Yvon Chouinard, founder of Patagonia has written a fantastic book about life, leadership and the pursuit of happiness.

Every year I try to read a book or three about business management (If you have any recommendations leave them in the comments section).

Let My People Go Surfing, has really resonated with me. In a nutshell the book focuses on the learning’s of a unique company that realized value through being a responsible business focused on ethics and profits that balance the needs of customers, employees and the environment to build a sustainable brand.

My expectation of business books are to provide me with professional development, I did not expect that it would also have such a large effect on my personal growth.

I have always considered myself a nature lover, but historically it has had little influence on my behavior as a consumer. After reading Chouinard’s book, I have a very different outlook on consumerism and it has led me to analyze many of my purchasing decisions. I now think about the entire product lifecycle, will it serve a true purposes, can it be reused or recycled.

The business challenges Chouinard has overcome have enabled him to pursue what he loves, support a sustainable lifestyle and create a superior product that has earned the respect of the audience it serves. I have learned how to be a better leader and Patagonia has earned another Brand Fan and believer.