Extreme Teams

CHAPTER

2

FOSTER A SHARED OBSESSION

More than a Business, Less than a Cult

The founder of Patagonia, Yvon Chouinard, is a man of strong convictions. He openly declares, for example, his preference for some customers over others. He favors those he fondly calls “dirt bags”—people, like himself, who engage in high-intensity outdoor activities such as rock climbing, whitewater kayaking, and surfing.¹ They push themselves to the extremes and take full advantage of how his firm’s products perform under demanding conditions. They also care about the environment and do their part to protect it. Chouinard is equally direct in expressing his disdain for ...