TLP107: On Responsibility: Patagonia’s Chief Storyteller & Director of Philosophy

07/18/18 • 44 min

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In this episode, Jim and Jan welcome Vincent Stanley, Co-Author of The Responsible Company, visiting Fellow at the Yale Center for Business and the Environment, and Director of Philosophy / Chief Storyteller at Patagonia. Vincent shares the evolution of both product design and company leadership since his start at Patagonia in 1973, and the ways they integrate new employees with existing culture. He speaks to what makes Patagonia’s story unique and authentic, the burdens of being responsible, and offers advice to those looking to be change agents and storytellers within their own community. Vincent believes that one of the most important responsibilities we have is the right to be responsible. Key Takeaways [2:39] Vincent has been at Patagonia on and off since 1973, and is the nephew of the founder, Yvon Chouinard. He and his uncle co-wrote The Responsible Company with two different yet powerful intentions. Yvon wanted to create something practical for people who are motivated to see how Patagonia operated as a business over the past several decades. Vincent’s motivation was to come to an understanding the core culture. These responsibilities encompassed much of what we saw was important in the early 1960’s. [3:35] Vincent discusses how people are yearning for full agency throughout their day. He discusses the traditional 1960’s corporate model where businesses focused both on the financial health and bottom line of a company, and also the strong commitment to honor the employees, customers and community of which they serve. Patagonia took this and added in environment, as this area has been compromised immensely by population and economy growth over the past several decades. [6:52] When Vincent started work in the 1970’s, the population was now 3.8 Billion. It is now doubled, with economic activity up 500%. This has put tremendous pressure on economic and social systems, so Patagonia aims to do their part to stay responsible to traditional stakeholders, and our original CEO, nature. [7:11] Leadership at the top is important, but there must also be a strong middle management with a sense of agency built into everyone’s role. The more coworkers that feel a kinship and responsibility to help others in the company, the easier it is to add new people while helping current ones expand their skills. [11:35] Vincent’s discusses what the title of Chief Storyteller means to him, and Patagonia as a company. He helped write some of the early catalogs and business philosophies, so he pulls from the foundation of their core values and creates the story to reflect their authentic meaning in today’s world. Vincent feels as though Patagonia’s success in its ability to be a model for other companies, is that their stories are based in reality and not to create spin. Patagonia’s story is complex, however it’s important for the story to consistently build credibility and trust with employees, customers and suppliers. [13:23] There are many fibers woven into Patagonia’s story. One being their position as an outdoor gear company, with products designed for technical performance. Then, the origin story of the company coming out of climbing equipment, and their community activism; donating 1% of sales to environmental causes; and use of catalogs and websites to educate the general public. [14:57] Vincent shares a story on when they changed to organic cotton, and how they took steps that entailed a financial risk in order to do the “right thing”. It was a huge move, as they broke their connection to the global supply chain. They took providing an explanation to everyone involved very seriously, and bussed 40 people in at a time from all different departments to cotton fields. Here they could see the difference between conventional cotton and organic cotton, and now the reason for the change went from abstract to tangible. They invested both time and money in explaining why the change, and it paid off in dividends. [20:20] One of Vincent’s key tenets of success is maintaining the impulse towards improvement. Two of the dirtiest industries are apparel and agriculture, and he sees this as an opportunity to make a difference. [22:47] Many associate Patagonia as a super responsible brand, but Jim and Jan note that how well their gear actually performs and holds up while used for exactly what it was meant to do. Patagonia also makes a lot gear for the Military. [25:55] Vincent describes their different environmental campaigns, and how they started small in the 1980’s by giving 1% to organizations that were respected locally but not getting a lot of coverage. He talks about the need to restore agricultural soil to health, and what Patagonia is doing about it. [35:21] There is a strong sense of culture and permission to be active at Patagonia. The employees are outdoor enthusiasts and it wouldn’t be out of the ordinary for a group to take a hike or bike ride in the middle of their work day. [38:28] Vincent’s advice is to give what yo...

