by Yvon Chouinard (2005). Succinct autobiography of the adventurer who was one of the pioneering big wall climbers and mountaineers in Yosemite and elsewhere starting in the mid-1960s. A blacksmith by training, he founded Chouinard Equipment (that would later turn into Black Diamond) and Patagonia (in Ventura, south of Santa Barbara). The bulk of the well written book is given over to his cogitations about his sense of design and style (minimalism and elegance, where function follows perfectly form) for all of his products, his ethics and his “and Patagonias” – strong commitment to the environment and to only design, produce and sell products that are sustainable (e.g. organic cotton), non-toxic and last for a long time. He is trying to combine ethics with being a successful businessman in a particular market (outdoor wear and equipment for active, human-powered sports). Many of his ideas seem to me to be applicable to any institution that that seeks excellence in its particular market rather that purely monetary gain. The bottom-line is that you can be a businessman without being a schmuck or lose your soul in the process.