Heroes are, by definition, not easy to come by. When they get profiled, read it (this one is thankfully not merely fluff):

…The ordeal, and the perspective of middle age, snapped him to attention and caused him to refine the company’s mission. In the eighties, he’d been feeling increasingly uneasy about being a businessman and about the transformations and compromises that seemed inevitably to accompany corporate success. The company, he worried, was straying from its hard-core origins. “I was faced with the prospect of owning a billion-dollar company, with thousands of employees making ‘outdoorlike’ clothing for posers,” he said early in 1991, in a speech to the employees, in which he outlined his misgivings and his new resolutions. These subsequently appeared in the Patagonia catalogue, as a manifesto, under the heading “The Next Hundred Years.” Continue reading →