future framework

The book that proves you can tell Wall Street to shove it and still build a billion-dollar brand. Yvon Chouinard, Patagonia's reluctant founder, wrote the anti-business business book before it was cool. Think of it as a middle finger to traditional business wrapped in a love letter to the planet. Chouinard built Patagonia while actively telling people to buy less stuff (including his own products). The guy turned "don't buy this jacket" into a marketing campaign and somehow made more money.