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TLP106: Strengthen Trust in Less than a Day

In this episode, Jim and Jan talk about the Urban Team Challenge: What it is, how it came about, how it’s different from other team builders, and the special type of people behind it. The goal is to sharpen your team’s ability to communicate, delegate appropriately, overcome adversity, and leverage strengths. Key Takeaways [2:34] In our business and personal lives, most of us are on multiple teams, and several outlets where we are working both together and independently towards a common goal. The Urban Team Challenge targets skills that may be applied in any situation, whether it’s a manager leading employees, or CEO in charge of dozens of managers. [3:15] Jan recalls a podcast episode he listened to recently where a Jayne Poynter recalls her challenges from Living in Biosphere 2. First was running out of oxygen, but a close second was the interpersonal dynamics surrounding her. This demonstrates how important it is for those to work together efficiently in team dynamic. [6:11] At a recent Urban Team Challenge in Atlanta, they saw first hand how it can shift team members from an individual mindset, to one team working together for a common goal. [11:25] Both Jim and Jan recap their takeaways from the recent Urban Challenge. They feel the most important were the experience of effective communication in a time of chaos, reducing stress with good planning and adapting, cohesion between the front facing and behind the scenes parts within a team, and fully understanding standard operating procedures and expectations up front. [15:14] When team members get fatigued and taxed, it is important for them to speak up so another in the group can take the lead. It’s also important for the group to examine the implicit assumptions they make. For example, if there are two men in their 50’s standing outside a college bookstore, instead of going for the assumption that they should stand away from each other and act engaged in their cell phone, it actually might be better for their appearance of fitting in and acting “normal”, to stand and have a conversation together. [17:17] For a strong team dynamic and successful collaboration, trust is key. Instagram: Facebook: Twitter: Website: YouTube: Email: Quotable Quotes “In a chaotic situation, you need to depend on effective communication.” “It’s hard to create alignment, and most of us are conflict avoiders, and this is an exercise to bring that all out in a hurry.” “We create an understanding of what it is like to work as a team.” No one ever says, “We over communicated.” “Every team benefits from ground rules that can be adjusted along the mission.” “In order to have good communication, you need trust and open dialogue.”

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TLP108: Look Up From Your Toes

In this episode, Jim and Jan take it full circle and start with their takeaways on responsibility from a recent episode with Patagonia’s Chief Storyteller & Director of Philosophy, Vincent Stanley. Then, they both share stories of early in their career where they could have benefitted from a little more forethought, and follow up with some great news about the podcast and friends surrounding it. Key Takeaways [2:24] Jim and Jan discuss their admiration of both Patagonia as a company, and Chief Storyteller as a leader. The episode demonstrated how respect and responsibility merge when a leader steps up to take the time, slow down, and do things right. Jim’s takeaway from the episode was the manner in which Vincent’s reasoned and rational approach lends Patagonia to implement and change hearts and minds. Vincent’s book, The Responsible Company, provides a guide for those at any level of business to operate more responsibly, thoughtfully and self-aware. [8:35] Patagonia puts people in line with the cause, whereas many passionate people tend to put the cause in front of the people. They maintain their responsibility to the cause and the outcome while still serving the traditional stakeholders, customers and vendors. [12:22] Patagonia is trying to plan ahead for the next 40 years, while many businesses are planning for the next quarter. The tendency for short sightedness may lead to missed opportunities. [14:04] Jim and Jan share their personal “bonehead” moments. Jim’s starts with a job interview in Detroit that leads him accidentally on a plane headed to White Plains, New York. Jan’s is a dinner party at the Colonel’s house where he accidentally missed the mark on the formal part of semi-formal. Quotable Quotes “Too many times people are so passionate about a cause that they are over-passionate, it makes it seem like an insurmountable goal.” “What is your impact on other people?” “ A short sighted mentality can blind you from opportunities.” “A leader’s job is to have a long horizon, and look out for a bright future ahead.” Instagram: Facebook: Twitter: