I was nerding out one day watching a question and answer video on Tim Ferriss, where he recommended 3 books, one of them being this business memoir called Let My People Go Surfing.
I read the first few pages and instantly got drawn to this unusual story. It’s a topsy turvy life story by Yvon Chouinard, who reluctantly started a business based on his love for the outdoors, mainly rock climbing and hiking, etc.
He started to create tools and materials that he felt he needed. He realized others liked and desired these products too, so he created this company as we know today as Patagonia.
I like this guy a lot cos he challenges conventional wisdom on business. Not to just aim for pure profits, but make society better.
Anyways, I got curious yesterday and thought.. I wonder what Patagonia’s blog like? So I found it and came across this beauty post explaining their latest advertising in the New York Times.
DON”T BUY THIS JACKET is the headline! On America’s greatest consumer holiday – Black Friday!
I mean you must be thinking oh how clever. Addressing the consumerists. Say don’t buy it, taking the opposite approach to capture attention. That’s what my initial reaction would be to this if I didn’t know the Patagonia back story.
AND yes! That’s what it is – however this is not just a stunt. Patagonia throughout it’s history has had this philosophy: don’t buy more if you don’t need it.
It’s controversial, yes, but the motive is to cause you to re-examine your purchasing practices. Do you really need it? Maybe you were leaning this way, but this might push you to be even more mindful. Perhaps to check out Patagonia’s website to learn more if it’s a strong interest to you.
This is my kind of advertising. Some people hate marketing, but don’t realize this is the equilibrium we live in. This is how you fight back.