I have to say that I can’t stand lists of ‘must do’s’, whether in life or in writing. Something rebels in me when I’m told what I have to do before I’m fifty, or have to buy this season, or have to write if I want to be a success.

Our culture lionizes entrepreneurs who navigate daring switchbacks in their career. Steve Jobs was admired not just for Apple, but also his detour to found Pixar. Elon Musk is revered for helming Tesla AND SpaceX. But don't be distracted by other people's winding paths. I believe you should celebrate your single-mindedness, and stick to your own overarching idea — for as long as it holds your own fascination. In my experience, that could last your entire career.

No. We have a lot of customers, and we have a lot of research into our installed base. We also watch industry trends pretty carefully. But in the end, for something this complicated, it's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.

I am in favor of strengthening the freedom of the market. At the same time, I am very unhappy about the conceptual restrictions imposed on the players in the market. This originates from the assumption that entrepreneurs are one-dimensional human beings, who are dedicated to one mission in their business lives − to maximize profit.

If I’m in California, and the waves are good, I’m surfing by 7 a.m. If the surfing is good, I might stay out all day. I like being able to see the horizon. When I am sitting in the water facing Antarctica, waiting for a wave, it opens up my mind.

Invent your own game and that way you can always be a winner.

I wanted to be a fur trapper. No young kid dreams of becoming a businessman.

My assistant, Mike Dunn, helps me with that.

That was certainly the single darkest day of the company's history.

I never wanted to be a businessman. I started as a craftsman, making climbing gear for my friends and myself, then got into apparel. As we began to witness the extent of global warming and ecological destruction, and our own contribution to it, Patagonia committed to using our company to change the way business was done. If we could do the right thing while making enough to pay the bills, we could influence customers and other businesses, and maybe change the system along the way.