The Zombie Business Cure

CHAPTER 3

Zombies Are Haphazard: Be STABLE

In November 2013, Lululemon’s founder, Chip Wilson, seemed to blame the size of some women’s thighs for the fact that Lulu’s latest yoga pants were made of fabric that was too sheer. “Quite frankly, some women’s bodies just actually don’t work for [these yoga pants],” said Wilson in an interview with Bloomberg News.¹

This is not the smartest choice of words when you are trying to manage the reputation of a global athletic apparel label whose primary audience is women. Lululemon also states in its published manifesto that “friends are more important than money.”² What kind of friend did Wilson seem like?

Through an attempt at a “friendly” video posted to social media, Wilson then apologized for his insensitive ...