Case study: Patagonia

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I think it is time for another case study. After all, my weekly tips can easily stay theoretical. So, looking at an inspiring nature venture that has done it before and succeed can help you get yours to the next level.

So let's look at one of the shining stars of the nature industry: Patagonia.

By now, Patagonia is beloved by many. Now, we easily fall into the trap of saying this is because of their brand.

But what is a brand?

Ultimately, it is an accumulation of many ingredients that form it.

Rather than staying mysterious today, I’m decoding 9 key ingredients that help Patagonia to get to where they are today.

The idea is that you can copy and twist them for your nature venture.

The 9 secret ingredients that make Patagonia an inspiring nature business

Ingredient #1: Be transparent

Patagonia is a refreshing surprise in an industry known for its secrecy and bad practices. They share their materials’ environmental responsability (where their fabrics are coming from), where they do business (production places), how products are transported, the waste they create, etc.

Unlike most of the industry, they are quite an open book. This resonates with people.

Takeaway for your nature venture: Whatever you produce or sell, be transparent so your customers can make better-informed decisions.

Ingredient #2: Share your flaws

Patagonia is not a perfect company. So, they address it openly. They know that the production of clothes will always have a negative impact and that they are part of the problem.

So they share about their journey to get better.

Or where else could you read statements like "33% of our apparel assembly factories are paying workers a living wage." than on the Patagonia “footprint” page? As a customer, you probably think, holy sh*t, what's with the other 67%?

Takeaway for your nature venture: You don't have to be perfect, but empty goals or promises no longer cut it. To succeed today, you need to be accountable, be open about problems you currently face and show you make progress on them.

Ingredient #3: Get third-party labels

Great if you think you are doing a marvelous job that creates a positive impact. However, you probably agree that you could be biased in this evaluation.

Patagonia understood this and got many third-party labels to back up their claims. Examples are B-Corp, 1% for the Planet, Fairtrade, etc.

Takeaway for your nature venture: Find fitting third-party labels or certifications to support your claim that you are doing well.

Ingredient #4: Make activism central

Activism at Patagonia is not nice to have and lived by just a few motivated employees.

Activism plays a central role in everything they do. When you visit their homepage, it is the first thing you do before seeing any products.

Right from the beginning, they make it easy for people to take action via their Patagonia Action Works. They share stories from the ground.

They truly live it.

Takeaway for your nature venture: You are probably already very active in this field, but formalize it, share it in your communication, and make it easier for others to take action, too.

Ingredient #5: Create a community

Patagonia has one of the most robust communities you can find out there. This community goes beyond the brand.

Again, before they try to sell you stuff, they try to bring the community closer together and present themselves as part of it.

This surfer community page is an excellent example of that.

Takeaway for your nature venture: Great nature ventures are built on a solid community. If you don't have one right now, start building it today. Invite like-minded people and start creating value for them without expecting something in return.

Ingredient #6: Give a lifelong guarantee for your product

Now, this is particularly tricky in today's disposal-loving world. But to live up to their claims, Patagonia knows they have to produce high quality, lasting products, and as a cherry on top, they give you a lifelong guarantee.

Bold.

Now, products might break, but they make it easy for you to repair them with their guides and repair stations.

The most sustainable pullover is the one that you don't have to buy because you can still use your old one.

Takeaway for your nature venture: Be rigid about improving your products' quality and durability. Step by step, get them to last an entire life.

Ingredient #7: Write a clear mission

"At Patagonia, we appreciate that all life on earth is under threat of extinction. We're using the resources we have—our business, our investments, our voice, and our imaginations—to do something about it."

It's pretty clear and compelling to me. In a second, you know what they are about. They obviously have even shorter versions for their clothes labels and promo material.

But in a second, you know what Patagonia is about.

Making it easy for their customers to share the message with their friends and family.

Takeaway for your nature venture: Be clear on what you try to accomplish and share it wherever possible. Your product or services might change, but not your mission. Try to be crystal clear on that.

Ingredient #8: Make our planet a shareholder

In a bold move in 2022, the founder, Yvon Chouinard, gave away all his shares and gave it to the planet. Instead of "going public," they were "going purpose."

Now, the entire legal setup ensures that Patagonia is living up to its values, and the profits return to the fight for a better world.

Remarkable.

Takeaway for your nature venture: Consider emerging legal entities if you run a nature business. There are many creative ways to ensure legally that your company lives up to its values.

Ingredient #9: Tell great stories

All the previous tips are great and will help you massively build a following. But the most essential ingredient of Patagonia is that they have some great storytellers.

Look around. The biggest companies make you believe that you don't buy just a laptop, pair of shoes, etc., but that you purchase creativity, courage, etc.

Patagonia constantly creates new stories by sharing their actions or spotlighting its community.

Takeaway for your nature venture: Learn storytelling. It is one of the most powerful tools to get your nature venture to the next level.

Your turn: Let's implement the 9 secret ingredients from this Patagonia case study

Here are 6 Actions you can take to grow on Linkedin:

1. Take 30 minutes next week to reflect on this article (Why? All theory is useless if you don't implement it. The implementation is the hardest bit. So, dedicating time for it ensures that you will take action.). Browse Patagonia's website and social media to get a better feeling of how they do it.

2. Pick 1 key ingredient to boost your nature venture the most. (Why? Of course, you should improve everything. But picking the most important one will help you keep expectations realistic and move faster.)

3. Block some time slots in the following weeks to work on it. (Why? Your week will be hectic again. Don't get an excuse to push this activity into another week.)

4. Create a SMART goal of what you want to accomplish and create small actions to get you there. (Why? Like this you can ensure that it actually leads to the desired impact.)

5. Execute! 

6. Contact me ([email protected]) if that is too overwhelming here and you would prefer to have someone to co-develop. The first 30-minute intro call is for free.

Cheat sheet to copy from Patagonia

In a nutshell: Patagonia is not just a brand. 9 key ingredients helped them to get where they are today.

Website: Patagonia

Books: Let My People Go Surfing, Patagonia Tools for Grassroots Activists, Brand the Change 

Courses: Patagonia Brand Case Study

Tools: Brand Canvas

Before you go.

If you think this newsletter is helpful, please share it with 1 ecopreneur in your network.

This will help me massively to keep these tips free.

Patagonia is an inspiring company, but they, too, have flaws, and they are also on a constant journey.

The 9 secret ingredients I shared with you will help you to get your nature venture to the next level.

Similar to Patagonia, just start and don't be afraid to be a rebel in your industry.

We need you.

See you next week. Have a wild one!

Best,

Oliver

🦧 Whenever you are ready, there are 2 ways Wild Business Mates can help you grow and double your impact:

1. 1-to-1 business consulting. Detailed and personalized consulting to double the impact of your biodiversity organization in the shortest possible time. Not sure how to tell better stories? Let's jump into a call.

2. Wild Business Mates in Action. Wild Business Mates help you execute in areas you are struggling with. Tech, Marketing, Sales, Communication, etc. We can realize all the steps I mentioned above.