“We have three general guidelines for all promotional efforts by Patagonia, both within and beyond the pages of the catalog:
- Our charter is to inspire and educate rather than 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.”
Written by Patagonia’s founder Yvon Chouinard and quoted from page 155 of Let My People Go Surfing: The Education of a Reluctant Businessman, these words set up a strong content marketing approach.
Part book review and part illustration of content marketing, this post breaks down the why and what of a beautiful, 68-page print catalog recently delivered to our home by the United States Postal Service.
The founder and former CEO of Vanguard and creator of the first index fund, John C. Bogle opened Chapter 1 of “Enough” with this “wonderful old epigram from 19th-century Great Britain.”
“Some men wrest a living from nature and with their hands; this is called work.
“Some men wrest a living from those who wrest a living from nature and with their hands; this is called trade.
“Some men wrest a living from those who wrest a living from nature and with their hands; this is called finance.”
Reading Bogle reminded me a bit of reading John Wooden – straightforward, practical, diligent, down to earth. That he opened a book about true measures of success with this old saying is inspiring – and it immediately conjured other recent reads.
Reading this epigram reminded me very much of reading John Michael Greer’s The Wealth of Nature and E.F. Schumacher’s classic Small is Beautiful.
Here’s how – and what it means for humans, nature, and economics.
“One of my biggest wishes is that we could figure out a way to live with the natural world instead of on top of it.”
– Songwriter Isaac Brock in the audio commentary on the Modest Mouse song Coyotes from their album Strangers to Ourselves.
I share his wish to realign people and nature.
Here: a personal go at his artful articulation of the issue.
An Ignite talk … 1 topic in 20 slides in just 5 minutes. Every slide automatically advances every 15 seconds.
Unique format. Smart challenge. Great night!
I had the privilege of making and delivering an Ignite talk at UCCS with the El Pomar Institute for Innovation and Commercialization.
Fresh off the process and the night, I wanted to share a few things I learned along the way …