Sports metaphors are often the stuff of narrative clichés, but in the wake of Patagonia founder Yvon Chouinard’s announcement last week that the company would transfer its full ownership to a nonprofit trust, a climbing metaphor is apt. Patagonia is most definitely climbing into the lead, not just for other purpose-driven companies but also for reforming capitalism.
Since his early days as a dirtbag climber, Chouinard has been putting up first ascents in the climbing world. And through his relentless commitment, Patagonia has consistently ascended to new heights in terms of what a business can do as an environmental activist.
