So Yvon Chouinard's book has had a pretty good impact on me. I finished it Sunday -- I certainly admire all the environmental activism that is clearly his passion (and his reason for being in business) but in the end could have done without quite so much data.
Never mind that. I pulled some things out of the section where he talks about marketing and image. If you read the first chapter of the book (about his life and early business days) and this chapter, you'll get more than youre money's worth. Here are the big relevant points -- all emphases are mine.
On image:
Patagonia's image arises directly from the values, outdoor pursuits, and passions of its founders and employees. While it has practical and nameable aspects, it can't be made into a formula. In fact, because so much of the image relies on authenticity, a formula would destroy it. Ironically, part of Patagonia's authenticity lies in not being concerned about having an image in the first place. Without a formula, the only way to sustain an image is to live up to it. Our image is a direct reflection of who we are and what we believe.
And:
Patagonia's image is a human voice. It expresses the joy of people who live the world, who are passionate about their beliefs, and who want to influence the future. It is not processed; it won't compromise its humanity. This means that it will offend, and it will inspire.
On advertising:
Many companies communicate with their customers primarily through advertising. This grabs your attention but can't hold it. A quick glance, and you're back to the article you were reading or the show you were watching or on to someone else's ad or the mute button.
Just as Patagonia makes products for a deeper, less distracted experience of the world and its wild places, our image has to convey refuge from, and offer an alternative to, a virtual world of fast-moving, mind-skimming (and -numbing) pictures and sound.
On authenticity:
A photo of a real climber with a name on a real rock climb and showing a little skin can be a lot sexier than a half-naked nameless New York model posing as a climber. Plus it's more honest, and honesty is what we strive for in our marketing and photography. So we're careful about the images we select.
On writing:
As for style, we write as though we were the customers. In fact since we are still some of our own best customers, this is not too difficult. We don't speak to what is perceived as the lowest common denominator. We speak to each sutomer as we want to be treated, as an engaged, intelligent, trusted individual.
On promotion:
We have three general guidelines for all promotional efforts by Patagonia, both within and beyond the pages of the catalog:
On PR:
Our approach to public relations is aggressive: if we have a news angle, we play it. We work hard to bring our stories to reporters, whether about new products, our stands on environmental issues, or our child care program. But we don't produce glossy PR kits or throw elaborate press parties at trade shows. We believe the best way to get press is to have something to say.
Everything I like about how Chouinard goes about marketing relates to honesty, authenticity and a willingness to take a strong position (I don't necessarily mean a controversial position -- I mean he takes a position, states it clearly and advocates with neither defiance nor apology). He is aware that some of his methods will offend, but it's OK because he knows it will appeal equally to others, and he's being true to himself.
A reluctant businessman, indeed. I would not at all be surprised, not at all, if the most authentic and honest companies are formed from people who never really intended to turn what they loved into business; more likely, they too were hammering their own pitons and the next thing you know, folks are buying them because they're so good.
The best way to get press is "to have something to say." In a chapter where I would not change many words, I would add only one here: The best way to get press is to have something worthwhile to say. And say it well.
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