Patagonia Inc. founder Yvon Chouinard characterizes himself as a reluctant business man. Nevertheless, he offered a slew of counterintuitive business tips during the 2006 Von Guegelberg Memorial Environmental Lecture at the Stanford Center for Social Innovation.

While many businesses pay lip service to the idea of environmentally responsible practices, Patagonia has defined itself by “inspiring and implementing solutions to the environmental crisis,” says Chouinard. The company has pledged that by 2010, it will to make all of its clothing from recycled and recyclable materials. Chouinard says that he would exit the clothing business altogether rather than compromise his standards.

Patagonia takes many steps to control its growth, such as drastically limiting its catalog distribution and not taking the company public in an IPO. Chouinard even encourages his customers to buy less and focus on their needs rather than their wants. He insists that every time Patagonia invests in the environment, he sees an increase in the company's bottom line.