Patagonia's core values reflect those of a business started by a band of climbers and surfers, and the minimalist style they promoted. They aim to build the best product that rests on function, repairability, and durability. One of the most direct ways we can limit ecological impacts is with goods that last for generations. Patagonia knows that their business activity is part of the problem and they work steadily to change their business practices and share what they have learned. Patagonia constantly seeks not only to do less harm, but more good by using their business to protect nature. Not bound by convention, Patagonia's success lies in developing new ways to do things.