What Does Bravery Look Like?

What does brave leadership look like?
Sometimes, it looks like giving away your entire company.

In 2022, Patagonia founder Yvon Chouinard transferred 100% of the company's voting stock to a trust…

And 100% of its non-voting stock to a nonprofit.

To be precise:

→ The family-led Patagonia Purpose Trust holds 2% of the stock but retains full voting power to protect the company’s values.
→ The Holdfast Collective, a nonprofit dedicated to fighting the environmental crisis, owns 98% of the company and all non-voting shares.

So that every dollar not reinvested in the business goes toward fighting climate change.

That wasn't a branding stunt.
It was a legacy decision rooted in conviction.

Patagonia has long taken bold stances on sustainability, politics, and corporate responsibility.

Not because it's safe.
But because they feel it's right.

That's brave leadership.

Not loud. Not performative.
Just principled and uncompromising.

It's a reminder that the bravest leaders are willing to take a stand, especially when something bigger is at stake.

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