Under the Influence with Jo Piazza How Patagonia Rewrote the Rules of Influence With David Gelles
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Sep 9, 2025 David Gelles, a New York Times reporter and author of Dirtbag Billionaire, discusses the journey of Yvon Chouinard, the iconic founder of Patagonia. Joined by sustainability expert Nick Astor, they explore how Patagonia transcended its brand identity to become a leader in environmental activism. Topics include Chouinard's commitment to sustainability, the evolution from climbing gear to a billion-dollar brand, and the integration of profit with purpose. Discover how Patagonia's legacy inspires a shift towards mindful consumption and ethical business practices.
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From Blacksmith To Gear Maker
- Yvon Chouinard learned blacksmithing to make his own climbing gear when commercial gear failed him.
- That hands-on origin launched Chouinard Equipment and later led to Patagonia's founding.
Phasing Out Pitons To Protect Cliffs
- Chouinard stopped making pitons after realizing they damaged the rock and pioneered clean climbing.
- That decision forced product innovation and set a pattern of reducing harm from business practices.
User Stories As Early Marketing
- Patagonia innovated early marketing by empowering customers to tell their stories, a precursor to user-generated content.
- That community-driven approach helped Patagonia connect deeply without traditional mass advertising.
