I recently read a book and it changed my life and how I do business.
I’ve long believed that the most effective ways of affecting change are images, words and action.
Like most people I am subdued to change because how I currently live is comfortable. Yet I recently read a book. Within these words was the will for me to take action and use my images in order to change things.
The book is called ‘Let My People Go Surfing - The Education of a Reluctant Businessman’ by Yvon Chouinard.
In 1973 he set up Patagonia Inc. A clothing apparel store for the outdoor and adventure market. His ‘test’ was to see how far he could get in business while actively doing good for the environment and to the people along the supply chain that work towards making Patagonia goods.
His company has grown into one of the largest ‘outdoor’ apparel brands on earth and at very step of the way has checked itself against the environmental and sociological impacts that Patagonia has on the environment.
As a keen hiker and sailor, I am surprised at myself towards the lackadaisical attitude towards the environment that I have taken. Of course I’ve been aware to these issues and I have bettered myself for the good of the environment. But I knew in my heart that it wasn’t enough.
So I read the book cover to cover, re-read it straight away and downloaded the audiobook. Needless to say I was hooked. So invested in the Patagonia Ethos was I that I immediately began to ask myself the questions necessary on how I could reduce my impact on the environment as a photographer.
This has led me to what I believe is a long and complex journey. A journey I am looking to travel fully, with my eyes and mind wide open.
Simply through the act of looking for ‘problems’ in my business, I have found many things that I can alter. I relish the challenge of changing my business to help minimise my impact to the environment.
From now on, you can expect a better approach to how I run my business. Amazing images that both work hard for you and the environment.