Post #70: Let my people go surfing - Yvon Chouinard

No venture highlight this week but a book review I have been thinking of doing!

I recently picked up Let My People Go Surfing by Yvon Chouinard — part memoir, part manifesto from the founder of Patagonia. While it’s not a new release, I wanted to revisit it with fresh eyes and explore how some of the ideas might apply to founders building in the blue economy. Especially those navigating the tension between mission, funding, and commercial traction.

Hope you enjoy.

 High-Level Summary

Let My People Go Surfing is a mix of memoir, manifesto, and business handbook written by Yvon Chouinard, founder of Patagonia. It traces his journey from forging climbing gear in a shed to building one of the world’s most respected outdoor brands. The book is grounded in a belief that business can — and should — be a force for environmental and social good.

Key Sections & Concepts from the Book:

• Part 1 – History & Philosophy:Chouinard shares Patagonia’s origin story and his personal discomfort with capitalism. He outlines the evolution of the company’s ethos — rooted in simplicity, durability, and environmental activism — shaped by his background as a climber and craftsman.

  
  

• Part 2 – The Business Philosophies:The core of the book is structured around eight internal philosophies Patagonia uses to guide decisions across the business:

  1. Product Design Philosophy – Build useful, long-lasting products and reduce consumerism.

  2. Production Philosophy – Avoid harm; use organic and recycled materials wherever possible.

  3. Distribution Philosophy – Limit unnecessary packaging and transport; prioritise efficiency.

  4. Marketing Philosophy – Authentic storytelling over hard selling; tell the environmental truth.

  5. Financial Philosophy – Stay profitable but don’t grow for growth’s sake; finance is a tool, not the purpose.

  6. Human Resources Philosophy – Flexible, trust-based culture (e.g. “Let my people go surfing” ethos).

  7. Management Philosophy – Stay decentralised and nimble; empower people.

  8. Environmental Philosophy – Treat the business as part of nature; every decision should consider its ecological footprint.

What’s compelling is the consistency — these philosophies aren’t just values on a wall; they shape actual product choices, partnerships, and internal policies. For blue economy startups, the book provides a rare blueprint of how to scale while staying aligned to mission and planetary limits.

What It Gets Right — and Where It Falls Short (my two pence)

Let My People Go Surfing shines as a manifesto for mission-led business, particularly in the way Patagonia integrates environmental values into every layer of its operations. For founders in the blue economy, it offers a refreshing counterpoint to hyper-growth startup culture and a reminder that long-term environmental stewardship can coexist with commercial success.

Where it gets things right:

• Embedding values into every decision: Patagonia didn’t tack on sustainability — it was foundational. From using organic cotton to pioneering fair labour practices, the company made sustainability a core part of the product journey. For blue startups, this reinforces the idea that ESG isn’t a side hustle — it should be built into the business model.

• Rejecting ‘growth at all costs’: Chouinard challenges the assumption that scale equals success. Instead, Patagonia focuses on quality, longevity, and impact — a perspective especially relevant to early-stage ocean innovators who are often mission-led but capital-constrained.

• Transparency and accountability: The book makes clear that Patagonia owns its imperfections. It communicates challenges honestly — whether it’s pollution in its own supply chain or hard trade-offs in sourcing. That kind of openness can build trust and help early-stage ventures stand out in a noisy impact space.

Where it might be missing the mark:

• Not enough on financial strategy or risk: For all its mission clarity, the book is light on how Patagonia managed risk in the early days or balanced its environmental ambitions with cash flow and profitability — a critical omission for founders navigating uncertain markets and complex tech development cycles.

• Romanticised founder story: Chouinard’s anti-corporate stance is compelling, but at times feels too specific to his personal journey and privilege. His story is inspiring, but the book underplays the systemic barriers that more diverse or less well-capitalised founders might face replicating this path.

• Scaling impact vs. staying niche: The book leans toward rejecting conventional growth, but doesn’t fully wrestle with how a values-led company might expand its reach without losing its soul. For ocean startups aiming to scale solutions globally, this tension remains unresolved.

• The case for innovation over de-growth: While the book subtly advocates for consuming and doing less — a valid call — I believe that innovation and technology will be key to solving the climate and ocean crises. Rather than de-growth, founders should be focused on building impactful, scalable solutions that align commercial success with planetary benefit.

Founder Takeaways

For blue economy founders, Let My People Go Surfing isn’t a how-to manual — it’s a mindset shift. It encourages you to ask: what kind of company am I building, and why does it matter beyond profit?

Here are a few practical lessons to extract:

• Design with intention: Every product or service you build — whether a marine drone or aquaculture software — can be engineered not just for function, but for sustainability, longevity, and minimal environmental impact.

• Put values into operations early: Don’t wait until scale to think about ethics, ESG or mission alignment. Embed them from day one — into your supply chain, your hiring, and even your investor strategy.

• Challenge default assumptions: Just because other startups are chasing VC at all costs or prioritising rapid market grab doesn’t mean you should. There’s room in the blue economy for models that prioritise meaningful traction and long-term health of ocean ecosystems.

• Stay human: Patagonia’s story is full of people-first decisions — from flexible work to transparent communication. In building ocean startups, people are your differentiator. Culture and clarity of purpose will carry you through long R&D cycles and slow funding seasons.

Wrap Up

Let My People Go Surfing won’t give you tactics for product-market fit or investor decks — but it might just help you pause and think about the kind of founder you want to be. In the blue economy, where timelines are long and missions are deep, having a clear sense of purpose can be a strength, not a luxury.

For startups trying to balance commercial viability with environmental impact, this book offers both inspiration and challenge. It reminds us that the business models we build today shape the oceans we’ll rely on tomorrow — and that values, when backed by action, can scale just as powerfully as revenue.

Feel free to buy the book and read yourself: https://eu.patagonia.com/gb/en/product/let-my-people-go-surfing-revised-paperback-book/BK067.html?srsltid=AfmBOor1MM6btzjzzvLAvn7llJNFheoIMut0XeH94LtYn4z-KhCYW8TU

Hope you enjoyed, and see you soon!

As always feel free to reach out:)

H