Spark Interview - Rob Bon Durant, Patagonia #2

Have a Human Face

When people envision Patagonia, I don’t want them to envision our logo; I don’t want them to envision our type font, or even our catalogue. I want them to envision a face or a person that they actually met – a living, breathing human being that they had an enjoyable interaction with. That should be the face of Patagonia. That should be the voice of Patagonia. I think that is very much a philosophy that is embraced by all of us.

We don’t work here for the money. We work here because we’re in business to inspire solutions, primarily to environmental crises that are occurring everywhere. The company doesn’t exist to make money; the company exists as an environmental action corporate model. We joke all the time that we’re this grand experiment, and if we can make this thing work then hopefully we can be a model to inspire corporate change.

Everybody Can Do It

We’re in a sort of unique position working here, because it’s easy to be passionate about what we do. But I think that even if you worked for, say, General Mills – it’s not so much about being passionate about the cereal; it’s about being passionate about the lifestyle that you’re living, and that obviously includes the professional element and existing in a corporate culture that supports creativity. Because let’s face it, even cereal needs to be creative.

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