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Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World by Yvon Chouinard, Lucas Conley, Mark Miller

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Yvon Chouinard ascending a rock wall near Telluride, Colorado, in 1981. “I had a different ambition,” says Patagonia’s founder. “I wanted to climb without leaving a trace.”

Denver Post/Getty Images

INTRODUCTION

The End of Legacy as We Know It

THE STORY OF Patagonia, as shared in the Foreword, is an inspiring example of the power of long-term personal ambition in a short-term world. But for every Patagonia, there are many more cautionary tales, such as Blockbuster, Borders, and Kodak. Once synonymous with the videos, books, and film they sold, these three iconic brands all filed for Chapter 11 bankruptcy protection in the space of just 16 ...

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