Patagonia CEO - A man ahead of his time

Going green is not a new concept to Yvon Chouinard, owner and founder of Patagonia, the premier outdoor gear and clothing company. Since 1972, Chouinard has insisted that Patagonia be environmentally responsible. Today, businesses compete to see who can be the most green. Maybe they should just be green with envy! He insists that business can enrich our lives and make a profit without losing its soul. Going green and staying in the black is a business model to emulate. For more: www.patagonia.com