--Including 10 More Years of Business Unusual

Once you lose the discipline of functionality as a design guidepost, the imagination runs amok. Once you design a monster, it tends to look like one too.

The key to building a consensus for action is good communication.

Estimates vary, but even the low end of the spectrum suggests that a global switch to regenerative land husbandry would sequester our total annual emissions back underground.32 Which means we could reverse the trends of global warming simply by changing the way we farm and ranch.

Our charter is to inspire and educate rather than to promote. We would rather earn credibility than buy it. The best resources for us are the word-of-mouth recommendation from a friend or favorable comments in the press. We advertise only as a last resort and usually in sport- specific magazines.

Fair Labor Association,

In anything at all, perfection is finally attained not when there is no longer anything to add, but when there is no longer anything to take away, when a body has been stripped down to its nakedness.

As individual consumers, the single best thing we can do for the planet is to keep our stuff in use longer.

Go for It, but Do Your Homework Some people think we’re a successful company because we’re willing to take risks, but I’d say that’s only partly true. What they don’t realize is that we do our homework.

“Make the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.”