How Do You Make a Decision When Every Option Looks Bad?

In a crisis, Patagonia’s founder and his team found a solution. Here’s how you can, too.

Patagonia, the sportswear brand, made headlines this summer when its founder and CEO, Yvon Chouinard, announced his intention to effectively give away the multibillion dollar business instead of selling it.

Chouinard, a famously “reluctant” entrepreneur, detailed his decision to an astonished press and media: Patagonia was to be turned over to a nonprofit trust, the Holdfast Collective, and its profits channeled exclusively into efforts to fight the climate crisis.

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How Do You Make a Decision When Every Option Looks Bad?

In a crisis, Patagonia’s founder and his team found a solution. Here’s how you can, too.

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