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Employees at many successful companies start the day by checkingthe economic forecast.92Patagonia’s employees start the day bychecking the weather forecast. The outdoor clothing companyencourages its workforce to take time from the work day to getoutside and get active. For Patagonia, linking employees with thenatural environment is a major part of the culture.

New hires are introduced to this mindset very quickly. Soon afterstarting at Patagonia, marketing executive Joy Howard wasimmediately encouraged to go fly fishing, surfing, and rockclimbing all around the world. She notes that all this vacationingis not just playing around—it’s an important part of her job. “Ineeded to be familiar with the products we market,” she said. Otherpractices support this outdoors-oriented, healthy culture. Thecompany has an on-site organic café featuring locally grownproduce. Employees at all levels are encouraged through an employeediscount program to try out activewear in the field. Highlyflexible hours ensure that employees feel free to take theoccasional afternoon off to catch the waves or get out of town fora weekend hiking trip.

Are there bottom-line benefits to this organizational culture?Patagonia CEO Rose Marcario thinks so: “People recognize Patagoniaas a company that’s . . . looking at business through a moreholistic lens other than profit.” However, she is quick to add,“Profit is important; if it wasn’t, you wouldn’t be talking tome.”

Patagonia’s culture obviously makes for an ideal workplace for somepeople—but not for others who don’t share its values. People whoare just not outdoor types would likely feel excluded. While theunique mission and values of Patagonia may not be for everyone, forits specific niche in the product and employment market, theculture fits like a glove.

QUESTIONS

1. What key dimensions of its culture do you think make Patagoniasuccessful? How does the organization help to foster thisculture?

2. Does Patagonia use strategies to build its culture that youthink could work for other companies? Is the company a useful modelfor others that are not so tied to a lifestyle? Why or why not?