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Culture Shock: A Handbook For 21st Century Business by Will McInnes

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Who is Leading the Way?

Let’s look at some examples of pioneering businesses to get under the skin of what is really possible here.

Patagonia, California, USA

Patagonia, the manufacturer of outdoor equipment with a particular heritage in climbing, is a wonderful business. You may have read Let My People Go Surfing by Patagonia founder Yvon Chouinard (if you haven’t, do!). The company has a long track record in zigging when other businesses zag, and having a conscience that goes beyond box ticking. Back in 1985, Patagonia was one of the two original creators of the ‘1% for the Planet’ initiative, a global movement of over a thousand companies that donates 1% of sales to a network of environmental organizations worldwide.

In its most recent and ...

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