Recently finished the book “Let my people go surfing” by the Patagoina founder Yvon Chouinard.
I’ve found it to be fairly inspirational. It reinforced the notion that big brands and big business don’t all need to follow the same set of rules. Not all companies gauge their success on profits. Patagonia has always had a different priority, one that is based on creating the best possible products for their users, with a strong environmental conscience.