“Conquerers of the useless, that’s what we were. We learned that what matters is how you got there, not what you accomplished.” Chouinard’s book, Let My People Go Surfing, is a memoir-turned-manifesto espousing unorthodox ideas like scaling back production when sales are booming in order to maintain ethical practices and providing employees with two months of paid flex-time — be it child-care, volunteering with an NGO or simply taking a surfing trip.

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